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.
30 October 2025
From October 27th to 30th, INDESCAT took part in an institutional and business mission to Colombia as part of the Foro Internacional de la Economía del Deporte para Bogotá – Región 2025, held on October 28th and 29th.
El clúster català de la indústria de l’esport, INDESCAT, va celebrar ahir en col·laboració amb el RCTB 1889, on va tenir lloc l’esdeveniment, i el Barcelona Sports Hub, la jornada Claus i Tendències dels Patrocinis Esportius. La sessió —que va reunir més de 130 assistents— va oferir una mirada de 360° al món del patrocini esportiu a través de perspectives diverses i els rols dels diferents actors implicats en aquest àmbit. A través de l’experiència directa d’empreses patrocinadores i de professionals amb una trajectòria consolidada, es van posar sobre la taula les claus, les lliçons apreses i les tendències a futur.
On October 13, 14, and 15, INDESCAT participated in the in-person INSHAPE project meeting in Eindhoven, a European initiative aimed at improving population health through physical activity and sport. This time, the main focus was on the SMEs involved in the project, which are carrying out innovation projects together with other European partners.
1 October 2025
La digitalització i la seguretat són dos pilars clau en l’evolució del sector esportiu, especialment en disciplines en creixement com l'escalada en rocòdroms. En un context on la tecnologia pot millorar tant l’experiència dels esportistes com la gestió dels centres, neix Lizcore, una iniciativa que redefineix la manera com entenem i vivim aquest esport.
Lizcore és una empresa tecnològica que impulsa la transformació digital dels rocòdroms, oferint un sistema integral que combina seguretat, rendiment i comunitat. A través del seu innovador Safety Gate, un sistema per a autobelays basat en intel·ligència artificial que prevé accidents, i una plataforma SaaS per a la gestió i anàlisi de dades, Lizcore fa que l’escalada sigui més segura, accessible i divertida per a tothom.
Conversem amb Edgar Casanovas, CEO i fundador de Lizcore, per descobrir com va néixer aquest projecte, quina és la seva aposta per la digitalització de l’esport i com la seva tecnologia està redefinint el futur dels rocòdroms arreu del món.
This September, INDESCAT took part in a strategic mission to the Swedish region of Skåne, together with 15 Catalan clusters. The mission, organised by ACCIÓ, aimed to explore one of Europe’s most advanced innovation ecosystems and to establish synergies for future European projects.
14 September 2025
INDESCAT and the AMBIT cluster presented on September 15 the results of “LIVINGLAB-FIT: Reinventing Fitness Spaces.” This pioneering initiative aims to respond to the needs of companies in the sector to redesign sports spaces to make them more comfortable, attractive, inclusive, healthy, and efficient. The ultimate goal is to attract new members and improve the experience and loyalty of existing ones, as well as the staff working in these centers. This project, promoted by both clusters and with the participation of various stakeholders —from fitness centers to sports equipment suppliers and the academic sector— has received the support of ACCIÓ within the framework of the competitiveness support program.
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