georgian sports marketing in 2025:

2025 turned out to be one of the most productive and transformative years for the Georgian sports ecosystem. More clearly than ever, we saw sport move beyond a purely results-driven space and step into an era of branding, communication, and cultural influence.

 

This year brought athlete–brand collaborations, the entry of global sports brands into the Georgian market, new initiatives in sports education, the birth of new sports brands—and a sense that this is only the beginning.

 

Internationally, sports marketing has long outgrown its niche status and evolved into an independent, fully-fledged ecosystem. Our goal is to support the fastest possible development of sports marketing in Georgia—and looking back at 2025, we can confidently say: we’re on the right path.

 

Before we turn our eyes to 2026, let’s pause and reflect on 2025: What did we see? What made us think? And what should we expect next?

 

 

athlete marketing

In 2025, athlete marketing emerged as one of the most active and dynamic directions within Georgian sports marketing. We saw several standout collaborations, including Giorgi Mamardashvili and Ilia Topuria partnering with TBC, Giorgi Kochorashvili collaborating with Wings for Life and DRO, and Budu Zivzivadze becoming the face of Bank of Georgia’s Plus campaign.

 

 

Today, this is arguably the most advanced area of Georgian sports marketing—not just in terms of volume, but in the depth of its concepts, emotional narratives, and well-chosen communication strategies. Brands have clearly realized that athletes are not just sportspeople; they are powerful media platforms and value-driven personal brands.

 

What comes next remains to be seen. As always, we’ll be watching closely.

 

 

global brands enter the georgian market

2025 was also significant because Georgia appeared on the radar of a global giant like FC Barcelona. In March 2025, the club opened its first official fan shop in Tbilisi—the first FC Barcelona store outside of Spain.

 

 

This fact alone speaks volumes. It signals that Georgia is now perceived as an active, loyal, and commercially attractive sports market.

 

 

the development of sports education

From an educational perspective, 2025 was one of the most active years in Georgian sports. Multiple sports education forums took place, clearly indicating that the industry’s demand is no longer limited to practice alone. There is a growing need for knowledge, analysis, and strategy-driven thinking.

 

One of the most important steps was the Sports Education Forum Tbilisi, organized by JBS Academy. The academy is leading the initiative to bring Johan Cruyff Institute programs to Georgia, including sports management, sports marketing, and other modern disciplines.

 

 

Another standout initiative was the three-day football education forum Mind Game, organized by OT Sport Management and Giorgi Kochorashvili, where Kochorashvili himself also appeared as a speaker. The forum brought together practical experience, management, and the “mental side” of football in one space.

 

In 2025, Georgia also hosted one of the most influential sports journalists in the world—Fabrizio Romano—who shared his experience with Georgian journalists and fans, speaking about sports media and the world of football transfers.

 

Just a few years ago, initiatives like these were practically nonexistent, and sports education was a marginal topic. Today, the changes happening within the Georgian sports ecosystem naturally create demand for knowledge, education, and professionalism.

 

the birth of new sports brands

Last year was also notable for the emergence of new sports brands—still a rare phenomenon in our reality.

 

One of the most prominent examples is RKENA, a Georgian mixed martial arts organization owned by Setanta Sports. RKENA’s main goal is to develop young talent and prepare them for the international stage. From the very beginning, the brand was built with a clear mission, strong vision, and strategic plan—factors that defined its successful launch and positioned RKENA as a benchmark for future sports brands.

 

 

RKENA was followed by the launch of another Setanta Sports brand—Matchday. While Matchday is still a new project, its potential and distinctive approach to sports content are already evident. We’ll definitely talk about this brand in more detail very soon.

 

 

what’s next?

After a highly successful 2025, we have strong expectations that 2026 will bring even more interesting cases and collaborations.

 

Based on the foundation laid this year, we can expect more long-term and strategic moves in sports marketing:

• More brand–athlete partnerships focused on authenticity, not just visibility

• Stronger narratives and storytelling in sports campaigns

• Increased interest from global sports brands in the Georgian market

• More innovation and investment in sports education

• Smarter use of social media to build emotional connections with fans

Sport is part of our country’s DNA, yet its full potential is still far from realized. We believe that in 2026, more brands will dare to invest—in sport, in athletes, and in long-term partnerships.

 

And we’ll continue to bring it all to you: through analysis, observation, critical questions, and the stories that are shaping the future of Georgian sports marketing.

 

 

The photo materials used in the visuals belong to the respective brands and constitute their intellectual property.