“Football clubs are big international brands”

Stephen Morrow, a specialist in sports finance, reflects on the successful formula of the football business and warns that “clubs can’t forget their history because that gives them strength as the international brands that they are” Manchester United, with €676.3 million in revenue, retained the top spot, closely followed by Real Madrid (€674.6 million) and […]



Understanding Manchester United - Johan Cruyff Institute

Understanding Manchester United

Let’s find out the secret behind Manchester United’s success, the richest and most valuable football club in the world, not as dominant in results since Alex Ferguson retired Written by Oliver Seitz and Matheus Girardi In the 2015-2016 season, the club generated more commercial revenue than Juventus, Tottenham Hotspur, Atlético Madrid, Roma, Internazionale and West Ham combined. In […]

From the pitch to the office: an impossible mission? - Johan Cruyff Institute

From the pitch to the office: an impossible mission?

Craig Foster, Fernando Revilla and Grétar Steinsson, three former football players currently professionals in football offices, give their views on the difficulty for players to retrain and put their talent toward the professionalization of the football industry Now imagine that you are an athlete. Does it make any sense that those who have dedicated their […]

Women’s football deserves its own identity - Johan Cruyff Institute

“Women’s football deserves its own identity”

The new managing director of the Dutch women’s football league and professor of the Johan Cruyff Institute, Paul ten Hag, assumes the big challenge of creating a stronger league with financial value so that women’s football will continue to grow “After the Dutch women’s team won the European Championship, people thought that the successes would […]

Johan Cruyff Institute attends football industry event in San Siro

Johan Cruyff Institute attends football industry event in San Siro

Johan Cruyff Institute will have a stand with information about all its programs at Football Avenue, which will be held on November 8th and 9th in the emblematic San Siro stadium Some 60 entities, between Italian and international clubs, federations, leagues and associations, took part in the last edition of the Football Avenue Business Development […]

Feyenoord y Vitesse ya tienen sus becas de Johan Cruyff Institute

Feyenoord and Vitesse already have their scholarships from Johan Cruyff Institute

Players and staff of Feyenoord and Vitesse begin their online programs in Sport Management and Football Business after winning the scholarships awarded at the Dutch Super Cup Seven players from Vitesse’s lower categories and the person at Feyenoord who is in charge of fan relations have started the Football Business Fundamentals course. Jens Toornstra and […]

Johan Cruyff Institute leads debate on football management at the WFS17

Johan Cruyff Institute leads debate on football management at the WFS17

Johan Cruyff Institute invited Fernando Revilla, Craig Foster and Gretar Steinsson to take the stage at WFS17 to discuss whether the football industry should be managed by former players To give their point of view on the subject were: Fernando Revilla, currently president of the America Division and member of the Executive Committee of FIFPro, […]

Johan Cruyff Institute and FIFPro Division Americas join forces for the professionalization of football

Johan Cruyff Institute and FIFPro Division Americas join forces for the professionalization of football

Johan Cruyff Institute director, Mariël Koerhuis, and FIFPro Division Americas president, Fernando Revilla, sign a comprehensive collaboration agreement at the WFS The collaboration between both entities has now been extended with the signing of a comprehensive agreement that will benefit the members of the two groups. Johan Cruyff Institute director Mariël Koerhuis and FIFPro Division […]

The Legacy of Johan Cruyff will have presence at WFS17

The Legacy of Johan Cruyff will have presence at WFS17

Johan Cruyff Institute increases its participation at the WFS17 as academic partner, with a presence on the central panel with a debate on whether the football industry should be managed by former football players and a stand to spread the Legacy of Johan Cruyff The Johan Cruyff Institute will bring to the table a topic […]

El Máster en Administración y Dirección del Fútbol en colaboración con el FC Barcelona ya es una realidad - Johan Cruyff Institute

The Master in Football Business in partnership with FC Barcelona is now a reality

The first edition of the Master starts with 20 students from 14 different nationalities, among them Barça Dutch star Lieke Martens, the best female player according to FIFA A total of 20 students from 14 different nationalities will have the unique experience of studying the first and only educational program in football business developed around […]

The legacy of Johan Cruyff to have a prominent presence in Soccerex 2017

The legacy of Johan Cruyff to have a prominent presence in Soccerex 2017

Johan Cruyff Institute, Cruyff Foundation and Cruyff Football, under the umbrella of The World of Johan Cruyff, will share a stand at the Soccerex Global Convention in Manchester “Being present at the Soccerex Global Convention means, for us, to inspire all the attendees with the legacy of Johan Cruyff“, says Carole Thate, general manager of […]

Johan Cruyff Institute, with Women's Football at the World Football Summit

Johan Cruyff Institute, with Women’s Football at the World Football Summit

Johan Cruyff Institute, as academic partner of the event, is attending today in Madrid the Women’s Football Congress organized by WFS According to official FIFA data, around 26 million women play football on a regular basis in 180 countries around the world. For its part, UEFA’s Annual Report on Women’s Football in Europe reveals more […]

