Emilio Fernández Peña teaches a module on Olympic communication in the Saudi Olympic Academy
Professor Emilio Fernández-Peña, Director of the Olympic Studies Centre at the Universitat Autònoma de Barcelona (CEO-UAB), played a leading role in the Diploma in Olympic Studies organized by the Saudi Olympic Academy in collaboration with the International Olympic Academy.
His contribution focused on the program’s fifth unit, dedicated to the strategic role of marketing and communication in the success of sports organizations.
In his sessions, Professor Fernández-Peña shared expert insights into how the Olympic Games are communicated through complex TV production systems, global audience strategies, and the business of broadcasting rights. He also addressed the emerging impact of artificial intelligence on the viewer experience, highlighting how new technologies are transforming Olympic storytelling into a more immersive and interactive era.
The module was part of a comprehensive program involving 100 participants from the Saudi Olympic & Paralympic Committee. The diploma is designed to prepare a new generation of leaders in sports and Olympism, covering topics such as the history and philosophy of sport, sports organization management, institutional integrity, strategic planning for mega events, legal frameworks, international relations, and Olympic values.
With his participation, Professor Fernández-Peña reinforces IRE-UAB's commitment to the international development of Olympic education and the training of professionals equipped to meet the challenges of global sport.