- il y a 9 heures
Sport and Diplomacy The Role of Athletes as Influencers
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00:00Hello and welcome. Wow, what an afternoon we've had on top of a very full day. I know that you
00:06guys have been engaged in a lot of interesting conversations, both up on stage, in the workshops, in the networking
00:13options, as well as with our exhibitors.
00:15So we are going to continue with the afternoon's activities with a talk on sports and diplomacy and the role
00:23of athletes as influencers. I'm your moderator this afternoon, Lindsay Sarah Krasnoff. I'm a historian and consultant working at the
00:32intersection of global sports, communication and diplomacy, topics I also teach about at New York University.
00:40As the global sports world continues to serve as a driving force in our internet-connected 21st century, the issue
00:50of how international affairs intersects with the sporting world is top of mind.
00:56And so that's why at this Future of Sport conference, co-organized by Viva Tech and Global Sports Week, we're
01:04talking about how sports and diplomacy can help us to live well together. That's our subject today.
01:11One of the things that has really started to change the industry a bit over the past several years has
01:18been the increased role of athlete voices across a wide variety of different topics, from human rights and civil rights
01:27to climate sustainability and beyond.
01:30And so our role today is to dig a little bit deeper and who better than to speak with than
01:37our two panelists who are at the intersection of helping to foment this change.
01:42Please welcome to the stage Sergei Pakloff and Thomas Van Schaik.
01:56Hello, Thomas. Thank you for joining us.
02:00You can sit there.
02:02And Sergei, if you can join us on this stage as well, please.
02:09We're also joined today by one of our young sport makers, Kai-Oh.
02:14Can you please come up on the stage and join us?
02:23Great. Thank you all.
02:25To my right here is Thomas Van Schaik, an associate with Unis Sports Hub.
02:31He's a highly experienced brand strategist and consultant who has worked in the sports industry for over 25 years.
02:38Throughout his career, he's had the pleasure of working with some of the world's most renowned athletes, helping them build
02:45their brands to make a difference on and off the field.
02:48And next to him, we have Sergei Palkin, CEO of FC Shakhtar.
02:55He's been involved with the club since the 1990s and has played an instrumental role in its success both on
03:03and off the field, which includes numerous domestic and international titles, including the UEFA Cup in 2009.
03:11He's in charge of all aspects of all aspects of the organization, including the team's performance, financial management, player recruitment,
03:19developing young talents, and stadium operations.
03:23Thank you both for joining us.
03:25And Kai-Oh, as our young sports maker, could you please introduce yourself to the room?
03:32Good afternoon, and I'm Kai-Oh, and I'm from Brazil, and I believe the future of sport is human.
03:41Technology provides the opportunity to make what makes most human most valuable, and what makes, and the mind is what
03:54makes us human.
03:55So, I believe that the sports organizations that will thrive will be those that work on creating experiences of connection,
04:09belonging, and positivity, and meaning.
04:16So, that's my mission as a mental health professional.
04:23I help managers of sports clubs and federations to leverage competitive results by implementing mental health, mental training programs in
04:38their organizations,
04:39and also creating a culture where athletes feel happy and respected.
04:46Thank you.
04:47Thank you.
04:47It fits so well into our theme of living better together, and we're really excited for you to join us
04:52and add your expertise into our conversation.
04:56Before we begin, a little warming up of the audience.
05:00Can you raise your hand if you know what sports diplomacy is?
05:06Or if you think you might know what sports diplomacy is?
05:10Don't be shy.
05:11Okay.
05:12Well, so, one of the great things today is we're unpacking this a little bit more and listening to our
05:17panel.
05:18Hopefully, you'll have a much better sense of that when we leave.
05:21So, to set the stage, sports diplomacy is a newer phrase for an ages-old practice.
05:28It occurs when the sports world intersects with the diplomatic world.
05:34And what we mean by that is when the acts of diplomacy, communication, negotiation, and representation meet in and around
05:45the sports field.
05:46You can think of your favorite athlete or your favorite team.
05:50And what they do on a daily in-and-out basis is just that.
05:55Many of us are more familiar with formal sports diplomacy.
