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About the GSIC Institute

The GSIC Institute is an initiative fully operated by the Global Sports Innovation Center (GSIC) powered by Microsoft with the aim to increase the level of professionalism, and the pool of professionals, and keep up with the increasing demands of the sports industry through educational programs and courses.

We are convinced that in this era of rapid digitalization and transformation, we need to provide both current and future sports industry professionals across all parts of the organisation, with tools that can accelerate their entry into the industry, facilitate contacts and increase the necessary the level of knowledge to be able to drive digital innovation, adoption and transformation processes within their organizations.

Global Sports Innovation Center powered by Microsoft (GSIC)

2

Offices: Madrid and Singapore

450

Members Supported

45

Countries

GSIC Content Resources

The GSIC is an active content creator for the sports tech ecosystem. We deliver over 100 different online and onsite events per year, most of which are recorded and are available for re-watching on our GSIC Media platform. This platform was built to meet the needs of both our members and the rest of the ecosystem, with on-demand, recorded webinars, conferences, seminars, round tables, fireside chats available for educational purposes. This content is classified into various categories and also contains all the information about the speakers and the details of the session. This is a valuable resource that aids as a complement to the training available from the GSIC Institute.

The access to GSIC Media is exclusive: only GSIC Members and GSIC Institute Students have free access to this area.

Members Solutions Showcase – Building the future of Web 3.0

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Members Solutions Showcase – Technology that creates metaverse in sports

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Even the all-powerful Pointing has no control far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the…

Presentation report “Sponsorship activation and Digital Transformation

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Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the…

Our Experts

At the GSIC Institute, we count on the support of all GSIC members and collaborators: our GSIC Ambassadors and a network of experts of the highest-level professionals, whom we invite to share their knowledge and experience in their areas within our various programs. Our members and partners are the most reliable references for us to create the quality of content that will is completely aligned with the reality, challenges and opportunities in today’s sports industry.

Sebastian Lancestremere

Sports Business Managing Director at Microsoft Corp.

Senior Executive with 25 years of international experience in the IT Industry at Microsoft and startups in developed and emerging markets in Latin America, Europe and World Wide. Well-rounded Managing Director who has consistently delivered outstanding performance: setting up new business units, growing market share and developing talent, leading innovative and strategic projects for the company and expert in digital transformation. Business leader who focuses on how Information Technology can help organizations take advantage of the Digital Economy while contributing to a better society.

Javier Martínez

Senior Advisor -Manchester City Football Group / Globant

Passionate Sports, Travel-Leisure & Entertainment Senior Executive:
+ 25 years translating passion/epic stories into outstanding business results at World leading Companies such as:
• The Walt Disney Company (VicePresident, 2001 – 2014, in seven different Markets)
• Atletico de Madrid Football Club (Business & Experience Managing Director, 2014-2017).
• Global Sports Innovation Center powered by MICROSOFT (Ambassador/Mentor, 2017-present) .
• MANCHESTER CITY Football Club ( Fan Innovation / Senior Strategic Advisor , 2017-present)
Now, an independent Senior Advisor helping companies CONVERTING emotionally CLIENTS INTO FANS, and Clubs’ FANS INTO loyal CLIENTS!
Javier is also an Inspiring KeyNote Speaker and dynamic Tech Innovation Landscape activist.

Minerva Santana

Innovation and Global Development at LaLiga

Juan Iraola

Digital Technology Responsable for Real Sociedad de Fútbol

In charge of defining and implementing the digital strategy across all the areas and business within the club, with the main goal to be closer to people and fans, improving the processes and business operations and identifying new revenue streams.

MA degree in Industrial Engineering obtained from the University of Navarra. Consultant and project manager during more than 25 years in different sectors as sports, advertising, software development and consultancy, aerospace, machine building, automotive, retail; leading projects mainly focused on ERP, CRM, Business Intelligence, defining and implementing Marketing Online and Digital Transformation Strategies.

