One of the continent’s leading sports industry events, SPORTBIZ EUROPE, held a new edition in Barcelona, with Johan Cruyff Institute as a Learning Partner.
As every year since 2020, Johan Cruyff Institute participated as a Learning Partner of SPORTBIZ EUROPE, the meeting point for the sports business sector. Over four days, the event’s sixth edition brought together industry leaders to discuss sports innovation, industry transformation and the future of sport, combining panel discussions, specialized workshops, networking opportunities and successful case study presentations.
Organized by Good Morning Sports, the event featured leading global sports brands and organizations, including EuroLeague, NBA, FIBA, ATP, WTA, F1, FIFA, UEFA and LALIGA, as well as representatives from leading football and basketball clubs across Europe.
Johan Cruyff Institute’s participation focused on Sportainment and Fan Engagement
Lukas Dorda, Director of International Relations at Johan Cruyff Institute, opened the 2026 edition of SPORTBIZ EUROPE with a presentation entitled “The Big Picture: The Future of the Sports Industry”. During the session, Lukas analyzed several trends shaping the industry, including Sportainment, brand experience and experiential marketing. The presentation also explored the behavior of sports fans.
How is fan engagement evolving?
In addition to the opening session, Johan Cruyff Institute led the panel “Decoding the New Fan: Beyond Traditional Engagement”, which explored how fan engagement has evolved in recent years, giving rise to more personalized, interactive and participatory experiences. Technology and changing consumption habits are transforming the relationship between sports organizations and their fan communities.
The panel featured:
- Guillermo Fortuño Antón, Stadium Activation at FC Barcelona.
- Pablo Sánchez Marquiegui, President of the Real Club de Polo de Barcelona.
- Lukas Dorda, Director of International Relations at Johan Cruyff Institute.
- Walter Joosten, President of Orange Sports Forum Spain.
The panel explored the evolution of fan engagement and new ways of connecting with fans beyond traditional channels. Guillermo Fortuño Antón shared FC Barcelona’s perspective on stadium activation, while Pablo Sánchez Marquiegui presented the vision of the Real Club de Polo de Barcelona. Lukas Dorda contributed an academic perspective informed by the international sports industry, while Walter Joosten shared his experience in developing collaborative initiatives across the sports sector.
Benefits for the educational community
Thanks to its role as a Learning Partner, Johan Cruyff Institute students and alumni gained access to the event, taking part in panel discussions, workshops and networking opportunities with leading professionals from the global sports industry.
