Phygital International the Dubai-headquartered organisation behind the Games of the Future and a global pioneer in phygital sport, has announced the appointment of veteran sports executive John Hewitt as its new International Marketing and Communications Director.
The appointment underscores the organisation’s ambition to enhance its worldwide presence and boost the growth of phygital sport, an innovative blend of real-world athletic competition and digital gaming.With more than ten years of experience in international sports administration, Hewitt steps into the role as preparations ramp up for the 2025 Games of the Future, set to take place in Abu Dhabi this December.
His responsibilities will include driving global marketing campaigns, amplifying brand recognition, and engaging new audiences around this emerging hybrid discipline.Phygital International CEO Nis Hatt welcomed the addition of Hewitt to the team, calling the move a vital step in the organisation’s global expansion strategy.“John’s wealth of experience and international insight make him an outstanding fit for our mission,” said Hatt.
“His leadership will help propel phygital sport further into the global sporting mainstream.”Hewitt’s extensive résumé includes senior leadership positions at the United Nations Office on Sport for Development and Peace (UNOSDP), SportAccord, and the International Boxing Association (IBA), where he contributed to strategic communications, brand growth, and audience engagement.
Expressing his excitement about the new chapter, Hewitt said he was eager to contribute to the evolution of the fast-rising sport.“It’s an honour to be part of this new frontier in global sport,” he said. “Phygital sport is revolutionising the way we experience competition, fusing technology, creativity, and athletic excellence.
I’m looking forward to working alongside our partners, athletes, and fans to drive this vision forward.”Following its inaugural Games of the Future in 2024, Phygital International is expanding the format to new regions, with the 2026 edition already confirmed for Astana, Kazakhstan.