Iris Córdoba

General Manager of the Global Sports Innovation Center powered by Microsoft

She has developed her professional career linked to enterprise development and the support of SMEs from the public and private side, with special focus on culture sector, Spanish language-related economy, entertainment and sports industry, both in Latam and in Spain. Specializing in project management, networking creation and business development. Since the beginning of 2015, she has launched the Global Sports Innovation Center promoted by Microsoft, a collaborative initiative between the public, private and academic sectors, which aims to promote innovation in the sports industry, creating an ecosystem composed by nearly 200 companies and institutions that generate synergies and value projects in the sector.

Iris actively participates as a speaker, mentor and jury in startup competitions and in events linked to sports and technology on national and international levels such as Sports Analytics World Series, The SPOT, TEKAN TEN by Asics, WFStartcup by GSIC, among the others. In 2016, she was recognized as one of the 10 most influential women in the sports industry according to the ranking published annually by Metadeporte magazine. Likewise, in 2017 she was a candidate to be one of the top 100 women leaders in Spain of the magazine Mujeres y Cía. She is an active member in various forums, such as the CSD woman, the Sports Committee of the Spanish Association of Women Marketing, Soccer in Words from the Miguel de Cervantes Virtual Library or Engagement de Mujeres y Cía. She is also a member of World Football Summit Advisory Board.

Francisco Calvello

General Manager of Football and Travel

Entrepreneur, businessman, former football player and journalist with a track record of over 16 years in the world of football and 9 in the world of business and sports management, Francisco is an expert in the development of global business with a focus on football and tourism. Working experience in diverse markets and cultures, such as Argentina, Spain, England, Germany, Italy, USA, India, South Africa and Kuwait, among others.

At 25, after having worked as an international football specialist in Argentina’s Diario Olé, he decided to focus on his passion: making ideas come true with a global outlook. In 2011, already residing in Spain and amid a voracious economic crisis, he founded his first company, Astorini Media, to later dedicate heart and soul to the world of football by creating Spocs Center Madrid – the first private training centre in Spain for team-less football professionals, which was attended by more than 150 players from 35 different countries. Since that moment, he has been linked to innovation and the development of global football-related projects.

He is currently in charge of the Football and Travel company, where he helps professional football clubs expand internationally through the development of tourism-sports experiences aimed at fans across the globe.

Vanina Farber

Holder of Elea Chair of Social Innovation

Vanina Farber is an economist and political scientist specializing on social innovation, entrepreneurship and corporate social responsibility, with also almost twenty years of teaching, researching and consultancy experience, working with academic institutions, multinational corporations and international organizations. She is the holder of the elea Chair for Social Innovation.

In her research, Vanina is interested in studying and fostering the application of innovative, practical, sustainable and inclusive market oriented approaches that aspire to change the world by eliminating the root causes of social ills. Her research focuses on scaling up social businesses and on innovations in inclusive value chains, especially last mile distribution. She has done research in European and Latin American countries and published several articles, including “Barriers and public policies affecting the international expansion of Latin American SMEs, evidence from Brazil, Colombia and Peru” Journal of Business Research, 2015.

Vanina is also interested in education and pedagogy. She has studied how case based/experiential learning affect the intention of graduate students to become social and responsible entrepreneurs. Some of the results can be found in the article “In Alain Gibb’s footsteps: Evaluating alternative approaches to sustainable enterprise education,” published in the International Journal of Management Education in 2016. She currently opened a third line of research focusing on the personality traits of social entrepreneurs. Do social entrepreneurs think differently? Are there different personality traits, risk profiles or social anchors that differentiate social from purely commercial entrepreneurs? What makes, if anything, a social entrepreneur different?

Prior to coming to IMD, Vanina was Professor and Chair of Sustainable Entrepreneurship and Social Inclusion at Universidad del Pacífico, Peru, were she also was the Dean of the Graduate School of Business from 2014 to 2016.

