On Tuesday, February 27, the Sports Tomorrow Congress 2024 took place, the sports innovation event driven by Barça Innovation Hub held within the framework of the Mobile World Congress. The sessions concluded with successful participation; this year, over 500 people were registered for the in-person sessions, and over 500 attended the streaming version available on the BIHUB website. For two days, more than 50 experts contributed to sharing knowledge about personalization in sports. President Joan Laporta spoke in the final segment of the congress to carry out the institutional closing, in which he discussed the "bright future" of the sports industry and emphasized that "technology is at the forefront to help us optimize performance and well-being, and personalize the fan experience to bring them closer to the action."