APAsport presents an interview with Azar Novruzov, Deputy Secretary-General at the Gymnastics Federation and the International Sports Strategist.
Tahir Hummatov: Welcome to our latest feature interview. Today, we’re thrilled to be joined by Azar Novruzov, a distinguished sports strategist who has been instrumental in elevating international sports management to new heights. Azar has played pivotal roles in organizing global sports events such as the World Championships, European Championships, European Games and the Olympics. His roles have included Deputy Secretary-General at the Gymnastics Federation, Former Sports Manager of the Azerbaijan Judo Federation. Azar was the participant of prestigious 100+ international competition as a head of delegation of Judo and Gymnastics National Teams. His contributions have been recognized with prestigious awards, including a recognition medal from the International Gymnastics Federation and an award from the Azerbaijan Judo Federation. Azar, it’s an honour to have you with us.
Azar Novruzov: Thank you for having me. It’s a pleasure to be here and share some insights from our field.
Tahir Hummatov: Azar, your career trajectory is quite impressive. What inspired you to pursue a career in sports management?
Azar Novruzov: My interest in sports began from a very young age, driven by a passion for both the spirit of competition and the community it builds. But lately working together with Peter Seisenbacher, the top Expert in Judo, yet I believe in Sports overall it made me to approach the management strategically and totally in a different way. The desire to contribute on a global scale was a natural progression for me, fueled by a commitment to enhance the sports experience both on and off the field.
Tahir Hummatov: You’ve been credited with significantly enhancing the global presence of sports like judo and gymnastics. What do you consider the most impactful aspect of your work?
Azar Novruzov: It’s quite rewarding to see how strategic initiatives can lead to increased participation and the global growth of these sports. The most impactful aspect, I believe, is being able to work collaboratively with diverse teams to create opportunities that promote not just athletic excellence but also values like teamwork and integrity.
Tahir Hummatov: I know you've witnessed several Olympic and world medals for the teams you have been working with. Could you share your feelings about these moments?
Azar Novruzov: Witnessing Elkhan Mammadov's World Judo Gold medal in Rio de Janeiro in 2013, Orkhan Safarov's bronze at the same event, and Elmar Gasimov's and Rustam Orujov's Olympic medals in 2016, along with securing many Olympic licenses, has been incredibly rewarding. The emotions I felt with the national anthem made me incredibly proud of who we are. Being part of those moments was always thrilling, yet so fraught with tension. The stakes were always high, and the victories were profoundly gratifying.
Tahir Hummatov: Speaking of sports, there's often a significant discussion about the profitability of Olympic sports disciplines compared to commercial sports. What are your thoughts on this?
Azar Novruzov: Unfortunately, there's a stark contrast in how profitability is distributed in sports. Take UFC, for example, where someone like Conor McGregor can fight four rounds and potentially become a billionaire. In contrast, a judo player might fight their entire career and still earn very little. This is excluding a few Olympic and world medalists who do achieve some level of financial success. The vast majority of athletes, however, are not there yet. It's a sad reality, and it's something that definitely needs to be addressed to improve the livelihoods of dedicated athletes.
Tahir Hummatov: Your innovative sports management strategies have been highly successful. Can you share an example of a campaign or initiative that you’re particularly proud of?
Azar Novruzov: One of the initiatives that stands out is the development and implementation of a digital registration system for the Gymnastics Federation of Azerbaijan. This system, which was not free and has been utilized by countries all over the world, significantly modernized how athletes and competitions are managed. We transformed a process that traditionally took months— involving printed, signed, stamped, scanned, and emailed documents—into one that now takes minutes. This system has been used by more than 120 countries and over 100,000 athletes, for about 8-10 competitions each year, involving at least 40 countries and over 1,000 delegation members per competition. This was unprecedented in sports management at the time, setting a new standard for efficiency and modernization.
Tahir Hummatov: Managing sports on an international scale involves navigating complex multicultural environments. How do you handle these challenges?
Azar Novruzov: Handling these challenges might seem daunting, but I find it manageable due to my cultural sensitivity, strong communication and negotiation skills, adaptability, strategic planning capabilities, and problem-solving abilities. These skills have been crucial in building genuine connections and fostering a collaborative environment that respects all perspectives, ensuring smooth operations and strategic partnerships across different countries.
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