As part of Phygital International’s commitment to bringing phygital sports to every corner of the world, we take pride in working alongside some of the most accomplished professionals in the field. It is with great excitement that we welcome John Hewitt to our team as International Marketing & Communications Director.
Hewitt joins a distinguished group that includes Stephanie Rice, triple Olympic gold medallist, whose appointment as Commercial Director for Phygital International earlier this year signalled our commitment to combining sporting excellence with commercial and communications expertise to drive global expansion.
“John’s extensive experience and proven leadership in international sport and communications make him a valuable addition to our team,” says Nis Hatt, CEO of Phygital International. “His proven ability to shape global narratives, elevate visibility, and grow audiences will be central to positioning phygital sport, and the Games of the Future, as the next frontier in international competition and entertainment.”
John brings extensive experience from some of the most influential institutions in international sport. Prior to joining Phygital International, he held key roles at SportAccord, where he spent a decade advancing global engagement and institutional partnerships, and at the United Nations Office on Sport for Development and Peace (UNOSDP), working to elevate the global profile of sport, foster collaboration across sectors, and drive initiatives that connect sport with broader social and cultural impact.
Most recently, he served as Director of Marketing and Communications at the International Boxing Association, where he oversaw two World Championships and two Global Boxing Forums. He holds a Master of Advanced Studies in Sport Administration and Technology from the AISTS (International Academy of Sport Science and Technology) in Lausanne, Switzerland, underscoring his strategic expertise and commitment to innovation in international sport management.
“I’m incredibly excited to help shape the global narrative of phygital sport, driving worldwide awareness and deepening audience engagement for this bold and innovative movement,” commented John. “I look forward to collaborating with forward-thinking creators, athletes, partners, media, and fans who believe in a more dynamic, inclusive, and tech-forward future of sport.”
As we accelerate toward the Games of the Future 2025 in Abu Dhabi (18–23 December), John will play a central role in driving global awareness, strengthening audience engagement, and building strategic partnerships around this next-generation sporting experience.
Welcome aboard, John!
