Sport Sponsorship. Let them Play

Designed for beginners with no prior experience, this introductory course covers the fundamental principles of sport sponsorship, including the roles of key stakeholders, types of sponsorship activation (brand, business, internal, and external), and proposal development. Learners work through a practical case study centred on the Johan Cruyff Foundation's Cruyff Courts, culminating in the creation of their own sponsorship activation proposal for a Cruyff Court tournament.

The course is delivered entirely online through Coursera and is structured across five modules, with an estimated commitment of around ten hours. It is taught in English, with subtitles available in 21 languages. Instruction is provided by Richard Denton of the Universitat Autònoma de Barcelona, which jointly offers the course with the Johan Cruyff Institute. Participants who complete the course earn a shareable certificate and may optionally enter a competition for a scholarship towards a postgraduate diploma in sport sponsorship offered by the Johan Cruyff Institute.