Connecting Athletes, Brands & Fans: Sports Marketing with Group One Agency

Join us for “Connecting Athletes, Brands & Fans: Sports Marketing with Group One Agency” on 21 October 2025, featuring Omar Sherif, Strategy Director at Group One Agency and IE University alumnus.

In this interactive on-site session, moderated by the IE Sports Business Club, Omar will share his journey from IE student to leading strategist in one of Europe’s fastest-growing sports marketing agencies, offering real-world insights into athlete branding, sponsorships, and fan engagement.

With a focus on practical takeaways, participants will explore:

• Omar’s Journey & Group One Agency:
  How Omar transitioned from IE to shaping international campaigns for athletes and brands.
  The story behind Group One — a global agency backed by top players like Thibaut Courtois and Marco Asensio.

• Inside Sports Marketing:
  What makes athlete-brand partnerships work?
  How agencies connect fans, sponsors, and athletes through creativity, analytics, and digital engagement.
  Real campaign examples and lessons from successful activations.

• Careers in Sports Marketing:
  The skills, mindsets, and career paths that drive success in sports marketing — from agencies to clubs and federations.
  Practical advice on how students can break into the field and stand out.

The event will conclude with an open Q&A, giving attendees the chance to engage directly with Omar and gain actionable insights into how sports marketing shapes modern fandom and athlete storytelling.