The third day of lectures offered a true masterclass in elite sports management. Through three dynamic presentations, participants got a behind-the-scenes look at major sports organizations, learned how fan loyalty is built, and discovered how miracles can happen both on and off the field – even with limited budgets.
After a brief overview of the first lecture block, the microphone was first taken by Ivan Kraljević, Marketing Manager at UEFA and a professional with an impressive international career. Born in Croatia, raised in Australia, educated in Sydney and Ireland, and now active on Europe’s biggest sports stages, Ivan brought a global perspective to the participants. Through practical examples, he revealed how UEFA communicates with millions of fans worldwide, builds partnerships, and transforms sport into emotion – and emotion into a successful product.
Following him was Maja Marić, director of the agency Planer, behind some of the most prominent sports and corporate events in the region. Her lecture served as a comprehensive guide for anyone aspiring to organize flawlessly executed events. From strategy, logistics, and protocol to crisis management, Maja shared hands-on tools and tricks – all delivered with a dose of good humor and great real-life examples.
To conclude the day, Anita Šikić from the Croatian Handball Federation took the stage. With extensive experience on projects such as the Hanžeković Memorial and various World and European Championships across multiple sports, Anita demonstrated how top-level events can be created with limited resources. Her ability to identify opportunities within challenges and turn them into added value made a strong impression on the participants. She also illustrated how seemingly simple creative solutions can make a competition truly unforgettable.
All in all, the day was anything but “just another day at the office.”
It was a journey through strategy, passion, organization, and inspiration – just as it should be when it comes to sport.
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