EJU Vice President and Head of Marketing Ivan Todorov presented his outlook and report for 2025 in the field of marketing. Todorov, who is also the President of the Serbian Judo Federation, has witnessed many sporting successes in judo, including this year. However, in a specialised area such as marketing, the message must be communicated clearly and strategically to the EJU member federations.
“From the very beginning, our aim has not only been to enhance the visibility of the EJU, but to create a sustainable ecosystem in which marketing, media, and event management work hand in hand,” Todorov explained. “This approach serves our athletes, engages our fans, supports our partners, and strengthens the entire European judo community.”
At the start of 2025, Belgrade hosted a strategic gathering of the EJU leadership team and sponsors. According to Todorov, this meeting underlined that success is not only about promotion, but also about values, trust, and long-term relationships. “Through this perspective, we are building the future of European judo,” he said.
In his report, Todorov reflected on that meeting and expressed his gratitude to EJU partners and sponsors for their long-term vision and continued support.
From a media perspective, judo fans were able to follow more than 100 EJU events throughout the year, resulting in a significant increase in total audience reach. All EJU social media channels recorded substantial growth.
“The most powerful content was driven by emotion, from joy to heartbreak,” Todorov noted. “These human stories resonated strongly, generating millions of views, especially during the Senior European Championships and the World Championships.”
The EJU also introduced new digital platforms, including the @eju_education channels on Instagram and Facebook, designed to highlight educational initiatives. “Judo is not only a competitive sport; it is a powerful tool for education and inclusion,” Todorov emphasised.
EJU events have increasingly become more than competitions alone. They are designed as complete experiences, combining sport with storytelling and audience engagement. “Around 80 percent of our events were livestreamed on JudoTV, many of them with high-quality, television-style production,” he said.
The Vice President thanked the EJU Marketing and Media team for their dedication and achievements, as well as the organisation’s sponsors for their ongoing support. Looking ahead, he outlined an ambitious but realistic vision for the future.
“Our vision is ambitious, yet firmly grounded in experience and teamwork,” Todorov stated. “We aim to further expand our digital presence, build sustainable long-term partnerships based on shared values, introduce innovative event formats, and integrate sport, education, and cultural engagement. We will also continue to professionalise our visual identity and branding across all EJU events.”
He concluded with a broader reflection on the sport’s role: “Judo is more than a sport. It is a philosophy, a discipline, and a community. It is through that spirit that we will continue to build, inspire, and connect across generations and borders.”
Author: Hans Van Essen