06:00So, sports diplomacy initiated and engaged through a state.
06:05Here we think of diplomatic ambassadors, heads of state, or athletes competing for their nation in officially sanctioned competitions like
06:16FIFA, FIBA World Cups, or the Olympics.
06:20But, over 80% of the sports diplomacy that occurs today occurs through what we call informal sports diplomacy, through
06:30everyday citizens interacting as part of the International Society for Sport, people like us here on stage.
06:40So, today we're going to be concerned primarily with this second type, informal sports diplomacy, and the role of athletes'
06:49voices therein.
06:51There's also digital sports diplomacy, so through digital platforms, and grassroots sports diplomacy as well.
06:59So, now that we're a little bitter situated, I'd like to ask a kind of a warm-up question of
07:06you both.
07:06What is one surprising fact or reality that, as it relates to sports diplomacy and athlete voices, that you think
07:16the audience should know before proceeding deeper into our conversation?
07:24Well, I think one interesting stat would be that Cristiano Ronaldo, Leo Messi, and Neymar Junior together have a cumulative
07:37social media reach of 1.7 billion people,
07:40which is a cumulative total that exceeds the NHL, the NBA, the NFL, the Olympics, the World Cup, times three.
07:53So, the individual reach of these athletes is incredible.
07:57They have a very loud voice.
08:00Not all of them have equal-sized audience, but the sizable audience and impact and influence that they have, I
08:07think, is a very strong departure point for an important message.
08:13Thank you.
08:14Serhi.
08:17Hello, everybody.
08:18First of all, I would like to give an example of our club, because when the war started, in one
08:24and a half months, we started to play charity-friendly games.
08:28And we played it in Greece, in Holland, in Croatia, in Turkey, and a lot of journalists asking me one
08:38question.
08:38Why you did this?
08:40But the most important, yes, to raise funds for Ukraine.
08:43But second one, to send messages to Europe, to USA, over the world, what's happening in Ukraine.
08:50And this is, I believe, the bright example of sport democracy, sport democracy in the world, because athletes and sportsmen
09:00should deliver these messages when we need.
09:03And not just talk about commercial, but talk about social issues.
09:06It's the most important question.
09:09Great.
09:09Thank you both for getting us started on that.
09:13Serhi, I'd like to keep the mic in your hands to get us a little bit deeper here.
09:18So your club is a team rich in history, including a very international mix of players, past and present.
09:28What does informal sports diplomacy look like in your locker room, as players from different parts of the globe try
09:37to get to know each other better,
09:40to foster that team chemistry that is so critical to having a successful winning and performance club?
09:50Yes, our club is a well-known club in the world at this moment.
09:54And you're right that in the past and current, our ex and existing coaches and players arrive from five continents.
10:04And we had 40 nationalists, and therefore, before war, in our squad, we have 50% of foreigners and 50
10:18% of Ukrainians.
10:19And it's pity that, you know, maybe, you know, FIFA issued Annex 7 and released our foreign players when war
10:28started.
10:28And we actually lost our investment amount in 40 million euro at this moment.
10:34But in any case, if, you know, we lost our potential to be quite strong in international diplomacy because we
10:44lost foreign players.
10:45But in any case, if we are talking about example, how to create this chemistry in a locker room,
10:55I would like to tell you one example.
10:57Because, for example, our current coach, he's from Croatia, but he speaks fluently Ukrainian language.
11:06And this fact unite players, especially Ukrainian players.
11:11And because in our days, Ukrainian players become like basement, like core for our team.
11:17And this coach, speaking fluently Ukrainian language, unite all around himself, you know.
11:27And this season, we won Ukrainian championship.
11:30We played very good in the Champions League, in the Europa League.
11:34And therefore, I would like to say that foreigners, I mean, players and coaches who come in abroad,
11:42they should pay more attention and they should be closer to local cultures, to local languages.
11:50And it will help to have the synergy, you know, in locker room.
11:54And how does the club help support the players in this international informal mix?
12:02You know, at this moment, we have our ex-coaches and players playing and training everywhere in the world.
