The engaged audience at the Hyatt was a mixture of global soccer fans; reps from sports teams and brands including the Indianopolis Colts, Boston Redsox, Manchester United and NASCAR, and sports media - BBC Sports.
From a US football experience, Heydt discussed the social roots of football as a sport and how it has changed how the media themselves report on the game.
And Ward talked about how social media has powered an entire transformation of a football club's game, adding a new dimension to everything a club does.
The panelists felt that in the US, sports are much more entertainment focused, whereas for UK football fans the game is all about being rooted in tradition and history.
The next question: the fan viewing experience is at the heart of the game like never before. What are the biggest challenges, and opportunities that this new experience presents?