Sports Education Forum 2026 – The Future of the Sports Industry

JBS Academy
Johan Cruyff Institute
United Nations
Edwin van der Sar

On April 17–18, 2026, Tbilisi will host the 2nd International Sports Education Forum. The event is organized by JBS Academy in partnership with the legendary Johan Cruyff Institute (Barcelona). The forum serves as a professional platform aimed at implementing international standards in the sports industry and sharing leading European expertise.

The main objective of the project is the transfer of practical experience to industry professionals and the introduction of global standards. World-class experts, through real Study Cases, will discuss industry transformation pathways, including Big Data and AI integration, digital fan engagement, and new sports marketing models.

A special highlight of the forum will be an interview with Edwin van der Sar on leadership, the United Nations’ vision of sport’s social impact, and one of today’s most critical challenges — athletes’ mental health.

Program & Format

April 17 – International Conference

The first day focuses on five key topics in the sports industry:

• Big Data & AI in professional sports
• Digital fan engagement & monetization
• Leadership (featuring Edwin van der Sar)
• Sports marketing & fundraising
• Athletes’ mental health

April 18 – Advanced Workshops & Certification

The second day is fully dedicated to practical learning. Participants choosing the two-day format will join one of two parallel intensive tracks:

1. Sports Marketing & Fundraising
   Strategic planning, branding, and international fundraising practices.

2. Mental Health & Wellbeing
   Practical tools for building athletes’ psychological resilience and managing sustainable careers.

Participation Formats

• Seminar (Day 1 Pass) – 100 GEL
Full access to all five main topics, panel discussions, and international speakers.

• Seminar + Mental Health Workshop (2-Day Pass) – 200 GEL
Day 1 conference program plus a specialized practical course on athletes’ mental wellbeing.

• Seminar + Marketing/Fan Engagement Workshop (2-Day Pass) – 200 GEL
Day 1 program plus an intensive workshop on sports marketing, fundraising, and fan engagement strategies.

Important: Participants completing the second-day specialized workshop will receive an international certificate confirming their professional qualification.

Event Schedule

April 17 — 09:30–17:30
April 18 — 10:00–16:00