From 2005 to 2017 she was also an Adjunct Professor for IE Business School, Spain, where she taught Economic Environment and Country Analysis in blended programs and designed and co-directed the training course for professors “Leadership in Blended Education”.

Vanina has worked as a researcher and consultant for different international organizations and national institutions in Switzerland, Spain and Peru.

Vanina holds a PhD in business administration (economics) from the University of Memphis in the USA.

Konstantinos Pelechrinis

Associate Professor at University at Pittsburgh

Kostas is an Associate Professor at the School of Computing and Information at the University of Pittsburgh. He holds a PhD degree in Computer Science from the University of California, Riverside and his research interests include network analysis, data science and applied machine learning with an emphasis on applications in urban informatics and sports analytics. He is a recipient of the prestigious Young Investigator Award from the Army Research Office for his work on heterogeneous networks, while his research is also supported from the National Science Foundation. He has collaborated with professional sports teams.

Franco Segarra

Head of Digital Innovation – Valencia CF

Mike Yang

Founder & CEO - AquaBloom Sports Group

USA, Greater China and International Sports Industry, Sports Technology and Innovation Serial Entrepreneur/Investor/Corporates

Key Missions:
1. Gather and fulfil the high-end Sports demands and opportunities of China market, provide comprehensive solution package from global resources; and add unique values and increased volumes of the selected projects
2. Provide high quality service system and contents to help overseas Sports companies gain success in the China market
3. Provide high quality service system and contents to help China Sports companies gain success overseas
4. Systemically assist high-tech and all kinds of innovations to apply in Sports industry
5. Synergise the Finance Industry and Capital Market with sports industry and sports innovation
6. Promote Sports Industry’s integration with different industries, increase sports consumption, China and International Dual Circulation, Global sports services trades and developments

Matteo Montanari

Founder & CEO MMDP – MultiMedia & Data Professionals

With 20+ years of International and Multicultural Executive and Commercial experience at leading companies, since 2001 in Telco, Media and Internet ecosystem, he’s got a proven track record of success in managing innovative business. Pioneer in digital transformation initiatives and in mobile solutions for value added services and payments, he’d been succesfully driving new business development on several vertical industries: Entertainment, Sport, Finance, Publishing and Media.

He’s based in Florence, Italy, cradle and soul of the “Digital Renaissance”, six centuries after the wave of innovation that build the new world in which we’re living now!

Unmish Parthasarathi

Founder of PictureBoard Partners

Unmish’s love affair with digital video started in 2000, when he was deputed from the London newsroom of Sports News Television (IMG’s JV with the Associated Press) to create a wholesale service offering for “portals”. Next came a startup, creating Champions League match highlights for six Vodafone markets and Robbie Williams concerts, followed by the iPlayer at the BBC, ESPN Player in Singapore, KL and Hong Kong, BallBall in Indonesia, Vietnam & Japan, and, most recently, selling highlights to the 2019 ICC Cricket World Cup into 140+ countries. eSports is now in focus for this Cricket Tragic, and he’s using digital video as a central catalyst to forge partnerships with brands, agencies, media, event venues and fans.

Sam Li

Head of International - Sina Sports

Experienced global sports industry executive; advisor, mentor, and investor to early stage sports tech startups.

Currently runs all international aspects of Sina Sports and Weibo Sports, one of the largest sports digital media and social media platforms in China.

Broad and extensive experience in working with startup founders on strategy, networking, fundraising, deal sourcing, and legal issues. Main verticals of focus include media content, broadcast technology, fan engagement, social media, esports, betting and fantasy sports, athletes performance, health and wellness. Advisory and investment portfolio of over 20 startups. Mentor/judge of several sports focused accelerators including Techstar Sports, Stadia Ventures, Microsoft Global Sports Innovation Center, HYPE Sports, and startupbootcamp.

