Phygital International, the Dubai-based body behind the fast-rising phygital sports movement and the Games of the Future — has named veteran sports executive John Hewitt as its new International Marketing and Communications Director.
The appointment forms part of Phygital International’s global expansion strategy aimed at boosting the visibility and growth of phygital sports, which fuse elements of traditional athletics and digital gaming.
With more than ten years of experience in international sports management, Hewitt steps into the role as the organisation ramps up preparations for the 2025 Games of the Future set for Abu Dhabi in December. His mandate will include leading global marketing campaigns, sharpening the brand’s positioning, and deepening fan engagement for the fast-evolving sport-tech platform.
Phygital International CEO Nis Hatt welcomed Hewitt’s arrival, describing him as a valuable addition to the leadership team.
“John’s broad experience and leadership in international sport and communications make him an excellent fit,” Hatt said. “His insights and global reach will be instrumental as we continue to elevate phygital sport on the world stage.”
Hewitt previously held senior roles with the United Nations Office on Sport for Development and Peace (UNOSDP), SportAccord, and the International Boxing Association (IBA), where he was pivotal in shaping communications strategies and global fan engagement.
Speaking about his new role, Hewitt expressed his excitement about contributing to a rapidly evolving sporting frontier.
“I’m thrilled to be part of a movement redefining the future of sport,” he said. “Phygital sport combines innovation, inclusivity, and technology in a way that truly resonates with modern audiences. I look forward to collaborating with creators, athletes, partners, and fans to grow this dynamic ecosystem.”
Phygital International continues to lead the integration of physical and digital competition formats through its Games of the Future series, which launched in 2024. Following the 2025 edition in Abu Dhabi, the 2026 Games will take place in Astana, Kazakhstan.
