Sport Impact Summit Partners with HOKO to Drive Global Expansion and Sustainability Innovation
Following the resounding success of SIS 2024, the Sport Impact Summit (SIS) has announced a strategic partnership with HOKO, the UAE-based experiential agency known for its global luxury hospitality brand Aioka and its innovative AI platform HUMAIN.
This collaboration marks a major step in SIS’s international growth strategy, with HOKO taking the lead in expanding SIS's footprint across key global markets, including Abu Dhabi, China, Bahrain, and Singapore over the next year. As part of this expansion, SIS will host its second edition in Abu Dhabi in December 2025, reinforcing the UAE’s growing role as a global hub for sports and sustainability innovation.
HOKO, founded by Bally Singh and Max Palethorpe, has earned a global reputation for delivering premium brand activations for elite names such as McLaren, LVMH, Red Bull, Mercedes-Benz, and more. Its Aioka brand has revolutionized luxury hospitality at Formula 1 weekends, offering high-end bespoke experiences in cities like Monaco, Las Vegas, Singapore, and Abu Dhabi. The agency’s latest venture, HUMAIN, an AI-powered creative platform, demonstrates HOKO’s commitment to merging human storytelling with technological advancement and is supported by Saudi Arabia’s Public Investment Fund.
“The collaboration with HOKO marks a pivotal moment for SIS,” said Sean Morris, Co-Founder of SIS. “Their expertise in sport, hospitality, and innovation will be instrumental in scaling our impact globally and elevating brand experiences across the Sport Impact Series.”
The alliance also reflects SIS’s alignment with the UAE’s Federal Decree-Law No. (11) of 2024, which emphasizes reducing the effects of climate change. The SIS-HOKO partnership will focus on integrating sustainability solutions into the core business strategies of sports brands, rights holders, and venues.
“SIS has created a bold and meaningful platform,” said Bally Singh and Max Palethorpe. “We’re excited to help scale its vision globally and respond to growing market demands for sustainability-led innovation in sports and events.”
With sustainability, innovation, and sport at its core, the SIS-HOKO partnership aims to redefine the future of global sporting events, combining cutting-edge technology, experiential luxury, and purpose-driven collaboration.
