Fan Engagement

Designed for sports industry professionals and those at an intermediate level looking to deepen their knowledge of supporter relations, this five-week online course covers the core principles and practices of fan engagement. Topics include fan identification, fan retention, fan experience, matchday and non-matchday strategies, sponsorship opportunities, and emerging trends, all explored through real-world case studies and practical exercises.

Delivered entirely online by the Johan Cruyff Institute, the course requires approximately eight to ten hours of study per week and is structured across a two-week theoretical phase followed by a three-week practical phase. Live webinars with faculty and industry experts complement self-paced learning on the virtual campus. Participants who complete the course earn a Certificate in Fan Engagement from the Johan Cruyff Institute, issued via blockchain technology to verify its authenticity, and gain three ECTS credits. The course is available in English or Spanish.