Doha: Josoor Institute, a centre of excellence for the sports and events industries, inspired and developed by the Supreme Committee for Delivery & Legacy (SC), collaborated for the first time with Qatar University’s College of Arts and Sciences (QU-CAS) to deliver two professional development workshops on sports and events.
The workshops ‘Marketing and Public Relations (PR) for Sport and Major Events’ and ‘Creating High Performance Sports Organisations’ are the result of a long-lasting partnership between QU and Josoor and had in attendance a large number of delegates, including over 60 QU students.
The workshops also had over 40 delegates from Qatar Stars League and its clubs attend and engage in thought-provoking discussions with the speakers. Overall, there were 180 delegates from local organisations attending the workshops.
Mushtaq Al Waeli, Executive Director (Acting), Josoor Institute, said: “This was our first collaboration with QU for the delivery of professional development workshops and I would like to commend the QU team on their contribution to making the workshops a success.
“We aim to train and inspire many professionals working in the sports and events industries in Qatar and the Middle East and North Africa (Mena) region. This would include the younger generations who have the important mission to build Qatar’s leading position in these industries and deliver an amazing 2022 FIFA World Cup.”
The workshops were tailored to address challenges faced by sports and events professionals in Mena and build sustainable sports and events industries in this part of the world.
‘Marketing and PR for Sport and Major Events’ examined the essential role marketing and PR play in driving interest and increasing visibility for sporting and non-sporting major events. With many world championships and regional events embraced by the Arab world in recent years and large-scale brands and promoters defining specific approaches for the local market, there is an increasing demand for sports marketing and PR professionals in the region.
The workshop developed engaging and interesting topics, from practical tips for successful sports and marketing campaigns, including best real life examples of sports campaigns in the Middle East to the impact of social media for the sports industry.
‘Creating High Performance Sports Organisations’ workshop dealt with a relevant topic for sports organisations in Qatar and the region. It started with a session by sports psychologist Tom Cross, who prepared the delegates for change and innovation by making them more aware of their personal style of working and interacting with their teams.
Each workshop also featured a keynote speaker who shared knowledge and inspiration with the delegates. The first keynote speaker was Sunny Singh, Senior Marketing Officer, Qatar Sports Investment (Burrda Sportswear Brand), who talked about driving innovation, reaching new audiences and building relationships.
Simon Clegg, one of the most experienced sports business leaders in the UK, was a keynote speaker for the second workshop.
Both workshops were delivered by international and local experts, including Dr Mahfoud Amara, Assistant Professor, Sport Management and Policy, QU, Nick Thain, CEO, Sports New Media and GiveMeSport, and social media expert for the sports industry; and Keith Scully, Adjunct Professor, Georgetown University. The Peninsula
