Sport Sponsorship: Strategy

Designed for sport business professionals and executives seeking to deepen their commercial knowledge, this intermediate-level course examines the full sponsorship ecosystem across global and local, elite and amateur sport contexts. It covers the sponsorship marketplace and its key stakeholders, the creation and pricing of sponsorship packages, activation strategies for brands and rights holders, fan engagement through content and storytelling, and methods for measuring sponsorship impact through media and market research.

Delivered entirely online by the Johan Cruyff Institute, the course runs over ten weeks and carries six ECTS credits, requiring approximately eight to ten hours of study per week. The programme combines a theoretical phase, a practical phase, and a final personal project, supported by tutor-led assignments, case studies, and live webinars. Participants who complete the course receive a Certificate in Sport Sponsorship: Strategy from the Johan Cruyff Institute, issued via blockchain technology to verify its authenticity. The course is available in English and Spanish.