On May 29 a new IKL training session took place, in this case focused on branding in the sports sector, where we discovered the key points to build a coherent and relevant brand.
About fifteen professionals from the sector attended the session, which was given by Raúl Ciprés, founder of Creativia Lab, a leading company in the activation of the "new sponsorship" and the conceptualization and execution of communication and marketing projects. The speaker is at the same time a professor at EAE BusinessSchool, Johan Cruyff Institute, ESADE and Blanquerna. His professional career, highly linked to the sports sector (as Director of the Badalona Youth Marketing Department, Bianchi's General Director, Marketing Director of the Real Club de Polo de Barcelona, General Director of Marketing of RCD Espanyol and Youth Advisor), has allowed us to realize the importance of branding with real practical cases of the sports industry.
Throughout the session techniques and sensory tools that we can apply to increase the attraction of our brand, such as the use of the golden ratio, were addressed. We also learned how our brand has to be prepared to activate digital soports and new technologies, such as virtual reality, holographic technology and augmented reality to generate "Fan Experience Journey".
For the west, a good brand has to be able to evoke the past, collecting its own history, provoke emotions to the present and invoke the future. It has to pick up the principles that have made it unique, because, in short, they are its distinguishing feature. It is also essential to value the experience to obtain "prosumers", consumers who are fans of the brand that generate content around them. Finally, we can not forget that the changes of emotions that can cause a certain brand, generate changes in attitude and, therefore, changes in consumer behavior.
The Grass-Twin project offers an innovative solution based on functional printing and smart monitoring for the maintenance of sports surfaces.
Grass-Twin is an industrial research project launched with the aim of addressing a common challenge in the management of sports surfaces—whether natural, hybrid, or artificial turf: the lack of advanced technological solutions for efficient and tailored maintenance.
This Wednesday, July 9, INDESCAT and the AMBIT cluster held a key session at the Eurofitness Perill sports center, where we presented the first results of the project “LIVINGLAB-FIT: Reinventing fitness spaces.” This is an initiative driven and led by both clusters with the support of ACCIÓ, as part of the competitiveness support program. The project, a pioneer in its field, aims to respond to the need of companies in the sector to redesign sports spaces to make them more attractive, inclusive, and efficient, taking into account the diverse profiles of the centers' users.
30 June 2025
Thanks to the European I3-INSHAPE initiative, INDESCAT, the sports industry cluster, has secured direct grants for Catalan companies amounting to more than €570,000. In the first phase, €329,240 was awarded to Onalabs, Eurofitness, Sevenmila, Berrly, and Tot per l’Esport — all members of INDESCAT. In a second phase, nine interregional collaborative projects involving innovative SMEs from various EU regions — including Catalonia — received a total of €244,000 in direct funding for eight Catalan companies: Barcelona Zero Limits, Factual Consulting, Improfit, MyPlay, Neorg, North 3, Placenet, and Rockfit, four of which are cluster members. All of these projects focus on innovative solutions in the fields of sport, technology, and healthy lifestyles.
30 June 2025
In a context shaped by digital transformation, demographic shifts, and a constantly evolving sports industry, the training of future professionals requires educational models adapted to today’s realities. Escola Vitae emerges as an innovative proposal within the educational sector, offering programs focused on a direct connection with the job market and the challenges of the future.
We speak with Roger Saladich, Co-CEO of Vitae, a school specialized in the fields of sports and health, which has been offering official and in-house qualifications for over fifteen years through an immersive pedagogical approach. We explore the origins of the initiative, how they integrate technology and personal competencies into their programs, and the steps they are taking to establish themselves as a leading institution in shaping the next generation of professionals in the sector.
The opening event of INDESCAT’s 15th anniversary celebration, the sports industry cluster in Catalonia, brought together members, former and current board representatives, institutional figures, and other key players from the Catalan sports sector on June 19 at the Joan Miró Foundation.
The event featured a review of the cluster’s history, the unveiling of a commemorative illustration, the presentation of special recognitions, and an interactive session led by Emogg. The celebration concluded with a cocktail reception, offering industry professionals the chance to network and foster synergies.
Prior to the celebration, INDESCAT held its Annual General Assembly, during which members reviewed the activities and budget from the past period, and future plans and forecasts for the cluster were presented.
6 June 2025
The Best Practices in Healthy Companies Conference was successfully held this Friday, June 6th, at the Tabaris Building in Coma-ruga (El Vendrell). The event was organized by the Associació Corporativa Empresa Saludable (ACES) with the collaboration of various key local stakeholders, including the Ajuntament del Vendrell, Ranking Games, Umivale Activa, FCC Medi Ambient, and the INDESCAT cluster itself.
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