“Academic training and professional experience are essential to build a career in the sports sector,” says José Antonio González Barato, CEO and founder of Spain International Sports.
During the first SPORTS BUSINESS Employment Fair, organized by Johan Cruyff Institute and Impulsyn, José Antonio González Barato shared with students and young professionals his perspective on the current and future state of employment in the sports industry, as well as the knowledge and mindset required to access a constantly evolving job market.
A career built from within football
Throughout his career, José Antonio has experienced every level of the football ecosystem: player, coach, sporting director, and now entrepreneur. This comprehensive background led him to found Spain International Sports, an agency specialized in the internationalization of football. His goal is clear: to connect clubs, academies, and players around the world, creating synergies across five continents.
He also serves as Sporting Director at T3N Sport & Investment, a company focused on the development and management of international sports projects. From these roles, he offers a strategic view on career opportunities in sports and how to prepare for them.
“I started as a player, then became a coach, and later took on executive roles. At every stage I kept learning. I’ve always believed that passion alone is not enough—you need proper preparation.”
Training, specialization and attitude: the pillars of professional growth
For José Antonio, the starting point to building a solid career in sports is investing in specialized training. Over the years, he has studied tactical analysis, methodology, sports management, refereeing, and other complementary areas that have provided him with a broader perspective.
“Even when your studies aren’t directly applied, they give you tools to think better and adapt faster. The key is to stay up to date.”
This mindset of continuous learning is, in his view, a clear competitive advantage in a field like sports, which evolves rapidly in technical, digital and institutional aspects.
The value of networking in the sports industry
Although a résumé is still a valid tool, José Antonio emphasizes personal connections as a decisive factor in generating real job opportunities.
“For our company, meeting someone in person is more valuable than receiving a CV by email. A face-to-face encounter allows us to gauge whether the person has passion, commitment, and genuine interest in what we do.”
Events like the SPORTS BUSINESS Job Fair enable exactly that: to meet people, hear their concerns, sense their energy and identify whether they align with the purpose and values of the sports environment.
What profiles is Spain International Sports looking for?
The company is currently undergoing global expansion, with presence in more than 140 countries and ongoing projects in regions such as the Middle East, Asia and Latin America. In this context, they are seeking versatile and committed professionals who can work in multicultural environments and adapt quickly to change.
“We don’t just look at degrees. We value someone’s attitude—whether they’re on time, willing to listen, eager to learn. If they have that foundation, we can help them grow within the company.”
Beyond technical skills, the most valued traits include teamwork, humility and initiative. For José Antonio, collaboration and a positive work environment are essential in any sports project.
International sports management: lessons from the field
One of the key lessons from his career has been the importance of understanding cultural differences and timing in each market. Launching academies in countries like Dubai, Mexico or Hong Kong has required years of preparation, institutional relationships, and flexibility.
“I wish I had started earlier in training for the international dimension of sports. Each country has its own culture, timing, regulations and dynamics. Understanding that takes time, experience and a lot of adaptability.”
This type of intercultural knowledge is now a core skill for any professional aspiring to work in global sports management.
Key advice for aspiring sports professionals
José Antonio summarizes his advice for those seeking to build a career in the sports industry as follows:
- Learn languages, especially English, which is essential in a global environment.
- Invest in continuous and specialized education, such as master’s programs and technical certifications.
- Seek hands-on experience early on, through internships, volunteering or collaborative projects.
- Connect with experienced professionals—mentors, industry leaders, and specialists.
- Participate in networking events and career fairs, like the SPORTS BUSINESS Employment Fair, where valuable contacts are made.
- Show attitude, commitment, and passion—these qualities often make the biggest difference beyond your résumé.
“Academic education and professional experience are two essential pillars for growing in the sports sector. But without the right attitude, it’s very difficult to make progress.”
Interested in a career in sports? The experience of José Antonio González Barato shows that with strategic vision, continuous learning, and a proactive mindset, it’s possible to access a dynamic, demanding, and opportunity-rich global industry. The sports business needs new talent with a global vocation.