12:13Starting from Brazil, finishing in Europe, in England, in Italy, everywhere.
12:19And from the moment war started, they almost all sent very, very positive and good supportive messages for Ukraine.
12:27And this is the most important, and this is for us the most important question and example.
12:33What is it for the diplomacy?
12:35Okay, thank you for opening the door a little bit into the proverbial locker room and club atmosphere.
12:41That helps us get a better sense of how this plays out.
12:45Thomas, putting you in the hot seat for a little bit, can you help us better understand this current era
12:53in which athlete influences so powerful and impactful?
12:59Why are we here today?
13:01Well, I think sport has dramatically changed in the sense that it has become brand-led,
13:07in the sense that it has become more athlete-centric,
13:09and in the sense that it has become more digital than ever.
13:13So in the past, you used to be a fan of the team that played right next door.
13:18And now everybody on the planet is a fan of either Liverpool or Real Madrid.
13:23So there's less teams that are gaining in relevance.
13:27I think a good example is Leo Messi moving to Miami FC only a couple of days ago.
13:34They started out a week ago with 1 million followers on Instagram.
13:37Now they have 8 million.
13:39And that's only in the span of one week of Leo Messi actually joining their team.
13:44So building brands has become much more important.
13:48You don't need to watch a local nobody if you can watch the world's best.
13:52So this idea of leaving geography behind and that the main value of a sports team
14:00is no longer in the people that actually attend in the stadium,
14:03but also in these remote fans,
14:06is changing the dynamic of what it actually means to be a fan
14:11and what it means to be associated,
14:13and also the influence that these individual athletes actually have.
14:20So the digitization and the fragmentation of the media landscape
14:26is having enormous impact,
14:28not only for the financial gain,
14:32but specifically also for the influence and the causes
14:36that athletes are putting on the map.
14:38And whether we are looking at gender identity,
14:42whether we are looking at gender equality,
14:44clearly the catastrophic war in Ukraine,
14:48but also fighting against police brutality
14:51or healthy meals in schools
14:54or LGBTQ acceptance,
14:58there are athletes who are not only speaking out on all of these topics,
15:03but who are developing into some of the main voices in these debates.
15:09Right, and using their voices in very different ways.
15:14Which kind of brings me to something I wanted to ask you, Serhi.
15:18Shakhtar has long used its platform beyond the pitch
15:22in informally communicating, representing,
15:26and negotiating within the international sports community.
15:30Today, how do your players use their influence for diplomacy,
15:37particularly as some of them come from regions
15:41where athlete influence is not, maybe historically or today,
15:47as strong as it is elsewhere,
15:49where there still is not that same connection
15:52to using your voice to build your brand?
15:56You know, today we have also quite international score
16:00because we have players from Venezuela, Ecuador, Brazil, Croatia
16:05and many other countries.
16:07And also we have international management
16:09because sport director of our club, he is Croatian.
16:13Head scout of our club, he is from Italy.
16:16Head coach, he is from Croatia.
16:18Therefore, I mean, it helps us a lot in our sport diplomacy.
16:23For example, when we played our charity-friendly matches in Croatia,
16:28our main speakers in the media area
16:32was head coach and sport director because they are Croatian.
16:36When we played with Roma in Italy,
16:39our head speaker was our Italian head scout.
16:44And why?
16:45Because they deeply understand their local culture.
16:49They know how to communicate with their local people.
16:52And in our days, in that time, when the war started for us,
16:57it was very, very important to bring this clear message to everybody
17:02in Croatia, in Italy, in Turkey, everywhere.
17:08Thank you for that.
17:10Kayo, I know you've been wanting to jump in
17:13and bring a different angle into the conversation.
17:16I would like to ask, Thomas,
17:21much of the decision-making of the sports managers
17:24are based on the conditions established by who provides the money.
17:30So, in part, the sponsoring brands.
17:34So, I would like to ask you,
17:37do you believe that sponsoring brands
17:41have responsibility in enabling that
17:45athletes became agents of change?
17:48And if sponsoring brands have been used
17:54to sustainable development goals
17:56and its targets as key performance indicators
18:00to decide whether or not
18:02to sponsor a club or federation?