Former Vice President at NBA and speaker at industry conferences including Leaders, SportsPro, SportsAccord, Sportel, APOS, All That Matters, SPIA, Soccerex, etc.

Rodrigo Garza

Partner - Fund Sport Business

Former Olympic athlete, Partner at Fund Sports Business, Ambassador of GSIC
Seasoned global brand marketing and sponsorship executive with 15 years of vast experience creating and delivering high-impact strategic programs that drive branding and market dominance in ever-changing, dynamic environments. A champion of managing highly complex and detailed projects from initial scope, planning, execution, and follow-up; expertise in new market identification, and strategic positioning for digital marketing that drives traffic, engagement, new lead generation, and retention. Respected leader motivates by example, which drives organizational teams to give 100% effort and loyalty.
A few of his credential include:
• International Executive Master of Business Administration (MBA)
• Member of Spanish Experts in Sports Marketing Association
• Postgraduate Diploma, Digital Marketing
• Bachelor of Business Administration
• Field Hockey Olympic Medalist, 2008
• Participated in 3 Olympic Games: Sydney 2000, Athens 2004, and Beijing 2008

Ricardo Gomez Silva

Owner - SSTUDIO Marketing

Currently working as a partner of SSTUDIO Marketing & Entertainment (2003 ~ to date), Ricardo Gomes Silva is responsible for the advertising creation, strategic planning, marketing, development, management, promotion and public relations of entertainment events that gather thousands of people, some of them broadcasted live to national and international TV channels.

Sports specialist with twenty five years experience in Sports and Event Management across all levels -local, state, national and international sporting organizations, including 15 years with the KT & Octagon as New Business , Planning, Operations Director on a wide range of sports modalities and events as professional tennis, golf, box, Xtreme, Indoor Volleyball, Beach Volleyball, Handball, Marathon, Track in Field, Polo, Indoor Football, Para-olympic modalities, Swimming, Basketball, Mix Martial Arts, Professional Soccer, Beach Soccer and others.

He was responsible for the following sports events: Peace Cup Professional Soccer Tournament, IV IBSA Pan-American Games, XVII International Law and Enforcement Games, Brazilian College Games, Brazilian Law and Enforcement Games (19 countries), Mix Martial Arts International Championship, Summer Sports Festival, III IBSA World Championship (63 countries) route to Beijing, and others.

Ricard Garriga

Co-Founder of Torrent Road Capital & Menorca Millennials

Ricard Garriga, co-founder Torret Road Capital & Menorca Millennials, the first startup Decelerator for Series A global companies│prev. YouNoodle, 22 Barcelona City Council│Inspired at UCBerkeley │Proud Investor of 8fit, Bulletin.chat. Trappit, AragonProject, 3DdigitalVenue. Passionate about start-ups, investment and talent attraction. He has 12 years’ experience in the entrepreneurship ecosystem, starting at La Salle university in Barcelona where he helped raise capital for tech start-ups and spinoffs, then in 22 Barcelona City Council to implement public policies, and subsequently in California as head of strategy and growth in YouNoodle, a Silicon Valley start-up, where he was in charge of open innovation projects for large corporations and talent attraction programmes for 7 countries, then founding the new concept of ”start-up decelerator” MenorcaMillennials which detects global talent in order invest with it’s own funding company, TorretRoad.
To date 2 failed companies, €27m raised by 16 of them and 2 companies acquired.

Jesús Serrano

Business Development Architect

Jesus is a +15 year experienced professional specialized on Customer experience and UI Development Technologies. He is Business Development Architect in Sports and member of UX Worldwide Leaders at Microsoft. He’s frequently required as speaker about UX design & UI development for both national and international events.He has designed and led the Customer experience and Design Teams in many Lighthouse, Tier 1, BMC and Consumer projects across different technologies for some of the most important global companies. He’s absolutely passionate about simplifying the use of technologies and bring them closer to the users. If you have an UX problem, if no one else can help and you find him, maybe you should speak with him

Guillermo Morales

Chief Project Officer

With 15+ years of experience on the technology business, working with banking, energy, telco, industry and public-sector clients, envisioning and defining technology strategies, digital services and solutions to help to realize business value. Joined to Microsoft in 1998, he has worked for the top WW consulting companies and currently working as Solution Architect at Microsoft.

