Johan Cruyff Institute, in collaboration with IRONMAN Spain, will host a forum on Thursday, October 3, at Espai Municipal Can Saleta in Calella, Barcelona province. This event will bring together experts and industry professionals to explore how sports can serve as a powerful catalyst for boosting tourism in local destinations
Following the success of the previous forum held in Mallorca, Johan Cruyff Institute and IRONMAN Spain will once again address the influence of the sports industry on tourism. Under the theme “The Legacy of Sporting Events in Catalonia,” this forum will provide a platform for sharing knowledge, experiences, and trends. The panel of experts will span various sectors, including sports event organizers, tourism companies, sports brands, and local authorities, all focusing on the lasting impact of sports tourism in Catalonia.
The forum aims to highlight the multiple points of intersection between the tourism and sports industries, examining this relationship from various perspectives: marketing strategies, economic impact, sustainable practices and collaborations with sports institutions. “This forum represents a great opportunity to explore how sporting events can drive tourism development, raising the profile of the destination brand and catalyzing substantial economic and social benefits,” said Román Pascual, Sales Manager of Johan Cruyff Institute.
The event is co-organized by IRONMAN Spain, one of the most recognized racing companies worldwide, with over 300 annual events and more than 60 offices around the globe. It will include the participation of Agustí Pérez, the company’s General Manager for Southern Europe, overseeing Spain, Portugal, and Italy. The forum will be held at the Espai Municipal Can Saleta, home to the Calella Sport City Lab, an initiative by the city council aimed at promoting sports-related solutions.
Agustí Pérez highlighted the importance of the photo to create a partnership between the sports and tourism industries: “The impact that this type of competition has goes far beyond the purely sporting; it attracts visitors from all over the world, promotes the local economy and strengthens the international projection of the region”
“For us, it is a source of pride to be part of an event that not only highlights the athletes’ effort and dedication but also showcases the beauty and cultural richness of our landscapes, creating a unique synergy between sport and tourism.”
With discussion panels organized around strategic themes, the event will feature leading national and international professionals from the industry.
Panel 1: Boosting Destinations through Sport
This panel will explore how sports can serve as a driving force to enhance tourism destinations. From elite sporting events to participatory experiences, participants will discuss how sports tourism can be used as a tool to attract visitors and strengthen a destination’s identity. The panelists for this roundtable include:
- Marten Schrimer, Managing Director of Iberia Sports
With 10 years of experience, Iberia Sports is a leading tour operator specializing in the organization of training camps and sports tours to Spain and Portugal.
- Hector Caballero, Head of Customer Success at Athlos Travel
ATHLOS is a digital platform dedicated to the sports travel sector, aiming to provide the best booking and management experience through technology.
- Agnès Güell, Technical Secretary of the Sports Tourism Marketing Club of the Costa Brava – Girona Tourist Board
Panel 2: How to Prepare a Destination to Host a Sporting Event
This panel will explore how a destination prepares to host a sporting event, addressing key strategies and considerations for delivering events that not only pose challenges but also showcase the unique identity of the location. The panel participants are as follows:
- Agustí Pérez, Senior Regional Director South EMEA of IRONMAN Spain
With a global portfolio of endurance sports that includes over 230 events and one million participants annually, IRONMAN is one of the most recognized sports brands worldwide.
- Albert Viñas, Founder and CEO of Mare Nostrum Cup
With more than a decade of experience, Mare Nostrum is a leading sports services company specializing in the promotion and management of soccer tournaments.
- Carlota Artigas, Marketing Manager of America’s Cup Sailing Barcelona
The America’s Cup is the most prestigious sailing competition and the third-largest sporting event in terms of economic impact for the host country, following the Olympic Games and the FIFA World Cup.
Panel 3: Activating and Measuring Sponsorship at a Sporting Event
This panel will explore the dynamics of sponsorship, focusing on how strategic alliances connect brands with audiences through the emotional power of sport. In this context, the activation and measurement of sponsorships are essential to ensure these partnerships are both effective and mutually beneficial. The panel participants are as follows:
- Sergi Pérez, Marketing Sponsoring at DAMM
With a history dating back to 1876, DAMM is a leading company in the beverage industry. It currently manages more than 25 beer brands and has a presence in over 133 countries.
- Manu Campás, Founding Partner of Auria Projects
With more than a decade of experience, Mare Nostrum is a leading sports services company specializing in the promotion and management of soccer tournaments.
Panel 4: The Legacy of Sporting Events in Catalonia
From iconic races to the Olympic Games, Catalonia has been, and continues to be, a stage for diverse events that transcend sport, leaving a legacy that influences culture, tourism, and local identity. In this panel, Catalan authorities will analyze factors such as the cultural and social impact of sporting events, as well as their international visibility. The panel participants are as follows:
- Manel Vicente, Sports Councillor of Calella City Council.
- Roger Puigvi, Founder and Director of Hillwine Bridge
Hillwine Bridge’s mission is to establish alliances between the different agents through the search for common spaces that help to increase their added value.