18:06Well, there's a lot to unpack there.
18:08I think there's two questions in one.
18:10Starting at the beginning,
18:13sports are immediately incredibly community-driven.
18:16And sports brands and sports organizations
18:20are being fueled, financed,
18:23and run by the communities that they serve.
18:27And the same applies for sports brands.
18:30And being part of a community
18:32doesn't mean that you always run around
18:35with your hand held out
18:36for people to drop money into your hand.
18:39Being part of a community involves
18:41participating, listening, and contributing as well.
18:45So, if you're in a local community
18:47as an athlete or as a sports organization
18:50and you really want to be part of the community,
18:52then you will participate in the important topic,
18:55topics that matter to that community.
18:57And whether that turns athletes into activists,
19:02into advocates, or into allies,
19:04they need to take a more proactive approach
19:08provided they actually authentically care
19:12about the topic that they're advocating.
19:14They have the power to be very loud
19:16about topics that they care about most.
19:19Now, if they don't care about a topic
19:22and they are loud about it anyway,
19:25we will know.
19:27So, right now, our capability
19:30to see hypocrites or fakes
19:34is so incredibly strong
19:36that we can spot them from a mile away.
19:38So, provided that the interest
19:41and feelings are authentic,
19:46I would stimulate athletes
19:49to participate in the debate
19:51and contribute to the community
19:53that supports them,
19:54whether that is the LGBT community,
19:57whether that is the Black Lives Matter community,
20:00whether that is the women's rights
20:02or female empowerment community,
20:05or whatever it is,
20:06or the Ukrainian community.
20:08You're part of a community
20:10that you have a responsibility towards.
20:13The second question relates
20:15to the Sustainable Development Goals
20:18and whether brands
20:19should actually stimulate athletes
20:22to have louder voices.
20:24Well, I think brands
20:26would be very smart
20:27to empower athletes
20:28to have a louder voice.
20:30All the research shows
20:31that athletes have up to
20:33eight times the reach
20:34of their corresponding rights holders.
20:37That means that there are players
20:39on Shakhtar
20:40who have up to
20:41eight times more followers
20:42than the club Shakhtar has.
20:44It would be very smart
20:46to empower individual athletes
20:48to do the talking for them.
20:50But what we find
20:51with many sponsors
20:52and rights holders
20:53is that they compete
20:54with their athletes
20:56rather than enable them.
20:59Because in this digital society,
21:01often athletes lack the tools
21:04and the knowledge
21:05to be efficient
21:06and streamlined
21:09in their communications.
21:11So there's a lot to win
21:13for individual athletes
21:14and their digital capability
21:15to actually spread
21:16an authentic message.
21:18And what I think you will see
21:20is that many brands
21:21and rights holders
21:22will increasingly equip
21:24their athletes
21:25to be more vocal
21:26about things
21:27that matter to them most.
21:30If I could just jump in here
21:32for a minute
21:32and ask you to drill down
21:34a little bit more.
21:35So what can teams,
21:38national governing federations
21:40or bodies, leagues,
21:42what can the different stakeholders
21:44around the sports table
21:46do to help better equip athletes
21:50and to help us live better together
21:53within this larger
21:54international society of sport?
21:56Well, it doesn't only have to do
21:59with diplomacy,
22:00activism,
22:01allyship
22:01or advocacy.
22:04But in the past,
22:06athletes were media trained.
22:08And the golden media training rule
22:10of the 90s
22:11was that
22:12athletes talk about themselves,
22:14the coach talks about the team
22:16and the president
22:17talks about the club.
22:18And the holy grail
22:20of media training
22:21was staying out of trouble.
22:23and by now
22:25that has dramatically changed
22:27because
22:28ducking the issues
22:30whether you're a corporate brand
22:32or an individual,
22:33ducking all the issues
22:34and being, you know,
22:36not standing for anything
22:37will no longer be tolerated
22:39and will no longer be accepted.
22:41We want to know where you stand.
22:43We want to know what you think
22:44because if we are going to support you,
22:47we need you to have our back.