Football Focus: Athletic Club Business Model - Johan Cruyff Institute

Athletic Club Business Model

A case study on Athletic Club, one of the most unique organizations in world football, by Dr. Oliver Seitz and Matheus Girardi While football clubs tend to spend vast sums of money on finding and signing the best talent from around the world, Athletic is loyal to its tradition and limits recruitment solely to talent from the […]

The paradox of engaging with new fans - Johan Cruyff Institute

The paradox of engaging with new fans

Dr. Oliver Seitz, academic director of the Master in Football Business by Johan Cruyff Institute, reflects on what clubs can win and lose in his strategy of engaging new fans As a club progress, success generates growing influence and importance, and it starts to attract new fans organically. A mildly successful club attracts people identified […]

Football Industry Insights, new Johan Cruyff Institute program in 2018

Football Industry Insights, new Johan Cruyff Institute program in 2018

Johan Cruyff Institute launches a seminar specializing in the football industry: six days of intensive training in Barcelona with international experts from the sector The world of football is a market that generates and moves a lot of money worldwide. Because of the interest it arouses at all levels, its management is very specific and, […]

Johan Cruyff Institute repeats at Expo Fútbol Uruguay

Johan Cruyff Institute repeats at Expo Fútbol Uruguay

Johan Cruyff Institute returns to the most important fair of the year in Latin American football to present its programs at the Congress of Sport Business Johan Cruyff Institute will be present at the fair through its representative in Uruguay, Paco Silva, and will have a stand in the networking area, offering information on all […]

Oliver Seitz - Master in Football Business in partnership with FC Barcelona

“With FC Barcelona providing the knowledge from its own model, we hope to provide a very unique content and experience”

Interview with Oliver Seitz, academic director of the Master in Football Business in partnership with FC Barcelona and Football Business Development Why is it important for someone to study football business? The football business is very different from ordinary businesses in many aspects. Football organizations – clubs, sponsors, investors, etc – have many different forms […]

Alan Tomlinson - Máster en Administración y Dirección del Fútbol en colaboración con el FC Barcelona

“The FIFA scandal was a long time in the making”

Interview with Alan Tomlinson, humanist, historian, sociologist and professor of Master in Football Business in partnership with FC Barcelona Could you please tell us about your research work on football? My research on football has focused upon the power dimensions of the sport, as understood from a social scientific perspective. I have had a general […]

Stephen Morrow - Master in Football Business in partnership with FC Barcelona

The economic framework surrounding football and its complexity

Interview with Stephen Morrow, specialist in account, finance and the governance of professional football, and professor of the Master in Football Business in partnership with FC Barcelona Could you please tell us about your research work on football? My work has encompassed studies on accounting aspects in football (e.g. the treatment of players as assets), on CSR, on […]

Richard Giulianontti - Master in Football Business in partnership with FC Barcelona

“Clubs engage more with fans than in the 80s and 90s, to a large extent through marketing”

Interview with Richard Giulianotti, sociologist, anthropologist and professor of the Master in Football Business in partnership with FC Barcelona Could you please explain to us your research work on football? I think my research work on football has had four main dimensions: first, football subcultures, particularly the culture and politics of fan organizations and movements; […]

Johan Cruyff Institute, patrocinador del Clubs & Brands Breakfast de Soccerex

Johan Cruyff Institute, sponsor of the Clubs & Brands Breakfast at Soccerex

Johan Cruyff Institute will attend the Soccerex Global Convention as sponsor of the clubs and brands breakfast and with a joint stand with Cruyff Football The Johan Cruyff Institute will also have a stand in the exhibitors’ area offering information about all of master’s and postgraduate courses in Sport Management, Sport Marketing and Sport Sponsorship, […]

David Goldblatt - Master in Football Business in partnership with FC Barcelona

Football business globalization and the war of the sexes

Interview with David Goldblatt, historian, sociologist, journalist, broadcaster and lecturer of the Master in Football Business in partnership with FC Barcelona Could you please explain to us your research work on football? I’m a historian, sociologist, journalist and broadcaster. My work straddles the line between accessible academia and serious journalism, synoptic sweeps of existing literature […]

World Football Summit 2017 premiará a las mejores start-ups del fútbol - Johan Cruyff Institute

World Football Summit 2017 to award the best football start-ups

StartCup is a new initiative of the World Football Summit 2017 to recognize innovation and entrepreneurship at the service of football The World Football Summit will select the seven best start-ups, which will be able to give their elevator pitch and explain their business project to the attendees of the congress in a space provided […]

El impacto de la era digital en el marketing del fútbol - Johan Cruyff Institute

The Impact of the Digital Age on the Marketing of Football

Richard Denton, professor of Sport Marketing at the Johan Cruyff Institute; Steven Adams, Senior Commercial Acquisitions Manager at The FA; and Richard Lamb, International Business Director at FC Internazionale talk about the impact of the digital age on the marketing of football On 13 October 2016, Johan Cruyff Institute hosted a webinar on ‘The Impact of the Digital […]

