Strategic Management of Sport Organizations

Designed for current and aspiring executives and managers in the sports industry, this course from the Johan Cruyff Institute examines the core principles of strategic management as applied to sport organisations. Topics span internal and external analysis, strategic planning, competitive strategy, business models, the Balanced Scorecard, and innovation in strategy, giving participants both theoretical grounding and practical frameworks for decision-making in a sports business context.

Delivered entirely online over ten weeks, the course requires approximately eight to ten hours of study per week and carries six ECTS credits. The methodology blends self-paced content — including videos, podcasts, case studies, and articles — with tutor-guided assignments and live webinars. Participants who complete the programme receive a blockchain-verified Certificate in Strategic Management of Sport Organizations, issued by the Johan Cruyff Institute. Faculty are drawn from the Institute's pool of sports-sector experts who combine academic research with industry consultancy.