In the second keynote of the conference, art historian Dr. Mike O'Mahony talks about the visual representation of sport in photography. He opens his lecture with historical examples of athletes shown in advertisements to promote certain products. These ads use the image - in both senses - of sport celebrities to construct a direct affinity between sporting ability and a product. For O'Mahony the central question is: why do images of sport matter? Why is sporting evidence in visual forms like photography so important to modern culture? What do these images transport?