El legado de Johan Cruyff, entre los actos centrales del World Football Summit

The legacy of Johan Cruyff, among the main events of the World Football Summit

‘The World of Johan Cruyff’ gave a talk on the legacy of its founder, on the opening day of the World Football Summit width=”560″ height=”315″ frameborder=”0″ allowfullscreen=”allowfullscreen”> Carole Thate, manager of ‘The World of Johan Cruyff’, discused the figure of the founder and his three big initiatives – the Johan Cruyff Institute, the Cruyff Foundation […]

La FIFA presenta su plan 2.0: el futuro del fútbol - Johan Cruyff Institute

FIFA presents its plan 2.0: the future of football

The new president and leader of FIFA, Gianni Infantino, presents his management plan to revolutionize the football of the future: greater investment in football, players and fans, promotion of women’s football, technological innovation and direct control of commercial operations Gianni Infantino is the man who must lead the most important entity in world of football […]

FC Barcelona and Johan Cruyff Institute launch a Master in Football Business

FC Barcelona and Johan Cruyff Institute launch a Master in Football Business

The ‘Master in Football Business in partnership with FC Barcerlona’ will be held on the facilities of the Catalan club with a program based entirely on football business with the club as a model, and will reflect Cruyff’s ‘Total Football’ vision FC Barcelona and Johan Cruyff Institute have made public today a collaboration agreement that […]

Los grandes de La Liga apuestan por The Cup - Johan Cruyff Institute

The big teams of La Liga choose The Cup

The Cup, a pre-season tournament for the youth teams of clubs like FC Barcelona, RCD Espanyol, Atlético de Madrid, Real Sociedad, Valencia and Real Zaragoza, is an event organized by a former student of the Master in Sport Management at the Johan Cruyff Institute The Cup is the event that Manu Campás has spent half […]

La gestión del talento en el mundo del fútbol

Talent management in the world of football

International footballers who have been to the Johan Cruyff Institute talk about the importance of acquiring knowledge about the business of football during and after their careers in order to continue setting an example outside the boundaries of the pitch The sports world feeds on idols, who act as examples in a society increasingly hungry […]

La reacción del patrocinador al ‘Blatter-Gate’

The sponsor’s reaction to FIFA case

Jeroen Weijermars, sports marketing professor at the Johan Cruyff University in Amsterdam, reflects on the reaction of sponsors following the accusations against Blatter for taking bribes One of the reasons that justify a company’s investment in sponsorship is that of sharing values between the sponsor and the sponsee. And, in the case of sport, there […]

‘La Liga’ brand attracts almighty China

The Liga de Fútbol Profesional and Mediapro create ‘Spanish Soccer International Marketing,’ an advertising agency to reach out to sponsors and create brand value The Liga de Fútbol Profesional (LFP) does not cease in its efforts to continue activating an internationalization strategy for competition, to make a global Liga and increase notoriety with brand value. […]

La fórmula mágica del MIC

The MIC magic formula

The Mediterranean International Cup, with its exemplary sports management and a brand image recognized all over the world, is the best youth football tournament Neymar did not hesitate to be a sponsor in this year’s Mediterranean International Cup. The Brazilian, an indisputable figure in FC Barcelona, has a memory. Not too long ago –seven years […]

Athletes' qualities for management

Athletes’ qualities for management

Can you imagine being able to prove several years of experience at the highest level when starting a job? Athletes are some of the few people who can do this, and with a spectacular level of demand. Former Icelandic football player, Gretar Steinsson, completed the postgraduate program in Football Management at the Johan Cruyff Institute to carry the […]

The passion of a fan, the management of a businessman

The passion of a fan, the management of a businessman

The Postgraduate Diploma in Football Business at Johan Cruyff Institute has helped Steve Martin improve as a businessman and as Commercial Director of Dundee F.C. He got to know his hometown club, Scotland’s Dundee Football Club, with the eyes of a child, when he went to watch all their matches with his father. Steve Martin, […]

Vitaliy Reva does not want a goal scored on him

Vitaliy Reva does not want a goal scored on him

The former goalkeeper for Dynamo Kiev FC and the Ukrainian national team has completed the postgraduate program in Football Management at the Johan Cruyff Institute Vitaliy Reva has taken care of the goal for the Ukrainian national team and great teams such as CSKA and Dynamo Kiev FC during the best years of his professional […]

Johan Cruyff - Johan Cruyff Institute

Johan Cruyff: “You can only learn from your mistakes”

“Football you do with your eyes, with your head, but you use your foot. So your eyes are the most important thing as a manager: you must see what somebody does, you must see if somebody makes a mistake” Cruyff explained to sport management students at the Johan Cruyff Institute. “If you can learn from your […]

A move attracted new sponsors for RCD Espanyol

A move attracted new sponsors for RCD Espanyol

As Financial Director, Albert Amat lived the best sponsorship years of the club and reveals how a move attracted new sponsors for RCD Espanyol Albert Amat, Financial Director of RCD Espanyol, has been linked to the blue and white club for more than a decade. We talked to him today about this team’s sponsorship policy. […]