The International Mixed Martial Arts Federation (IMMAF) was represented at the Montenegro Future Festival 2026, where President Kerrith Brown joined global leaders from sport, esports, and technology to discuss the evolving landscape of modern sport.
Speaking on the panel “Redefining Sport: How Digital Innovation Is Changing the Game,” Brown shared insights alongside distinguished figures, including WNBA champion Jelena Dubljević, International Esports Federation President Vlad Marinescu, representatives of the Montenegrin Olympic Committee, and industry leaders from the technology sector.
The discussion focused on how digital innovation is reshaping the global sports ecosystem, with particular attention given to esports and its rapid growth.
Brown emphasised that while esports has achieved remarkable global reach and engagement, its long-term sustainability will depend on the development of robust governance structures.
“Promotion builds attention, but structure builds credibility,” Brown stated. “MMA has experienced rapid global growth, but it was the introduction of clear governance, unified rules, and athlete protection that enabled the sport to develop sustainably.”
Drawing parallels between the development of mixed martial arts and the current trajectory of esports, Brown highlighted the importance of learning from established sports models. He noted that emerging sports have a unique opportunity to build strong foundations early, rather than addressing structural challenges retrospectively.
The panel also addressed athlete welfare, with Brown underlining the shared responsibility across both traditional sport and esports to protect competitors in high-performance environments.
“In MMA, the focus has historically been on physical safety, leading to the implementation of strict medical standards,” he explained. “In esports, the conversation is increasingly centred on mental health and burnout. While the risks differ, the principle remains the same: athlete welfare must be at the core of any sustainable sporting system.”
In discussing athlete career pathways, Brown stressed the importance of preparing competitors for life beyond active competition. He noted that both MMA and esports present relatively short competitive windows, reinforcing the need for education, personal development, and long-term planning within athlete development programmes.
The Montenegro Future Festival brought together stakeholders from over 60 countries, providing a platform for collaboration across sport, technology, and innovation sectors.
IMMAF’s participation reflects its continued commitment to contributing to global conversations on the future of sport, governance, and athlete development.
As sport continues to evolve in an increasingly digital world, IMMAF remains focused on building a structured, safe, and sustainable environment for athletes at all levels of participation.
