Sport Impact Summit (SIS) has announced a strategic partnership with HOKO, the UAE-based experiential agency known for its work across sport, hospitality and AI innovation. The partnership will see HOKO lead SIS’s global expansion efforts, with new editions of the Summit planned in Abu Dhabi, China, Bahrain and Singapore over the next 12 months.
Following the success of SIS 2024 in Dubai, the second edition is set to take place in Abu Dhabi in December 2025. The move signals SIS’s ambition to build an international presence as a platform connecting sport, sustainability and technology.
Founded by Bally Singh and Max Palethorpe, HOKO has built a global reputation through its premium hospitality brand Aioka, which delivers high-end experiences for brands like Mclaren, Mercedes-Benz, Red Bull and LVMH at Formula 1 weekends in cities like Monaco, Las Vegas and Singapore. The agency also recently launched HUMAIN, an AI-powered content creation platform developed under Saudi Arabia’s Public Investment Fund.
“The collaboration with HOKO marks a pivotal moment for SIS,” said Sean Morris, Co-Founder of Sport Impact Summit. “Bally and Max’s team bring deep domain expertise in delivering world-class experiences at the intersection of sport, hospitality and innovation. The partnership will help accelerate our global expansion and enhance the brand experiences across the Sport Impact Series.”
He added that with sustainability becoming an increasingly central theme in global sports and business, the alliance also supports SIS’s long-term vision of delivering experiences with lasting value and real-world relevance.
“With innovation in sustainability taking centre stage in global sports and business arenas, this alliance aims to meet growing client demand for authentic and impactful sustainability solutions. HOKO’s experiential expertise and deep relationships across elite sports and brand platforms create a high-impact pathway for SIS to deliver its mission worldwide,” he said.
“We’ve seen first-hand the growing demand from brands, rights holders, and venues to integrate sustainability into their core strategy,” said Balbinder Singh and Max Palethorpe, Founders of HOKO. “SIS has created a bold and meaningful platform, and we’re thrilled to partner with them to scale their vision globally.”
