The leader for this area is:

At a glance:
• 1 day dedicated to sport as a tool for international projection: June 30.

• With keynotes - Justin Grace, Ignacio Palacio and Unai Emery.

• 3 round tables: Sport Leadership, sports psychology and the management of crisis communication to enhance the reputation of clubs and elite athletes.

• 3 transversal lines: New narratives within sports, sports law and limits of sport as a social vector.

• 1 perspective: Networking and workshops.


keynotes and whorkshops

Justin Grace 'Creative Leadership; When knowledge and science are at the forefront of elite sport."

Ignacio Palacio- 'Beautiful Game Theory. More than football. "

Unai Emery 'Leadership beyond media pressure and results. The continuing challenge'.



Leontxo Garcia and Adriana Salazar. A Blindfolded Chess game. How the mind of a chess player works .

Yuri Morejón- Why is communication management essential in a crisis situation? Keys for athletes and institutions


Sports Leadership

Since the late nineteenth century, sport has become instrumental in the representation of the power of a nation, not only from a symbolic point of view (rites, hymns, flags, etc.), but also as physical aspect of a national power ( the construction of the infrastructure , mobilising of citizens, etc.). Sport has acquired a strategy to project these values ​b​oth internationally and locally. Today sport is, without doubt a great phenomena both socially and educationally.

We have the honor to have European coaches, sport management experts and specialists in brain training to compete and win.


Throughout history, many political leaders have used sport as an instrument for foreign policy strategy. Mao Zedong  an example of "good diplomacy"  was the rapprochement between his country and the United States through the "ping pong diplomacy". Nelson Mandela used the Rugby World Cup in 1995, a white sport,  by trying to overcome years of racial segregation and show the world the "new South Africa". The Obama administration is trying to establish ties with  sensitive countries by sending technicians and athletes . Is it just in isport? For many experts sport has become a place  to project not only  the history of a country but its culture and assets . What remains is the exploration of  the limits of this new political-sports scene.

We will be joined by two specialists in elite sports law - Juan Jose Alvarez, lawyer Quatrecasas and Ainara Knorr, director of the Unit for Elite Athletes of the Liga.

{tan= Social Inclusion}

How can an elite club develop commitments beyond the game? What are the objectives that follow the action of these foundations? Does the budget of the club determine the social message you want to project? These are some of the issues that we will discuss in the context of the round table for Sport, foundations and social inclusion that we will have the pleasure of sharing on June 30 th , 2015 in Bilbao



With regard to athletes, much of society, including the media have begun to look for the value of the happy ending and the feel good  factor in a story but equally  highlighting the tragedies . Key  figures in sport have become  icons in the past decade ,  those successes and stories are now threatened.Not only  by the defeats, of the failed baskets or goals let in,  because they have crossed seas and oceans, and come to age in the  Golden Era of Spanish sport (male), and perhaps we are not ready for the fall. It is easy to communicate  victories  and believe in  immortality and greatness , but at the same time it is undeniable that these are just moments and  when they end it is usually in a devastating way. Now, how can the communication of an institution or a sportsman in a situation of change  be managed? How do the media  tell these stories to bring greater identification with their audiences / readers? They are bearers of bad news  or are  they also responsible for a good or bad perception.

We will be joined by the  journalists Paloma del Río, director of sports TVE, Fermin Street, journalist and sports editor of the Terra page, and Yuri Morejon, communication consultant and director of Communication is Winning, consultant oriented athletes.


Copyright - Icot 2015