After a standout debut in 2024, The Growth Distillery is back at SXSW Sydney 2025 with an expanded line-up of speakers, research and interactive sessions designed to spark fresh thinking across media, marketing and culture.
The News Corp Australia–backed think tank will present a mix of headline events and original research – including an exclusive conversation with global happiness expert Mo Gawdat, a deep dive into Australia’s booming sports fandom, and the return of the Rules Don’t Apply vodcast.
“The Growth Distillery’s SXSW Sydney program this year represents our most ambitious showcase yet for bold ideas,” said Dan Krigstein, Director of The Growth Distillery.
“We are creating multiple touchpoints where brilliant minds converge to inspire new perspectives and spark the conversations that shape tomorrow.”
The Growth Distillery Director Dan Krigstein
Mo Gawdat at the MCA
At the heart of the The Growth Distillery’s 2025 program is an in-conversation event at the Museum of Contemporary Art, where Gawdat will join Krigstein to unpack what it means to find happiness and meaning in a tech-driven world.
The former Google X executive – known globally for his “Solve for Happy” philosophy – will share insights on stress, artificial intelligence, and the intersection between technology and humanity.
Step inside The Ideas Dome
Over at Tumbalong Park, The Growth Distillery will transform its Ideas Dome into a cultural playground exploring the forces reshaping Australian life and behaviour.
Attendees can expect a blend of humour, data and cultural commentary – from uncovering the “billion-dollar opportunities hidden in our daily frustrations” in What’s Grinding Australia’s Gears to exploring The Formula for Faith, which delves into how brands build loyalty that lasts.
Other sessions include
• Influence Disrupted: mastering the new rules of influence
• Tubi Trivia, hosted by news.com.au’s Andrew Bucklow, pitting pop culture buffs against one another
• The Daily Telegraph’s Jonathon Moran dissecting the newsroom’s evolution “from Typewriter to TikTok”
• news.com.au’s Mary Madigan in conversation with influencer Kayla Jade
• And the provocatively titled There’s No Such Thing As Unprecedented
The business of fandom
Meanwhile, The Growth Distillery’s Head of Commercial Leigh Lavery will take the stage at the ICC to reveal new insights into the economics of sports fandom.
According to the latest data, Aussie sports fandom has jumped 21% since 2021, now encompassing nearly 17 million adult fans. What’s more, 54% of those fans are engaging with sports content beyond live games – from podcasts to behind-the-scenes stories – creating a wave of untapped commercial opportunities.
For brands and codes, the message is clear: fandom isn’t just alive – it’s thriving in new spaces.
Mo Gawdat
‘Rules Don’t Apply’ returns for season two
Back at The Gallery, Krigstein will also record a second season of the vodcast Rules Don’t Apply, featuring SXSW Sydney’s most compelling voices – leaders, disruptors and iconoclasts sharing the unconventional wisdom shaping modern business and creativity.
The live format adds an energy that matches SXSW’s ethos: experimental, open, and ready to challenge convention.
The Growth Distillery is an independent research think tank powered by News Corp Australia. More information can be found on The Growth Distillery website or via LinkedIn.