golden week of football

With just five days to go until the announcement of the Ballon d’Or winner, Georgia finds itself closer than ever to one of football’s most prestigious individual honours. Could Khvicha Kvaratskhelia make Georgia the 21st country to produce a Ballon d’Or winner? The answer remains uncertain, but the significance of his nomination is already clear. For a country of approximately three million people, having a Georgian footballer among the world's best represents a historic milestone.

Beyond individual achievement, Kvaratskhelia's nomination raises a bigger question: how can Georgia turn growing international recognition into long-term opportunities for its football industry?

This was one of the central conversations at Golden Week of Football, organised by Sports Orient on October 18 at Tbilisi's Marjanishvili Theatre. Bringing together football legends, international sports journalists, former players and industry representatives, the event explored the significance of Kvaratskhelia's nomination, Georgia's emerging position in global football, and the opportunities that come with increased international visibility.

from a European award to a global football benchmark

First awarded in 1956, the Ballon d’Or has evolved considerably over the past seven decades. Its first recipient, English footballer Stanley Matthews, received the award at a time when eligibility was restricted to European players competing for European clubs.

The first major shift came in 1995, when players of any nationality competing in European clubs became eligible. In 2007, the award expanded further, opening eligibility to footballers playing anywhere in the world. Today, the Ballon d’Or stands as one of the most globally recognised symbols of individual excellence in football, with Lionel Messi holding the record of eight wins.

Against this background, Kvaratskhelia's presence among the nominees, and particularly among the leading contenders, carries significance beyond personal recognition. It places Georgian football within a global conversation, attracting attention not only to the player himself but also to the country he represents.

For Georgia, this visibility creates an opportunity. International recognition can generate greater interest from sports media, scouts, investors and football organisations. But attention alone does not build a stronger football ecosystem. Turning it into sustainable progress requires investment, infrastructure, talent development and an environment where the next generation of Georgian players can grow.

what happened at Golden Week of Football?

At the centre of Golden Week of Football was a gathering of influential figures from international football and sports journalism.

Among the guests was Francesco Totti, one of Italy's most celebrated footballers and a member of the country's 2006 World Cup-winning team. He was joined by Shota Arveladze, Georgia's all-time leading national team goalscorer, alongside prominent international journalists, including Paolo Condò, a long-standing Ballon d’Or voter and contributor to Sky Sport and Corriere della Sera, and Julien Laurens, known for his work with BBC, TNT Sports, ESPN and other major international media outlets.

Through panel discussions, the speakers reflected on the Ballon d’Or, Kvaratskhelia's nomination and Georgia's growing relevance in international football.

Beyond the discussions, the event also demonstrated how football can bring together brands, audiences and experiences.

A total of 18 sponsors and partners participated, with many creating dedicated brand activations. General sponsor Croco.ge introduced an interactive quiz testing fans' knowledge of Kvaratskhelia's career, with the opportunity to win his football shirt.

Vinorium hosted the welcome area, while Coca-Cola, Fiat and Artanuji Publishing House presented their own branded spaces. At Artanuji's stand, visitors could purchase biographical books about Francesco Totti and Shota Arveladze, connecting the event experience with football culture and storytelling.

The evening concluded with a symbolic gift from Kvaratskhelia to Totti and a memorable group selfie with the audience.

Together, these elements made Golden Week of Football more than a discussion about an individual footballer. The event brought international personalities, local businesses, media and fans into a shared experience built around a moment of national sporting significance.

beyond the nomination: turning attention into opportunity

Following Georgia's historic qualification for the UEFA European Championship, Kvaratskhelia's Ballon d’Or nomination represents another important chapter in the country's football story.

The outcome of the award will be revealed on October 26, but regardless of the result, one achievement is already secured: a Georgian footballer has earned a place alongside the world's most recognised players.

The more important question is what happens next.

International attention is valuable, but its long-term impact depends on how effectively it is translated into opportunities for the wider sporting ecosystem. This includes strengthening local football, supporting emerging talent, encouraging investment and creating connections between sport, business and international institutions.

This is where initiatives such as Golden Week of Football become particularly relevant.

Events that bring global football figures to Georgia do more than create memorable experiences for fans. They provide opportunities for professional networking, international media exposure, brand partnerships and conversations that can contribute to the industry's development.

They also demonstrate the potential of sport as a platform for collaboration between sectors that do not always operate together: media, business, entertainment and the sporting community.

For brands, this creates opportunities to engage with audiences through shared interests and meaningful experiences. For the sports industry, it creates a platform for building relationships and attracting attention beyond national borders.

The challenge is ensuring that these moments do not remain isolated celebrations.

Georgia's growing presence in international football offers an opportunity to build something more lasting: a stronger sporting ecosystem, greater opportunities for young athletes and a more visible position on the global sports map.

The recognition is already here. The next step is turning it into long-term progress.