The event, organized in collaboration with JBS Academy, focused on the professionalization of sports and the global exchange of knowledge
The Sports Education Forum 2025 was held on June 20 at the Radisson Blu Iveria Hotel in Tbilisi, Georgia. This sports forum brought together key figures from the sector to discuss emerging trends, strategic planning, sports psychology, marketing, and talent management. Johan Cruyff Institute had a strong presence with the participation of several of its academic experts and industry professionals.
The event gathered prominent professionals from the international sports field, who shared their experience and insights on the current challenges and opportunities in the industry. Attendees had the chance to hear firsthand about the careers and learnings of individuals who have held key roles in top-level sports organizations.
In addition to the panel discussions, the event featured six lectures that addressed different key topics of the sports industry:
- The importance of leadership and well-being in sports
- Strategic planning in Georgian sports organizations
- Fan Engagement: Leading Activations On and Off the Pitch
- Empowering the next generation in sports
- Mental and physical health of Players’
- Global trends in the sports industry
- Strategic planning in sports
- Sports Marketing in the Sportainment Era
- Sports psychology
Following the success of the Sports Education Forum 2025, a second edition is expected in 2026. Dates for the upcoming event will be confirmed at a later stage.
Speakers:
Former Georgian footballer and coach. All-time top scorer for the Georgian national team. As a coach, he has managed clubs such as Kayserispor, Kasımpaşa, and Pakhtakor Tashkent, with whom he won the Uzbek league and cup.
Spanish former professional footballer, renowned for his career as a midfielder at Valencia CF and the national team, recognized for his vision of the game, technique, and leadership on the field during the late 1990s and early 2000s.
Head of Women’s Football Marketing at Real Betis Balompié and Project Manager of the sustainability initiative Forever Green.
Former professional basketball player and sports psychologist. She is currently the Head of Mental Performance at RCD Espanyol and a founding partner of Themove.
Sports consultant, managing partner, and founder of Itik Consulting Sport & Leisure. He has over 20 years of experience in managing sports organizations in both the public and private sectors, with his areas of specialization being strategic planning and facility management.
Associate Academic Director at Johan Cruyff Institute. Consultant in Sports Marketing and Sponsorship. PhD candidate in Sport Sciences at the Catholic University of San Antonio of Murcia (UCAM).
Football agent at Lian Sports, where he manages the branding of high-level players such as André Onana.
Sports Education Forum 2025: Exploring the key trends shaping the sports industry
Tbilisi, the host city of the forum, has established itself as a growing sports and cultural hub. With a vibrant urban life and a rising interest in sports, the Georgian capital offers an ideal setting to discuss the future of sports management. Its blend of history, hospitality, and ambition positions it as a strategic meeting point for international sports leaders and professionals.
The presentations and panel discussions at the Sports Education Forum 2025 addressed key topics in the industry, such as the evolution of sports marketing in the era of sportainment, the empowerment of new generations, and strategic planning in sports organizations. The forum was not only a platform for learning but also a unique opportunity to build networks and explore new synergies in the world of global sports. The event’s success—both in organization and attendance—was the result of the joint efforts of attendees, speakers, and collaborators.
“Our mission is to prepare future leaders in sport through education. Being present at forums like this allows us to contribute to the growth of emerging sports ecosystems such as Georgia’s, and to connect with professionals committed to innovative, ethical, and sustainable sports management,” says Edgar Romero, Head of Corporate Relations at Johan Cruyff Institute.
Through this participation, Johan Cruyff Institute reaffirms its commitment to training leaders equipped to face the challenges of contemporary sport, promoting a global, transformative vision centered on the value of applied knowledge.
