Johan Cruyff Institute opened the Latin American Sport Business Congress in Buenos Aires

January 11, 2019

Johan Cruyff Institute to open the Latin American Sport Business Congress in Buenos Aires

Mariël Koerhuis, director of the Johan Cruyff Institute, was in charge of opening the conference on December 6 in the Argentine capital

Johan Cruyff Institute once again played a leading role at a new Latin American Sport Business Congress which, organized by Good Morning Sports, was held on December 6 in Buenos Aires. The director of the institution, Mariël Koerhuis, was invited to inaugurate the 13th edition of the one-day congress that brought together renowned international and national speakers to discuss Sport Marketing, Technology in Sport, Sports Law and Sports Entity Management.

Mariël Koerhuis opened the conference with a presentation on ‘The Global Panorama of the Sports Industry’, linking issues of geopolitics, ecosystems and global trends in the industry. Businessmen, executives of sports entities, journalists, former athletes, lawyers, and managers and directors of multinationals came together in the Pablo Neruda Hall in the Argentine capital to discuss the sports industry and its key role as a socio-economic driver of today’s society.

“SportBizLatam Buenos Aires has been an ideal platform to exchange impressions with sports professionals in Argentina and understand the sport ecosystem in the country, where I have sensed a great interest in learning about good practices in sport management and the training opportunities that are available for sports professionals. I admire people’s resilience in the face of a complex social/economic scenario that undoubtedly also influences our industry in the country”, said Mariel Koerhuis.

Throughout the day the panelists discussed, among other topics, the power of global brands and their digital strategy, investment in sport and fan engagement, trends in innovation, the application of big data in the world of sport, sports audiences and the new spectator profile, and challenges and opportunities for the future.

Students and alumni of Johan Cruyff Institute wanting to attend the congress had interesting discounts to do so.


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