The future of sports is not just decided on the field. The Hungarian Sports House hosted the II. MASÜSZ SportUp event, which once again presented the latest trends, innovations, and collaborations in the sports and business worlds for the leaders of sports associations and clubs. The inspiring professional day focused on integrated sports sponsorship and SportWellbeing360 – or the development of the physical and mental well-being of those working in the sports industry.
The future of the sports industry also depends on the professionals working behind the scenes
The SportUp was opened by Renáta Kosaras, the president of the Hungarian Sports Business Association (MASÜSZ), who emphasized the importance of cooperation between the sports economy and the business sphere:
"The sports industry is no longer just about the field - but also about those who work behind the scenes every day for success. The goal of MASÜSZ is to build a bridge between the business world, sports organizations, and professionals, and to create real value in the sports economy. Our association's key task is to share the knowledge of professional sports industry professionals. We share knowledge, experience, and professional support with all participants. We believe that the secret of success in sports is not just the talent of athletes, but the work of prepared and dedicated professionals behind them. All our programs and initiatives serve this purpose: innovation, collaboration, and sustainability."
Strategic sports sponsorship - more than just visibility
The central theme of the conference was the strengthening of the role of sports sponsorship in the sports economic strategy for the next few years. Participants agreed that well-planned, strategic sponsorship is not just financial support, but a value-creating connection between brands, communities, and sports organizations.
Sponsorship today is no longer just about visibility, but about community impact, sustainability, and long-term partnership, which contributes to making the sports experience accessible to everyone.
Knowledge sharing and inspiration from sports economy professionals
Several renowned professionals shared their experiences in their professional presentations at the event:
- Dr. László Nagy, MASÜSZ honorary president, branding & content professional
- János Arany, MASÜSZ sports sponsorship expert, business development expert
- Piroska Szurmay-Palotai, MASÜSZ, TAOInvest managing director
- Zoltán Kun, EMEGY board member, Hungarian Sleep Association expert, Fusion Vital co-founder
One of the highlights of the day was the announcement of the long-term strategic cooperation between the Hungarian Sports Business Association (MASÜSZ) and the Association for Healthier Workplaces (EMEGY). The common goal is to create a workplace culture in the sports sector where well-being, health, and inspiration are core values.
Dr. Anna Toldy (EMEGY CEO) and Renáta Kosaras (MASÜSZ President) presented the pillars of the cooperation and the SportWellbeing360 Program, which forms the basis of a sustainable sports strategy.
The SportWellbeing360 Program is a comprehensive initiative that supports the physical, mental, and emotional well-being of those working in the sports industry. Its goal is to promote a balanced, health-conscious lifestyle, strengthen workplace communities, and increase motivation and performance. As mentioned at the conference: "The basis of success is well-being."
Thoughts from experts
Valuable and inspiring thoughts were shared during the roundtable discussions:
"The sports professional is also a human being. If it is important for the sports organization that the professionals working there are physically, emotionally, and professionally 'well', then they will radiate this energy towards the athletes as well. This helps cooperation within the team, conflict management, and ultimately high performance. So, dealing with wellbeing is not just a trendy direction, but a performance-enhancing factor." – András Hajnal, MSCT board member, sports coach, trainer.
Sustainability and responsible sports strategy
"The future of sports depends on responsible decisions. Sustainability is not just an environmental issue, but strategic thinking that creates value at the social, economic, and community levels. Those who take this step today are not only preparing for the future but also actively shaping it - setting an example for the entire sports industry." – Dr. Gábor Gremsperger, MASÜSZ Sustainability Expert, Climate Action Founder, CEO
The connection between nutrition science and workplace well-being
"The connection between workplace well-being and dietetics is an increasingly important area in corporate health development and preventive nutrition science. I hope that dietary programs will be launched in many places to support the health-conscious lifestyle of employees." – Kinga Shenker-Horváth, Hungarian University of Physical Education, Sports Nutrition Science Center, leading dietitian.
Zoltán Kun, EMEGY board member, Hungarian Sleep Association expert, and Fusion Vital co-founder talked about the importance of regeneration and rest:
"Regeneration is not a luxury - but a prerequisite for performance. If you don't rest, you make mistakes. And it's not just you who pays the price, but your team and family as well. Overexertion may bring short-term success, but long-term burnout. The hero is not the one who sleeps six hours, but the one who can regenerate well and perform in the long term. In Hungary, 60% of people sleep poorly, 57% are over-stressed - no wonder we're not doing well. Fatigue is not weakness, but a sign: we need to recalibrate our rhythm. A well-timed break adds more to success than a cup of coffee. The leader sets an example - well-being is a common responsibility, but it starts from the top: if the leader is healthy, the team will be more committed."
The MASÜSZ SportUp creates a community
The MASÜSZ SportUp conference has created a tradition: the second edition has also proven that there is a need for meetings where representatives of sports, business, and innovation can think together about the future of sports.
The professional implementation of the program was supported by several innovative partners, including Wizzards - Sport Business Lab, EMEGY - Association for Healthier Workplaces, Eisberg Hungary, Ziegler Ostya, RevoUnion Kft., Sport Merchandise Hungary Kft., LR Health & Beauty, FitLIine, Mozdulnék Sportlabor!, and MSCT - Hungarian Sports Coaches and Mentors Association.
Speakers and panelists
- Renáta Kosaras (MASÜSZ President)
- Dr. László Nagy (MASÜSZ Vice-President)
- Dr. Anna Toldy (EMEGY CEO)
- János Arany (MASÜSZ Sports Sponsorship)
- Piroska Szurmay-Palotai (MASÜSZ, TAOInvest Managing Director)
- Zoltán Temesvári (MASÜSZ, Sport Merchandise Hungary Kft. Managing Director)
- Róbert Maros (MASÜSZ, RevoUnion Kft. Managing Director)
- Dr. Gábor Gremsperger (MASÜSZ, Climate Action Founder, CEO)
- Zoltán Kun (EMEGY board member, Hungarian Sleep Association expert, Fusion Vital co-founder)
- Kinga Shenker-Horváth (Hungarian University of Physical Education, Sports Nutrition Science Center, leading dietitian)
- Gergely Medvedovszky (MASÜSZ, Garzon Group, business development)
- András Hajnal (MSCT board member, sports coach, trainer)
The message is clear: The future of sports starts not just on the field, but with the well-being of people.
SportUp participants looked to the future together to recognize challenges, exploit opportunities, and shape the future of the sports industry - which is both an economic engine and a social value creator.