Commercial Management

Designed for professionals and students seeking to develop expertise in sports commercial strategy, this course examines how sporting organisations manage and monetise their asset portfolios. Topics span sponsorship, ticketing, retail, audiovisual rights, advertising partnerships, and emerging opportunities such as eSports and NFTs. It also introduces sector-specific methodology, commercial inventory management, sales processes, and measurement systems, equipping learners to understand the full breadth of business lines within a sports entity.

Delivered entirely online by the Johan Cruyff Institute, the course runs over five weeks with a recommended commitment of around ten hours per week, earning three ECTS credits upon completion. The curriculum combines a two-week theoretical phase with a three-week practical phase, supported through a virtual campus offering notes, videos, podcasts, and case studies, alongside live webinars from faculty and invited industry experts. Successful participants receive a blockchain-verified certificate from the Johan Cruyff Institute. The course is available in English or Spanish.