22:49We want you to belong to us.
22:52Those who choose
22:53get chosen.
22:55So first of all,
22:57it's important
22:57to actually empower athletes
22:59and say,
23:00can you speak?
23:01You can speak your mind.
23:03We want to know what it is.
23:04We want them
23:05to participate
23:06in the social debate.
23:08Athletes are no longer
23:10mere passengers
23:11in a car
23:11that's driven by somebody else.
23:13They're taking control
23:14of the narrative.
23:16The second part of that
23:18is digital expertise.
23:20So strategy.
23:22Does an athlete know
23:24what it is
23:25that he wants to communicate?
23:27So is there a plan?
23:29I think very often there isn't.
23:31But once there is a plan,
23:33are you technically capable
23:34of actually executing it?
23:37So orchestrating
23:38social media conversations,
23:40providing them with tools,
23:42monitoring the results,
23:43formulating digital objectives,
23:45actually coming up
23:47with a plan
23:48rather than just
23:49a generic idea.
23:51Great.
23:52Thank you.
23:52Kayo,
23:53I know you had a question
23:55as well for Sergei.
23:56Yes.
23:58The reality
23:59is that many athletes
24:01suffer from various forms
24:03of structural
24:04and direct violence.
24:06Structural
24:07in the sense
24:08of psychological
24:10violence,
24:11in the sense
24:12they have a lack
24:14of support.
24:16So the message
24:18we are sending
24:19to the athletes
24:20seems to be
24:21you don't work,
24:22you don't deserve,
24:26you are alone
24:28and you are just
24:29a piece of soft power
24:30on a chess board.
24:34and regarding
24:39direct violence
24:40in the form
24:42of various
24:44conflicts
24:45between nations
24:46that are happening
24:48right now
24:49and we don't know,
24:51they don't know
24:52if they will
24:53live to see tomorrow.
24:54And this
24:55maintaining athletes
24:56in a situation
24:58of threat,
25:00a mental state
25:01of threat
25:02or the initial life.
25:03so how could
25:04be athletes,
25:05how could athletes
25:06be a strong voice
25:09and influencers
25:11when they wake up
25:12every day
25:13wondering if it's worth
25:15being an athlete
25:16and how could
25:19be there's a room
25:20in the mind
25:21of the athletes
25:22in this survival mode
25:26and how can we
25:28expect sports
25:29to have a future
25:31if athletes
25:32don't feel
25:33they will have
25:35a thriving
25:36and promising
25:38present and future
25:40in sport?
25:42First of all,
25:43I think that we need
25:44to invest
25:44a lot
25:45into development
25:46of coaches.
25:47Starting from
25:48baseline,
25:49starting from
25:50under 7,
25:51under 6,
25:52you know,
25:52and up.
25:53And the most
25:54important development
25:55should be invested
25:56into mental development
25:58of coaches
25:59how to deal
26:00with young athletes,
26:03with middle athletes
26:04and with
26:04already old,
26:07called old
26:0821, 22,
26:0924 years athletes.
26:11This is the most
26:11important question
26:12because if coaches
26:14starting from
26:15under 7 years old
26:16will understand
26:17how to deal
26:18with children,
26:19you know,
26:19how to manage them
26:21and now I am
26:21talking about
26:22mental development,
26:23I think in the future
26:25we will have
26:25much,
26:26much less
26:26this kind
26:27of violence,
26:28you know.
26:28And from
26:30another side,
26:30we all here
26:32are talking about
26:32sport diplomacy,
26:34international diplomacy,
26:36and we need
26:37to invite
26:38our,
26:38let's say,
26:39well-known stars
26:40who have millions
26:41and millions
26:42of followers
26:42in social media
26:44because they
26:45should raise
26:46also this question,
26:47they should
26:47also discuss
26:48this question
26:49and when
26:50we all together
26:51we will do it,
26:52I believe
26:53this structure
26:54of violence
26:55will disappear
26:56in the future.
26:57If I can add to that,
26:59I'd say
26:59being an athlete
27:00is an extremely
27:01vulnerable profession,
27:03right?
