Veteran sports executive John Hewitt joins Phygital International in key global role

Phygital International, the global promoter of phygital sport and organizer of the Games of the Future, has announced the appointment of John Hewitt as its new International Marketing and Communications Director.

The Dubai-based organization said the move is part of its broader strategy to strengthen global visibility and accelerate the growth of phygital sports, a hybrid of physical and digital gaming.

Hewitt, who boasts over a decade of international sports leadership experience, joins Phygital International at a crucial time as preparations intensify for the 2025 Games of the Future scheduled for Abu Dhabi in December.

He is expected to spearhead global marketing efforts, enhance brand positioning, and expand audience engagement for the fast-emerging sporting format.

Phygital International CEO Nis Hatt lauded the appointment, describing Hewitt as “a strong addition to our team” whose expertise will be vital in advancing the organization’s mission.

“John’s extensive experience and proven leadership in international sport and communications make him a strong addition to our team,” said Hatt.

“His expertise and global perspective will be invaluable as we continue to build momentum and position phygital sport at the forefront of the international sporting landscape.”

Hewitt brings senior-level experience from institutions such as the United Nations Office on Sport for Development and Peace (UNOSDP), SportAccord, and the International Boxing Association (IBA).

His career has centered on shaping global narratives and driving fan engagement across sports.

Reacting to his appointment, Hewitt expressed enthusiasm for the opportunity to help define the emerging sector: “I’m incredibly excited to help shape the global narrative of phygital sport and build on the momentum of this bold and innovative movement.

“ 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.”

Phygital International has been positioning itself as a pioneer in blending traditional and digital sports through the Games of the Future, which debuted in 2024.

The 2026 edition of the Games will be hosted in Astana, Kazakhstan