Sports Education Forum 2026 — The Future of the Sports Industry

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 introducing international standards in the sports industry and sharing leading European expertise.

The main objective of the project is to transfer practical knowledge to industry professionals and promote international best practices. Global experts, based on real study cases, will discuss the transformation of the industry, including the integration of Big Data and AI, 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’ perspective on the social impact of sport, and one of the most critical modern challenges — athletes’ mental health.

Program and Format

April 17 — International Conference

The first day will focus on five key topics of the sports industry. International experts will explore these themes through panel discussions and study cases, including:

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

April 18 — In-depth Workshops and Certification

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

1. Sports Marketing & Fundraising
   Strategic planning, branding, and international practices for attracting financial resources.

2. Mental Health & Well-being
   Practical tools for strengthening athletes’ psychological resilience and building sustainable careers.

Participation Formats

Participants can choose their preferred format:

Seminar (Day 1 Pass) — 100 GEL
Full access to all five core topics of the first day, including panel discussions and international keynote sessions.

Seminar + Mental Health Workshop (2-Day Pass) — 200 GEL
First-day conference program plus a specialized practical workshop on athletes’ mental well-being.

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

📜 Important: participants attending 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