March 1, 2023
Technology & innovation
Events
Sports Tomorrow Congress closes the curtain on a day marked by storytelling and new technologies
The second day of the Sports Tomorrow Congress took place on Tuesday, February 28. After a first day focused on mental work, artificial intelligence and sports medicine, Tuesday’s turn was for storytelling and the future of sport through technology.
The morning began with a talk on Virtual Reality applied to sport led by David Tinjust, Director of Technology and Intelligence at the FIFA Medical Centre of Excellence, Mavi Sánchez-Vives, PhD in Neuroscience and ICREA researcher, and Daniel Memmert, Executive Director of the Institute of Exercise Training and Sport Informatics. In a relaxed and interesting session, they delved into how virtual reality technology can contribute to improving medicine, research and education in the field of sport.
Afterwards, Pedro Mendonça, Senior Partner at McKinsey Sports & Entertainment, spoke about the future of the soccer business, the relationship between clubs and their fans and the strategies to follow to monetize this relationship.
Àlex Barbany, Director of Operations of Espai Barça, presented the project to the attendees, focusing on the different points of its value proposition: community and environment, technology and innovation, sustainability and hospitality.
The project, which will have an investment of 1.5 billion euros, aims to modernize and create new spaces and assets that will generate additional income for the club, and turn the city into the best sports and entertainment destination in the world.
Before the first break of the day, Alex Dreyfus, CEO of Socios.com explained how to exploit Web3 to become a source of additional revenue and fan engagement in the particular case of FC Barcelona.
Peter Moore, former CEO of Liverpool, opened the second and last block of sessions of the morning, focused on the consumption of sports through technology and new audiovisual media. Moore, who has a long career managing large video game and entertainment companies, spoke about the metaverse and how it will be possible to interact with events remotely through augmented reality applications.
Amani Martin, television producer and one of the first executives to create sports-themed documentary content in the United States, spoke about audiovisual storytelling linked to the world of sports and how it has evolved in recent years on platforms such as HBO, ESPN films and Netflix.
In the last session of the day, sports business influencer, Joe Pompliano, talked about how to reach global audiences through social networks and the importance of targeting the audience in the right channels and with the right formats.
To close the day, the Sports Tomorrow Congress was attended by FC Barcelona president Joan Laporta, who was responsible for making the closing speech and thanking the speakers and attendees for their presence at the event.
In addition, Laporta announced a new line of activity of the Barça Innovation Hub towards investment in startups. This new approach has already materialized in agreements with the companies Visualfy and OLIVER, and has been formalized on the same stage with an official photo with the founders of both startups.
The Sports Tomorrow Congress closed its sixth edition and first in the framework of the Mobile World Congress with a very positive balance, with more than 500 registered attendees and the presence of leading experts in their respective fields in the world of sports.
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