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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Wim de Wit, who shared a changing room with Johan Cruyff at Ajax, was part of the creation of Johan Cruyff Academy. Together with Kim Middendorp, the current team leader, he tells us how the story began with 35 student-athletes. “They all knew they were part of something unique,” recalls Wim.
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Johan Cruyff Academy commemorates its 20 years of history interviewing ten alumni who started as elite athletes to become leaders in Sport Marketing.
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We analyze the curious world of fantasy sports games, their importance as a platform for interaction with fans and the industry’s interest in connecting, through them, with a new audience that experiences sport from the position of ‘manager’.
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Johan Cruyff Institute welcomes in the new academic year that will mark 20 years of the educational initiative of Johan Cruyff’s legacy.
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Johan Cruyff Institute organized the I Sport Sponsorship Conference at the Olympic and Sports Museum Joan Antoni Samaranch with the participation of companies and institutions of the sports world.
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Clubs and sports organizations are displacing the media as the broadcasters of their content and are learning how to reach an increasingly global audience through social networks without the need for intermediaries.
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In a world of co-creation and cooperation, why do 57% of the Sponsorship Managers ask exclusivity?
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Henk Verschuur, manager of Johan Cruyff Institute Amsterdam, will give attendees at Savage Marketing an insight into the teaching methodology of our institution, based on the philosophy of Johan Cruyff and a cornerstone of his legacy.
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Hundreds of thousands of people participate on the same day, at the same time, all over the world, in the Red Bull Wings For Life World Run, the unparalleled worldwide sporting event and sponsorship activation.
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The internet of things and new technologies offer sponsorship professionals new platforms to exploit their investment, increase brand presence and connect with a target audience in search of new experiences.
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