Johan Cruyff Institute participated as a Learning Partner at SPORTBIZ EUROPE, one of the leading sports industry events in Barcelona
Johan Cruyff Institute took part as Learning Partner in SPORTBIZ EUROPE 2025, one of the most important gatherings of the European sports industry, held from October 7 to 10 at the Antiga Fàbrica Estrella Damm in Barcelona. The fifth edition brought together industry leaders to discuss sports innovation, industry transformation, and the future of sport, combining panels, specialized workshops, networking sessions, and success story presentations.
Participation of Leading Sports Brands and Organizations
Organized by Good Morning Sports, the event featured participation from top 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.
Featured Panel: Smart Stadiums, Innovation, and Fan Engagement
As Learning Partner, Johan Cruyff Institute hosted the panel “Towards 2030: Smart Stadiums, Sustainable Innovation and Fan Engagement”, focused on how technology and innovation are transforming sports venues into smart, sustainable, and fan-centered spaces. Experts included:
- Paul Van Dooren, VP of Smart Stadium, Sorama
- Bjorn Poels, CCO, Bundeling
- John Van de Laar, President, Orange Sports Forum
- Walter Joosten, President, Orange Sports Forum Spain
The panel covered innovation in sports infrastructure, user experience, and fan engagement. Walter Joosten moderated the session highlighting the importance of sustainability, while John Van de Laar presented strategies for smart stadiums. Paul Van Dooren showcased Sorama, a system of intelligent acoustic monitors that enhance fan participation, and Bjorn Poels introduced the Bundeling platform for managing sports partnerships and networking.
Additional Panels and Academic Participation
Johan Cruyff Institute also participated in two additional panels:
Lukas Dorda, Associate Academic Director, moderated “Sports Industry Outlook: Revenue Streams, Innovation, Strategy & the Way Forward”, discussing revenue models and innovation strategies in sports.
Edgar Romero Jara, Global Corporate Relations Manager, led “Bridging the Future: Shaping Next Gen Sports Industry Leaders”, where young leaders shared insights on the future of the sports industry.
Benefits for the Educational Community
Through its role as Learning Partner, students and alumni of Johan Cruyff Institute gained access to the event, enjoying panels, workshops, and networking opportunities with top global sports industry professionals.
