Branding in Football

Branding in Football, offered by the Johan Cruyff Institute, examines the strategic role that branding plays within football organisations. The course guides students through the full brand lifecycle — including analysis, definition, creation, activation, and measurement — while also exploring how the transformation and digitalisation of the sports sector is reshaping brand management. It is aimed at intermediate-level professionals and students looking to build practical competencies in sports branding, sponsorship, merchandising, and communication strategy.

The course is delivered entirely online over five weeks, requiring approximately eight to ten hours of study per week and carrying three ECTS credits. The methodology combines self-paced resources — notes, videos, podcasts, and case studies — with live webinars led by professors or industry experts, all accessible via a dedicated virtual campus. Participants who complete the programme receive a blockchain-verified Certificate in Branding in Football from the Johan Cruyff Institute. Tuition is provided by faculty who combine sports-sector expertise with research and consultancy experience.