Andrii Rebryna: “The first step into sport should become easier for everyone”

Director of the State Institution “Mass Sports Agency of Ukraine” Andrii Rebryna spoke at SBC Summit Ukraine Lviv. During the conference he raised the question of drawing into sport people for whom physical activity has not yet become part of everyday life.

According to Rebryna, sports communication often targets those who already train, take part in competitions or attend sports clubs. At the same time, it is much harder to interest people who have had no sports experience before.

“We often focus on those who already train, take part in competitions or attend sports clubs. But how do we interest people for whom sport is still not part of everyday life?” Andrii Rebryna said.

One of the topics of his speech was the barriers that prevent people from taking the first step towards sport. Among them are fear, lack of company, not knowing the rules and lack of time. He also discussed why traditional ways of sports communication do not always work with a low-activity audience, and how mobile services and digital tools can help attract new participants. Rebryna shared the experience of the Mass Sports Agency of Ukraine. In particular, he spoke about the school and student leagues “Plich-o-plich”, the “Active Parks” project and adaptive clubs.

“I shared our experience: from the school and student leagues Plich-o-plich to Active Parks and adaptive clubs. We talked about barriers, sports marketing and how to make the first step into sport easier,” the director of the Mass Sports Agency of Ukraine said.

Besides taking part in the conference, the day also had a personal meaning for Rebryna.

“For the first time I met Danylo from Mariupol in person; I became his mentor within the “Youth Choose Ukraine” project. I invited him to the summit so that he could listen to the speakers, meet the sports community and see how the industry works from the inside. I was glad to introduce Danylo to my colleagues,” Rebryna shared.

The “Youth Choose Ukraine” project is implemented by the Rinat Akhmetov Foundation together with the Office of the Ombudsman of Ukraine and the Ministry of Youth and Sports of Ukraine. It supports young people who left the temporarily occupied territories or returned after deportation and are building their future in Ukraine.

“For me, mentoring is an opportunity to share experience, introduce people to the right contacts and help them find new opportunities. And I am glad that my acquaintance with Danylo began at exactly this kind of event,” Andrii Rebryna concluded.

Sponsors and partners of SBC Summit Ukraine 2026 Lviv

Co-organisers – Mass Sports Agency of Ukraine and Sports Office of the Lviv City Council

Construction partner – system developer RIEL

Business Lounge partner – Jack Daniel’s Gentleman Jack

Accommodation partner – Kostjukowki Apartments. Sports equipment partner – Kappa x KOKOTASPORTS. Mood partner – PRAVDA brewery. Location partner – Barvy Event Hall

Football partner – educational platform Play Vision. Official partner – Ukrainian Karate Federation. Social partner – Shakhtar Social foundation. Exclusive fitness partner – UNI FORCE.

Media partner – media service MEGOGO, Ukraine’s largest media service, which streams exclusive sport, TV channels, films from leading studios and educational courses.

Water partner – Karpatska Dzherelna. Coffee partner – Sky Coffee. Functional partner – DR WITT. Sweet partner – BISCOTTI.

Production partner – NAZHYVO Production. Grooming partners – Barbers, Medosan and Joko Blend. Official partner – restaurant group “Marymo svoieiu spravoiu”.

Technology partner – BotsBand. Style partner – YARMICH. Technical partner – PROOVE. General radio partner – Lvivska Khvylia.

Hospitality partner – IBIS hotel cluster. Digital partner – ROAS marketing agency Red5. Business partner – business park “Europasazh”.

Social partner – Veterans Institute “Architecture of Resilience” of KNUBA. Sports partner – Ukrainian Padel Federation.

Media partners of Sport&Business Club – Epicentr, Avtoradio, Kyivstar TV and Setanta Sports. Advertising partner – MS Outdoor.

Information partners – the TV channels “Mi – Ukraina” and “Mi – Ukraina+”, Marketer, Tribuna.com, Football Hub, Interfax, the websites Sport.ua, SportArena.com, UA.NEWS and XSPORT, the news portal “Korol Danylo”, the platform “Football 2.0”, “Egoist” and PEREHOVORKA. Fashion partner – Fashion TV

Source: Sport Business Media, https://sportbusiness.media/2026/10/30/andrij-rebryna-pershyj-krok-u-sport-maye-staty-prostishym-dlya-kozhnogo/