John Hewitt Joins Phygital International Ahead of Games of the Future Abu Dhabi

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Phygital International (PI) has named John Hewitt as its new International Marketing & Communications Director, a move that reinforces the organization’s global ambitions ahead of the Games of the Future 2025 in Abu Dhabi.

Hewitt joins with over a decade of senior leadership experience across global sports bodies including the UN Office on Sport for Development and Peace (UNOSDP), SportAccord, and the International Boxing Association. 

At PI, he will lead the group’s international marketing and communication strategy, focusing on expanding visibility and audience engagement for the fast-emerging phygital sports movement.

Hewitt's appointment follows that of triple Olympic gold medallist Stephanie Rice earlier this year as Commercial Director—part of a broader effort by Phygital International to combine elite sporting credentials with commercial and communications expertise to drive growth.

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

Commenting on his new role, Hewitt said he looks forward to helping shape the global narrative of phygital sport and working with partners and creators “who believe in a more dynamic, inclusive, and tech-forward future of sport.”

Phygital International, established in 2024, serves as the global promoter of phygital sports and rights holder of the Games of the Future—a hybrid competition that merges physical and digital gameplay. 

Following the Abu Dhabi edition this December, the Games are set to move to Astana in July 2026.