The María Cano University Foundation continues to promote academic experiences that strengthen its students’ comprehensive education and their connection to current dynamics within the sports sector. Most recently, faculty members and students from the institution participated in the Sports Marketing Seminar, held on August 31 at the Popayán City Hall (CAM) auditorium.

The event brought together nearly 170 attendees—including athletes, coaches, administrators, club representatives, business leaders, and stakeholders from the regional sports ecosystem—serving as a forum for professional development and learning regarding the trends currently driving the growth and positioning of sports projects.

Wladimir Mosquera, a faculty member from the Physiotherapy program, represented the María Cano University Foundation, accompanied by students from the Sports Practicum II course. They had the opportunity to expand their knowledge in areas such as digital marketing, sports management, and communication strategies applied to the sports industry.

The academic session addressed topics aimed at strengthening the organizational and commercial management of sports entities, including digital marketing tools, brand positioning, legal aspects, and strategies for the sustainable growth of clubs, gyms, leagues, and organizations within the sector.

A highlight of the event was the participation of Óscar Figueroa, who shared experiences from his athletic career with attendees, along with reflections on leadership, discipline, and building a life path through sports.

The participation of María Cano students and faculty in such forums strengthens the link between academic training and professional realities, enabling the acquisition of knowledge that complements practical experience and fosters the development of competencies increasingly in demand within the sports industry.

Through its participation in initiatives like this, the María Cano University Foundation reaffirms its commitment to education that is relevant, innovative, and aligned with the sector’s transformations, fostering environments that promote learning, continuous professional development, and the strengthening of sports as a tool for well-being and social development.

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