2024 edition of Sports Tomorrow Congress returning to MWC Barcelona to discuss the personalisation of sport

2024 edition of Sports Tomorrow Congress returning to MWC Barcelona to discuss the personalisation of sport

New edition of the sports innovation congress promoted by the Barça Innovation Hub to be held on February 26 and 27 with the participation of technology and innovation specialists from around the world

Next February 26 and 27 are the dates of the 2024 edition of the Sports Tomorrow Congress, promoted by the Barça Innovation Hub (BIHUB) and which every year brings together R&D and technology experts from all over the world to discuss the future of sport in these areas. This will be the seventh edition of a fully consolidated international congress that more than 11,500 people have attended over the years and which has received informed contributions from more than 400 industry leaders.

For the second year in a row, the event forms part of the MWC Barcelona, the world’s largest and most influential connectivity event, and which the city of Barcelona has the honour of hosting every year. This has been made possible, once again, thanks to the strategic partnership established between FC Barcelona and GSMA, which hosts MWC Barcelona.

Personalisation in the sports world

The tag-line of the 2024 edition of the Sport Tomorrow Congress is “Shape your own game”, and will serve to debate the growth and diversification of personalisation in the world of sport, a reality that is helping athletes to boost their performance and access new training programmes, nutrition plans and customised recovery strategies, while also involving fans by enhancing their user experience through personalised content and the possibility of increasingly greater engagement with the athletes they admire and with other fans.

Online passes now available

The new edition of the Sport Tomorrow Congress will be held over two days at the Fira de Gran Via in Barcelona. As at the last edition, there will be networking area and a large conference hall that will host a dozen thematic sessions, thus offering the ideal platform to interconnect experts and the audience in a dynamic, enriching manner. The event is aimed at all practitioners from across the full spectrum of sports disciplines and can be followed in person (by invitation only) or online, for which viewing passes are already on sale via the congress website.


Featuring the club’s Global Partner, WhiteBit

The speakers at the event will, as always, be a carefully selected series of prestigious international experts with extensive backgrounds in various areas of the worlds of technology and sport. The list of confirmed guests already includes Ukrainian Volodymyr Nosov, CEO of the WhiteBit company (one of the club’s Global Partners), who will be giving a session on blockchain; the American Meredith McPherron, CEO of Drive by DraftKings, who will talk about investments in sports technology; Icelander Skarpi Hedinsson, CTO of the Los Angeles Rams, who will be contributing his experience on the latest innovations in sports venues; and the Dutchman Asker Jeukendrup, a renowned expert scientist on sports nutrition, who will be looking at the latest developments in his field.

Statement by FC Barcelona president Joan Laporta

“We are proud to announce a new edition of the Sports Tomorrow Congress within the framework of the strategic partnership between FC Barcelona and GSMA, which hosts MWC, the biggest and most influential gathering on connectivity in the world. Once again, Barça Innovation Hub has taken up the challenge of bringing together top-level experts to present the latest developments at the crossover between technology and sport. The Sports Tomorrow Congress has become established as an essential event in this field and confirms FC Barcelona’s intention to remain at the forefront of innovation in a constantly changing global ecosystem.”

Statement by the CEO of GSMA Ltd., John Hoffman

“The GSMA’s collaboration with FC Barcelona unites MWC Barcelona, the world’s largest and most influential connectivity event, with Sports Tomorrow Congress, the world-leading sports event, bringing together the sports and technology ecosystems with the power of mobile connectivity. It’s a massive opportunity for businesses and sports industry stakeholders to harness new business opportunities as innovative sports technology continues to delight fans, enthusiasts and athletes with insights powered by data-enriched mobile connectivity. There is no better place for this collaboration to take place than here in the heart of Barcelona, with its sporting excellence and heritage including football, tennis, sailing, motorcycling and motorsports.”