27:03You are always
27:04one injury away
27:06from the end
27:07of your career.
27:09On top of that,
27:10there is a lot
27:11of pressure,
27:11everybody has
27:12expectations
27:13and the pressure
27:14to perform
27:16is incredible.
27:18You grow up,
27:19you have a talent,
27:20you nurture that talent,
27:22you work your ass off
27:23and you become
27:23a performance athlete
27:24and now here you are
27:26and now all of a sudden
27:27your job
27:28is no longer
27:29just to win.
27:31You have to win
27:33but you also have
27:34to play by the rules.
27:36Values
27:37are baked in
27:39to the principle
27:40of brands
27:40but also the principle
27:42of sports.
27:42if you do not
27:44play by the rules,
27:45you are
27:47an outsider,
27:48right?
27:48You are no longer
27:49tolerated.
27:50And for both
27:52of these topics,
27:53it is super important
27:54for athletes
27:54to establish boundaries
27:57and these boundaries
27:58are not only
27:59personal,
28:00will I pose
28:01in a bikini
28:02or will I not
28:03pose in a bikini,
28:03will I endorse
28:04an oil brand
28:05or will I not
28:06endorse
28:07a gun manufacturer
28:10or will I go
28:11and compete
28:12in a country
28:13that I don't
28:14agree with
28:15that is operated
28:16by a dictatorship?
28:18Will I go
28:18and perform there
28:19or will I not?
28:20Will I speak out?
28:22Will I pose
28:22with the president
28:23if I win or not?
28:24So there's all kinds
28:26of different
28:28decisions
28:28that individual
28:29athletes are faced
28:30with on a value-based
28:31system
28:32and what I would
28:33advocate is that
28:35athletes guard
28:36their own boundaries
28:37and formulate
28:38them in advance
28:40because if you do
28:41not do that
28:42then you will
28:43only find out
28:44that you've crossed
28:45a boundary
28:46after it is too late
28:48and you'll be faced
28:49with frustration
28:50and regret
28:50for the rest
28:51of your life.
28:53Really great points
28:55and it kind of
28:56leads to the
28:57natural question
28:58Sergei
28:59how can athletes
29:01be better
29:02sports diplomats?
29:06It's a very
29:07interesting question
29:07but in any case
29:10it's
29:11I remember
29:13when
29:14it's in 2010
29:17we developed
29:18our academy
29:19and
29:20the
29:21director of academy
29:22was
29:23a Dutch man
29:25and we all
29:26together decided
29:26that we need
29:27to develop
29:28our athletes
29:29starting from
29:30young age
29:31and we started
29:32to invite
29:33some coaches
29:35who prepare
29:37them
29:37starting from
29:388 years old
29:39how to deal
29:40with media
29:41with journalists
29:42with everybody
29:43because
29:44when they will
29:45be ready
29:45to say something
29:46to the world
29:47they will
29:48understand how
29:48to do it
29:49and this is
29:50the most
29:50important
29:51to bring
29:52clearly
29:53and
29:54understandable
29:55from all
29:56messages
29:56that you
29:57send to the
29:57world.
29:58Great,
29:59thank you.
30:00As we
30:01wrap up
30:03I'd like
30:03to pose
30:04each of you
30:04a parting
30:05shot
30:06and then
30:06we'll bring
30:06in Kayo
30:07again at the
30:08end.
30:09What is
30:10the key
30:10takeaway
30:11that you
30:12want the
30:12audience
30:13to leave
30:13today?
30:14better
30:14understanding
30:15about
30:16sports
30:16diplomacy
30:17athlete
30:17influence
30:18and what
30:19action
30:19can they
30:20take
30:20to help
30:22move us
30:22towards a
30:23better
30:23solution?
30:25Well I
30:25think
30:26athletes
30:26have the
30:27potential
30:27to be
30:28mission
30:28driven
30:28messengers
30:29provided
30:30they are
30:31authentic
30:33and they
30:34are as
30:35honest with
30:36themselves
30:36as they
30:37can be.