María Barberá

Marketing & Sales professional

What defines me is the motto “Make things happen”. Marketing and Commercial professional with a solid experience in the design of new business & commercial offers, marketing and communication strategies, CRM Planning.

Global Vision | Experience in coordination of local and international teams and projects.

Business Growth | Focus on Projects oriented to results, ROI, market share growth and brand awareness.

Marketing Plans | Integrating all elements in effectives strategies to reach target audience (media, events, promotional campaigns, digital, in-store, PR and CRM) develo- ping outstanding strategies.

New Trends | Activation of new out of the box ideas, blogging, video content, events, e- commence and new technologies.

Experience in several sectors | Retail, TELCOS, Sports, Automotive, Bank, Financial, Consumer goods and Services.

Expertise in developing Worldwide Sports Sponsorships proposals.

Luis Cervera

Stadium Director at Levante U.D.li

Currently Luis is Director of New Projects and Operations Levante UD SAD; member of the commission “Marketing, financing and federative management” in the Spanish Olympic Committee; member of the Board of Directors of the Sports Managers Association of the Valencian Community; vocal Territorial Board Lift IESE. His previous experience includes the positions of Director of Operations Valencia CF SAD (2015-2017), General Director of Valencia CF SAD (2013-2015), Director-Manager of the Valencia Municipal Sports Foundation (2001 -2013).

Patricia Rodriguez Barrios

Managing Director at SD EIBAR

I have been working at PwC more than nine years, last of them as a assurance manager. In 2014, I started working at SD Eibar as a Finance Manager and two years after, in 2016, I assume the role of Managing Director of the Club. During two last years, I have reached an increase in revenues of 85% and the reinforce of the image and notoriety of the SD EIBAR brand in countries like Japan.

Blanca Romero

Doctor in CC AF and Sports. Professor at Camilo José Cela University. PF and retradapter in Madrid CFF

Rayde Luis Baez

Managing Director at WWP Weirather Wenzel & Partner

Born and raised in Dominican Republic, relocated to Barcelona over a decade ago. Rayde is a passionate partnership narrative builder, and steers the operations of the WWP Group in the Iberian Peninsula since 2016, leading the agency work with brands and properties such as Audi, FC Barcelona, Real Madrid, Red Bull, MotoGP, BMW M, SEAT, TAG Heuer, LaLiga and Santander Private Banking. Trained as an Economist with postgraduate education in Banking & Finance, and Sports Management, prior to his role at WWP oversaw the strategic business of Euroleague Basketball’s digital output and content marketing initiatives, the sponsorship sales and relationships with its partners in a joint creative effort that continuously delivered return on investment.

J.Eduardo Campos

President and Managing Partner of Embedded Knowledge

J. Eduardo is a seasoned strategist who designs sustainable solutions by building bridges across diverse groups. After creating business growth opportunities on four continents through his leadership roles at PwC, Embraer, and Bell Canada, he spent thirteen years at Microsoft, first as a cybersecurity advisor, then leading innovative Microsoft projects at the highest levels of government in the US and abroad. Today, J. Eduardo is realizing his dream of building a better tomorrow by leading his consulting firm, Embedded Knowledge, Inc., to develop value propositions, customize business strategies, and form partnerships that enable organizations and entrepreneurs to design creative solutions for their complex problems.

Patricia Rodriguez Barrios

Managing Director at SD EIBAR

I have been working at PwC more than nine years, last of them as a assurance manager. In 2014, I started working at SD Eibar as a Finance Manager and two years after, in 2016, I assume the role of Managing Director of the Club. During two last years, I have reached an increase in revenues of 85% and the reinforce of the image and notoriety of the SD EIBAR brand in countries like Japan.

