Johan Cruyff Institute

Sport Management

• “Virtually, all positions in sports organizations are volatile”
• La Vuelta: a sporting event that sells Brand Spain like nobody else
• Professional leagues, faced with the challenge of attracting digital natives

Sport Management

Sport Marketing

• “Sponsors turn to fan engagement to avoid irritating consumers”
• Sport sponsorship continues to grow as a platform for connecting brands with their target audience
• Jelle Mul: “At Patagonia, we are in business to save our home planet”

Sport Marketing

Coaching

• “Live slow, ride fast”, the motto of a coach named Laurens Ten Dam
• Inge Dekker turns to coaching to feel like a fish in the water again
• “An athlete performs better if you make them the owner of their development”

Coaching

Football Business

• “Historically we have seen some clubs have allocated one hundred percent of their revenue to player wages and that is not logical”
• The professionalization of women’s football: just a matter of time?
• What do professional football players want to be when they grow up?

Football Business