Commercial Management

Designed for professionals and students seeking to develop expertise in sports commercial activity, this Johan Cruyff Institute course explores how sporting organisations monetise their assets across sponsorship, ticketing, retail, audiovisual rights, and emerging opportunities such as eSports and digital tokens. It covers the specific methodology and terminology used to sell sport properties, with a curriculum structured around practical cases, exercises, and continuous assessment. The course suits those aiming to build specialised knowledge in the business and commercial functions of sport.

Delivered entirely online over five weeks, the programme requires approximately eight to ten hours of study per week and carries three ECTS credits. Learning combines self-paced content — including notes, podcasts, videos, and case studies — with live webinars hosted by faculty or invited industry experts. Participants who complete the course receive a blockchain-verified Certificate in Commercial Management Online, issued by the Johan Cruyff Institute. The course is available in both English and Spanish.