Sports Camp Barcelona: A Blog by Student Uwe Donges

Barcelona – the capital of Catalonia, known for its stunning architecture and rich artistic heritage. A city shaped by sport, football and sunshine, that offers an atmosphere that’s truly one of a kind.

This vibrant city was the destination of the Sports Camp organized by ISM in collaboration with the Johan Cruyff Institute. Located in the northern part of Barcelona, the institute was founded in 1999 with the mission of training athletes, sports professionals and businesspeople in the field of sports management.

Carrying on the legacy of its founder and football legend Johan Cruyff, the institute blends education with sports, aiming to prepare professionals capable of tackling the challenges of today’s dynamic sports industry. As Sports Management students, we were lucky enough to gain insights during this excursion that were absolutely unique and priceless.

Day 1

After a surprisingly quick journey from our capital city Berlin to Barcelona, we barely had a moment to take in our surroundings. The schedule, custom-tailored specifically for us four students, was packed from the start. We had a rough idea of what to expect, but we had no clue just how many experiences and connections we’d walk away with. One thing I can say up front: LinkedIn quickly became one of our most-used apps.

Our journey kicked off with a lecture by Edgar Romero Jara, a PhD candidate in Sports Management. He discussed the future of sport and how we, as future leaders in the field, need to navigate the changes ahead as efficiently as possible. No matter what we asked, he had thoughtful, well-informed answers. For example, while commercial sports in Latin America are expected to decline in the coming years, the SportsTech sector is booming. By 2027, it's projected that €138 billion will be invested in this space with an annual growth rate close to 18%. These numbers clearly show the impact and immense potential of the sports industry going forward.

Right after that, we were joined by the team psychologist from RCD Espanyol. A truly impressive figure. She had a presence that filled the room and radiated professionalism. The first thing she asked us to do: put our phones away. She led us through a session on the difference between stress and pressure, focusing on athlete performance. We broke down each component and analyzed the best way to manage high-pressure situations to perform at our peak. That session gave us valuable insights — not just professionally, but on a personal and emotional level as well.

But the day was far from over. On our agenda was another exciting event: a behind-the-scenes tour of the RCD Espanyol stadium.

After gathering in the entrance area, we were led through the stadium's grandstands. All was well so far, but the truly thrilling part was yet to come. After taking a walk through the main structures, we veered off into an area that most regular visitors don’t get to see. We reached a staircase that led to a door going downwards. From this point on, we were in a section of the stadium that only a few visitors had experienced before us. We had the opportunity to explore everything — from the trophy hall and press rooms to the player’s locker room and even the sacred ground of the pitch itself. It felt like stepping into a completely different world, one where only players, coaches and other key staff typically go. The feeling of walking through these iconic spaces, where so many historic moments had unfolded, was truly surreal.

However, there were two things we were strictly told not to do: Never step on the club’s crest and never set foot on the pitch itself. One was about respect, the other about preserving the integrity of the grass.

After this impressive tour, we arrived at the VIP area, where we were treated to a presentation from the Head of Sponsorship for the football club.

As our first day came to an end, we headed together into the city center and enjoyed a delicious tapas dinner. It was the perfect ending to an unforgettable day and we felt recharged and ready for what the next day had in store.

Day 2

At 8 a.m., the alarm rang. We got ready, had breakfast together at the hotel and then took the five-minute walk to the Johan Cruyff Institute, where we were greeted by Claudia Romera, former Head of Marketing for FC Barcelona.

Topic of the Day: Managing the Growth of the Women’s Football Industry

According to Claudia Romera, men’s football has already reached its peak and has little room for further growth. In contrast, women’s football still holds immense untapped potential. We delved deep into the history of women’s football and learned about the numerous challenges that had to be overcome to reach its current state.

Women face entirely different challenges compared to their male counterparts, such as biological and anatomical differences. Women are anatomically different from men, yet they train with the same methods and equipment that are not necessarily tailored to their needs. Romera predicts a bright future for women’s sports — particularly football — but she emphasizes that there are still several hurdles to overcome before it can fully reach its potential.

Our next guest was a player agent. His definition of the job? “A shark tank. Eat or be eaten.” Soft skills are essential, as one must build a long-lasting and loyal personal connection with the player. Especially with young players, agents often take on a “father figure” role. From shared dinners to overseeing sleep habits, an agent does much more than just negotiate contracts. However, the main responsibility remains: securing the best possible deal and keeping an eye on the market. Afterward, we discussed the future of artificial intelligence in scouting, whether AI could ever truly replace the human element in this process.

Another highly educational day.

Day 3

The third and final day of our excursion arrived and the focus for the day was Digitalization in the Sports Sector. Aina Canti, who works in MotoGP, spoke with us about the future of this industry and how to fully tap into its potential moving forward.

Big data is becoming increasingly important. For example, the market has grown from €1.4 billion to over €5 billion within just five years—a growth of over 350%. As of 2025, the AI sector in sports is estimated to be worth €1.2 billion, with a projected annual growth rate of 14.7% until 2034. According to Canti, artificial intelligence is poised to fundamentally change sports during this decade and we’re still far from understanding the full extent of its impact.

To wrap up the experience, we were awarded certificates from the Johan Cruyff Institute — an invaluable memento of this enlightening time — and looked back on the sports camp with a sense of pride. We had set high expectations, but nothing could have prepared us for just how intense and insightful these three days would be.

It was an unforgettable experience that not only expanded our knowledge but also opened our eyes to the exciting future of sports management.

Here you can read more about our Sports Management programs: