Sport Sponsorship: Activation and Measurement

Designed for sports industry professionals and those working with sponsorship at an intermediate level, this Johan Cruyff Institute course covers the full lifecycle of sport sponsorship, from identifying sponsorship types — including sporting, cultural, CSR, and personality — through to contract structures and the measurement of performance using KPIs, ROI, and OOA frameworks. It addresses both the perspective of sponsoring companies and the entities seeking to attract sponsors, giving students practical tools for evaluating and activating agreements.

The course runs entirely online over ten weeks, requiring approximately eight to ten hours of study per week and carrying six ECTS credits. Content is delivered through a structured three-phase model combining theoretical study, practical exercises, and a personal project, supported by tutor guidance, live webinars, and a virtual campus housing notes, videos, podcasts, and case studies. Participants who complete the course receive a Certificate in Sport Sponsorship: Activation and Measurement from the Johan Cruyff Institute, issued via blockchain technology to verify its authenticity. The course is available in English or Spanish.