The event provided a platform for NOC Communications Directors and Managers to engage in productive discussions, exchange knowledge, and share ideas. 

Azerbaijan's National Olympic Committee was represented by Sakina Valiyeva, Director of the Marketing Department, at the seminar, which brought together 70 marketing and communication directors from 51 countries.

Participants discussed various issues related to the upcoming Paris-2024 Summer Olympic Games. Sakina Valiyeva addressed the creation of a marketing and communication strategy for the Paris Olympics and the determination of key performance indicators. 

Experts from the Olympic Committees of Brazil, Portugal, Italy, the Czech Republic, New Zealand, and Azerbaijan shared their views on the Olympic Games.

Since 1992, Azerbaijan's National Olympic Committee has actively promoted sports development. Major events hosted in Azerbaijan include the first European Games (2015), Islamic Solidarity Games (2017), and the European Youth Olympic Festival (2019). 

In 2023, Azerbaijani athletes won a record-breaking 1,472 medals: 799 in Olympic sports, 587 in non-Olympic competitions, and 86 in Paralympic sports.

Throughout the Year of Heydar Aliyev, 474 sporting events were organised across the country, involving 64,925 participants. The Ministry of Youth and Sports and sports federations hosted 89 events with 32,190 participants, while 385 regional events attracted 32,735 participants. Additionally, 81 mass sporting events were part of 13 nationwide projects, engaging 36,600 individuals.