Sport Marketing and Sponsorship
Articles and interviews about brands, sponsorship, fan engagement, audiences and how sport creates value beyond the game.
84 articles in Sport Marketing and Sponsorship
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Alfredo Loaeza Martínez is a student in the Master in Sports Business and Marketing Blended Barcelona. An engineer by training, he decided to change the direction of his career and enter the sports sector.
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The jury selected their projects as the winners of the 2024 Sport Sponsorship MOOC, and both will receive a scholarship to enroll in the Postgraduate Diploma in Sport Marketing and Sponsorship Online program at Johan Cruyff Institute.
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As part of an agreement with United World Academy (UWA), Johan Cruyff Institute hosted a group of Swiss students interested in the sports industry at its international headquarters.
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Federico Escobar, Commercial Director for Central America at Fanatics, shares how Johan Cruyff Institute’s Master in Sport Business Online helped him advance his career in the sport sponsorship industry.
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Explore how brands, rights holders and sport organizations connect with audiences and create value.
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Explore how brands, rights holders and sport organizations connect with audiences and create value.
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Víctor Alvarado is a professor at Johan Cruyff Institute and a professional with an extensive background in the sports industry. In this interview, he discusses how new technologies are transforming the way sports clubs and organizations operate and relate to their audiences.
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Kate Tellier, student at the Johan Cruyff Institute Amsterdam, believes in the unique value proposition of women’s sport to drive commercial success and societal impact.
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“At Johan Cruyff College we are concerned with the total development of elite athletes: they study together to learn, not only with each other, but also from each other, and that is very stimulating,” says Peter Jansen, chairman of the steering committee.
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Held in Madrid, the Fitur Sports fair is a platform for exchange that aims to connect tourism and sport, exploring trends and opportunities in the sector.
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On May 14, the 25th anniversary of Cruyff Education was celebrated at the Jaap Edenbaan in Amsterdam, attended by the Dutch academic network and Jordi Cruyff.
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The forum, organized by Johan Cruyff Institute in collaboration with IRONMAN Spain, took place at the Zafiro Palace Alcudia, the Official Sponsor of the competition, on the island of Mallorca. There, industry professionals analyzed how the world of sport can become a crucial driver for boosting tourist destinations.
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The forum, organized by Johan Cruyff Institute in collaboration with IRONMAN Spain, took place at the Zafiro Palace Alcudia, the Official Sponsor of the competition, on the island of Mallorca. There, industry professionals analyzed how the world of sport can become a crucial driver for boosting tourist destinations.
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Johan Cruyff Institute and the Universitat Autònoma de Barcelona, an academic partner with whom we offer the Master’s Degree in Sports Management in both face-to-face and online modalities, offer a Sport Sponsorship MOOC every year.
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“At Johan Cruyff College we are concerned with the total development of elite athletes: they study together to learn, not only with each other, but also from each other, and that is very stimulating,” says Peter Jansen, chairman of the steering committee.
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Albert Heijn, the largest supermarket chain in the Netherlands, has found in the Dutch football federation (KNVB) the perfect partner.
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Their activation plans were the best evaluated of the 2021 Sport Sponsorship MOOC and will be rewarded with a scholarship to study the Postgraduate Diploma in Sport Sponsorship Online at Johan Cruyff Institute.
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Content marketing takes on special relevance in the new digital era, where limited tracking and the integration of new technologies lead the way to the future in digital marketing. We spoke to Jessie de Booij, professor of the Master in Sport Management at Johan Cruyff Institute Amsterdam on the key to sustained brand visibility.
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The agency 2Basics approached Riot Games to launch an esports campaign in LoL (League of Legends) to promote blood donation. Its creators, Ziggy Tabacznik, a former student of Johan Cruyff Academy, and Kevin Loos tell us about their success story.
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We analyze the connection between athletes and fans with fan engagement expert Rui Biscaia, starting from the example of Leonel Messi. “Athletes are increasingly more important, with a role that is sometimes more prominent in society than the actual organization for which they work,” says Rui.
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Rui Biscaia, a renowned fan engagement researcher, explains how sports organizations have been changing their perception of fan engagement. “Fans have a voice and organizations must know how to react to messages from them, even if they are critical,” he warns.
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Johan Cruyff Institute brings together three sport marketing experts from Sportskred, Vexed Gaming and ACT Agency to discuss the best way for sports organizations to monetize their social media: audience segmentation, channel detection, personalized content, optimization of resources through technology platforms and the use of influencer marketing are key to the whole process.
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