30:40practically
30:41athletes
30:42are best
30:42positioned
30:43to support
30:44the person
30:45they once
30:45were
30:46and to
30:47contribute
30:48to their
30:48community
30:49the community
30:49that supports
30:50them.
30:51So not
30:51everybody
30:52has the
30:53skill
30:53or the
30:54drive
30:54or the
30:55desire
30:55to become
30:56a mission
30:56driven
30:57messenger
30:58and if
30:59you do
30:59not have
30:59that appeal
31:00then I
31:00would say
31:01stay away
31:01from it
31:01because
31:02it comes
31:03with
31:03consequences
31:04but if
31:05you feel
31:06that there
31:07is something
31:07that you
31:07have to
31:08contribute
31:08or if
31:09there is
31:09a topic
31:10that deserves
31:10attention
31:11then I
31:12would support
31:13athletes
31:14from speaking
31:14out
31:15and bringing
31:17a proactive
31:17contribution
31:18to their
31:19community
31:19like I
31:20would stimulate
31:21everybody in
31:21the audience
31:22to do the
31:22same.
31:24The world
31:24needs people
31:26that actually
31:26want to make
31:26a difference
31:27and athletes
31:29are of an
31:30incredible
31:30audience and
31:31I would
31:31support every
31:32athlete that
31:33wants to
31:34make a
31:34change.
31:35Very much
31:36indeed.
31:38football is
31:40sport number
31:40one in
31:41the world.
31:42We have
31:423.5
31:43billion fans
31:44over the
31:45globe and
31:46it's huge
31:47I mean
31:47football has
31:48huge potential
31:49to develop
31:50sport democracy
31:51international
31:51democracy
31:52and football
31:54can you
31:55know to
31:55build
31:56relationship
31:58in the
32:00form when
32:01countries
32:02to be
32:03closer
32:03cultures
32:04to be
32:04closer
32:04and we
32:06cannot
32:06waste
32:07time
32:07and we
32:07need to
32:08be
32:08involved
32:08and we
32:09need to be
32:10involved in
32:12many football
32:13organizations
32:14starting from
32:15a local
32:15level
32:15finishing
32:16to the
32:16worldwide
32:17because for
32:18example
32:18today we
32:18have in
32:19football
32:19European
32:20clubs
32:20association
32:21and
32:22there is
32:23250
32:24clubs
32:24included
32:25and now
32:26for example
32:26a lot
32:27of talks
32:28in Europe
32:29about
32:29union
32:30of
32:30European
32:31clubs
32:31and
32:32organizers
32:32want to
32:33bring
32:331,500
32:35clubs
32:35all
32:36together
32:36I mean
32:37medium
32:38and small
32:39sized
32:39clubs
32:40should be
32:41heard
32:41also
32:42and we
32:42need
32:42all
32:43together
32:43to bring
32:44messages
32:44as much
32:46as possible
32:46thank you
32:47great
32:48thank you
32:48Kayo
32:49parting shot
32:50what's
32:51your big
32:51takeaway
32:52from our
32:52conversation
32:53today
32:53I think
32:55it's a
32:55reciprocal
32:56call of
32:57action
32:57so for
32:59the
32:59athletes
32:59you are
33:00more
33:01than
33:01athletes
33:02you are
33:02change
33:02makers
33:03you are
33:04our
33:04heroes
33:05and for
33:06the
33:07federations
33:07clubs
33:09and sponsors
33:10invest
33:11in these
33:12athletes
33:12because
33:13we can
33:14discover
33:15that we
33:16can leverage
33:16competitive
33:17results
33:18when we
33:20combine
33:20the two
33:22things
33:22thank you
33:23great
33:25thank you
33:25all
33:26I've
33:26learned
33:26a lot
33:27and this
33:28is my
33:29sweet spot
33:30niche
33:30so I've
33:31learned a lot
33:31I know
33:32our audience
33:32has also
33:33taken much
33:34away
33:34thank you
33:35so much
33:35for sharing
33:36your time
33:36and your
33:37perspectives
33:37can we
33:38get a hand
33:38for our
33:39panelists
33:39please
33:40thank you
33:40thank you
33:40thank you
33:40thank you
33:41thank you
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