At Johan Cruyff Institute, the passion for sport and educational excellence come together to shape the leaders of tomorrow. Today, we are immensely pleased to share a student initiative that encapsulates the essence of our commitment to innovation and leadership in sport management: a revealing conversation on the Toni Nadal Sports Show
Conceived and led by Toni Nadal, a student of our University Master’s Degree in Sports Management in collaboration with Universitat Autònoma de Barcelona, this digital space has become a stage where the voices of the future of sport management resonate strongly. Today we share with you an episode that promises to be as informative as it is inspiring, in which Toni sits down to chat with Pau Yébenes, another student and promising figure in the sector. Together, they explore the world of sports, sharing not only the perspectives and challenges they have faced as students of Johan Cruyff Institute but also the dreams and ambitions that motivate them to move forward.
This chat between peers is a living reflection of what it means to be at the forefront of sport management. Through their personal experiences, Toni and Pau weave a dialogue that goes beyond the academic, delving into the very heart of what drives future sports leaders to pursue excellence.
We invite you to this dialogue between the promises of sport management; let yourself be inspired by their passion, determination, and vision. The future of sport is in good hands, and this episode is a window to what awaits us.
Toni: Today we have the privilege of talking with Pau Yébenes, who currently plays a crucial role in the Communication Department of the Spanish Swimming Federation. Pau, tell us, how did your journey in the world of sports and communication begin?
Pau: Thanks for the warm welcome, Toni. It all started with an unexpected turn in my youth. At 12 years old, after an injury playing hockey, I began swimming as part of my rehabilitation. This path led me to my city’s swimming team in Mataró, where I immersed myself in the world of swimming until I was 17. Subsequently, I decided to focus on my studies, opting for a career in marketing. After completing my studies, I returned to the world of sports, working first at the Mataró Swimming Center before making the leap to the Spanish Swimming Federation, a change that really marked the direction of my career.
Toni: Fascinating transition from athlete to communication professional. Now that you’re at the Federation, what does a typical day look like for you?
Pau: My day-to-day varies considerably, depending on whether we’re in the season of international competitions or not. During events, everything is more vibrant, with an abundance of content to share and communicate. Outside of these seasons, we face the challenge of maintaining interest and visibility, which we often do through social media, amplifying the news and achievements of our athletes.
Toni: In that sense, what would you say are the most significant challenges you face in sports communication?
Pau: There are several, but I would mainly highlight the management of the sports calendar and the physical distance with our athletes, given the diversity of disciplines and locations across the country. Another major challenge is communicating effectively throughout the year, maintaining a balance between different interested parties, from athletes and coaches to fans and sponsors.
Toni: Interesting. Speaking of challenges, how do you address the issue of budget, especially since you work for a sport considered less popular compared to others?
Pau: Indeed, the budget is always a delicate topic. Although the Federation receives support and has a broader platform than some clubs, it’s essential to manage our resources carefully. We can’t afford to waste, and we often have to be creative in how we promote our disciplines and achieve visibility without significant financial expenditure.
Toni Nadal and Pau Yébenes, students of our University Master’s Degree in Sports Management, at Johan Cruyff Institute.
Toni: So, when a crisis or controversial decision arises, how do you manage communication?
Pau: Transparency is key. We don’t avoid or hide difficult decisions or the criticisms that may arise. It’s crucial to assume the consequences and allow the public to express their opinions. Recently, we faced a situation with a swimmer who achieved an impressive mark, but in an event that did not qualify for the Olympics. Such situations require honest and direct communication.
Toni: Shifting focus slightly, you mentioned that you’re pursuing a University Master’s Degree in Sports Management. How has this influenced your work?
Pau: This Master’s has provided me with a broader perspective and a deeper understanding of sports from a management viewpoint. It has helped me reflect on marketing strategies, crisis management, and the importance of adapting to changing trends in communication and sports content consumption. It’s not just about learning specific techniques but understanding the broader context of the sports industry.
This Master’s has provided me with a broader perspective and a deeper understanding of sports from a management viewpoint. It has helped me reflect on marketing strategies, crisis management, and the importance of adapting to changing trends in communication and sports content consumption. It’s not just about learning specific techniques but understanding the broader context of the sports industry.
Toni: And with regard to recent achievements in Doha and looking forward to the Paris Olympics, what expectations do you have?
Pau: The results in Doha have been a resounding success, reflecting the potential and hard work of our athletes and technicians. Looking towards Paris, there’s an air of optimism and ambition. We’re focused on preparing as best as we can, supporting our athletes to reach their maximum potential in the world’s most prestigious competition.
Toni: Finally, Pau, with all your experience and from your position at the Federation, what future do you see for communication in sport, especially in less followed disciplines?
Pau: The future is undoubtedly digital. Social media and online platforms will continue to be essential tools for connecting with fans and promoting our sports. The key will be to innovate and adapt constantly to capture the attention of new followers while maintaining the interest and passion of current ones. The challenge is great, but so are the opportunities to grow and stand out in the sports landscape.
Toni: Pau, it has been a true pleasure. Thank you for sharing your experiences and insights with us.
Pau: The pleasure has been mine, Toni. Thank you for this opportunity to share my passion for swimming and sports communication.
As the final words of this interesting dialogue between Toni Nadal and Pau Yébenes resonate with us, from Johan Cruyff Institute, we want to thank them for sharing their experiences, reflections, and dreams with us. We feel honored to be part of their educational journey and look forward to seeing how they will apply their learning, ideas, and energies to transform the world of sports.
