Digital Transformation and Revenue Generation

Designed for aspiring and current sports professionals seeking a strategic grounding in digital innovation, this five-week online course from the Johan Cruyff Institute covers revenue generation within sports clubs, B2C and B2B sales strategy, ticketing, major event management, fan experience, smart stadiums, and emerging trends including esports, NFTs, and the metaverse. It is structured around critical analysis of real business cases and builds practical skills for leading digital transformation within football organisations.

The course is delivered entirely online through the institute's virtual campus, combining self-paced study with live webinars led by faculty or invited industry experts. It carries a workload of approximately 10 hours per week across its five weeks and is worth 3 ECTS credits. Participants who complete the programme earn a blockchain-verified certificate from the Johan Cruyff Institute. Teaching is conducted in English or Spanish by faculty who combine sports-sector expertise with research and consultancy experience.