Ricardo García-Viana Brookes

Sports Marketing Master Director in Escuela Real Madrid at Universidad Europea

Sports Marketing Master Director in Real Madrid – Universidad Europea School. With a background in tourism and event management, has been working as a lecturer for Universidad Europea for 23 years and directing different master programs for 17 years now. Former professional indoor soccer player.

Carlos Canto

CEO - SPSG Consulting

Carlos is the CEO of SPSG Consulting, a boutique consulting firm specialized in Sports, Entertainment and Sponsorships. Previously, he used to work at IMG for 10+ years as VicePresident of the Consulting division, and afterwards, 2,5 years at Lagardère Sports, also as VicePresident of the Consulting Division. He has lead projects in 23 countries. In addition, he is a “Sport Business” professor at ESADE Business School, Escuela Universitaria Real Madrid and LaLiga Business School, and a “Sponsorship – Partnership” professor at IE – Instituto de Empresa. He has had the opportunity to lecture MBA students from Columbia University, Wharton University and Georgetown University, among other in Sports Business topics. Moreover, he is a Member of the Board of the Spanish Marketing Association (where he leads the “Sport” chapter), and Member of the Advisory Board of WFS-World Football Summit.

Danny Cortenraede

CEO & Founder – InStudio Ventures

Danny is currently the President at Wannahaves Inc. and 433 where he is responsible for providing the strategic direction of their NYC office.
Danny built his reputation as a global serial entrepreneur ready to succeed in every business setting as he built several successful companies: Wannahaves & 433, InStrategy Consulting, DC Venture Capital Partners, Enterprise Media, NanoFixit, and Villa Lançamento. Please see his work experience for specific information regarding these roles.

He is a natural leader, creative individual, experienced digital-marketer and business developer known for his ability to problem solve any business issue and help build a brand through story-telling. His industry knowledge includes, but is not limited to, media, digital marketing, sports marketing, (sports) tech, telecommunications, and consumer electronics.

Due to his entrepreneurial and corporate background, he has developed and maintained relationships with an extensive amount of (C-level) senior executives at many Fortune 500 companies, as well as media and creative agencies, and in addition to these relationships, he is proud of his 15+ years of experience in building successful businesses and personal brands, as an Executive, Managing Director, CCO, CMO, and Account Manager, and desires to share the lessons he has learned along the way.

Francesco Anesi

Marcos Eguillor

GSIC Ambassador

Marcos has worked in the digital arena since 1999, in the Internet, telco, mobile devices, apps, software, Internet of Things, media and broadcast, videogames, esports, social media and content, gamification, elearning, crisis communication, education and consulting verticals, among others.

He has played international leading roles in innovation, digital transformation, product/services design, development and standardisation. He has also got leading responsibilities in corporate and business development and project management.

He is a serial entrepreneur, investor, mentor and director in multiple ventures. He is a co-founder of MAD Lions esports club (acquired by the Canadian OverActive Media group). Also, a co-founder and chairman of the board of Barbara IoT, a deep tech company with a focus on IoT and cybersecurity. Further, founder of the Innovation as a Service resultancy firm BinaryKnowledge_, and cofounder of IdeaFoster, innovation agency acquired by the peruvian company Canvia.

Marcos is a member of the Spanish Institute of Directors-Administrators (IC-A). He has worked in international organizations, being a member of board of the Open Mobile Alliance (OMA) on behalf of the Telefónica Group, a member of the Spanish Association of Telecommunications Engineers (COIT-AEIT) and a representative member before the Spanish Engineering Institute (IIE). In addition, he has been a member of the committee and vice-president of the Spanish Red Cross in Madrid, a member of the advisory board of the IMAN Foundation or a member of the Internet of Things Council.

He is an independent consultant and evaluator of FP7 and Horizon2020 calls of the European Commission.

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