Alejandro Hernández, Bernardo Almeida, José Martín Alba and Jonathan Verge are four Johan Cruyff Institute graduates who are leading the sports industry. In an interview with Impulsyn, they share their academic and professional experiences
The second edition of the Sports Business Job Fair, jointly organized by Johan Cruyff Institute and Impulsyn brought together 250 students from 14 academic institutions and 32 organizations from the sports sector. In this context, Alex Zusammen, founder and CEO of Impulsyn, interviewed four graduates from different Johan Cruyff Institute programs who are building successful careers in the sports industry.
Despite coming from different backgrounds and countries, Alejandro Hernández, Bernardo Almeida, José Martín Alba, and Jonathan Verge share one thing in common: their time at Johan Cruyff Institute, and a highly successful professional present in the sports industry. In these interviews, each of them shares their career journey, as well as advice for growing in the sports industry.
Alejandro Hernández
Senior Coordinator Athlete Services Trail UTMB at The IRONMAN Group
A graduate of the University Master’s Degree in Sports Management Barcelona, Alejandro Hernández’s career began in Colombia, his home country, where he studied Communication. During his master’s at Johan Cruyff Institute, Alejandro completed an internship at CA Sports and later secured a temporary contract at IRONMAN: “I had just finished presenting my thesis when my then-manager called me to offer me a full-time temporary position in the operations department. At that moment, I felt like everything fell into place.”
The next step in Alejandro’s professional career was AIM Sport, where he worked as a UEFA Operations Manager. In 2025, he returned to IRONMAN, this time as Senior Coordinator Athlete Services Trail UTMB. “I believe the most important thing while studying the master’s is to listen and stay curious.
“It’s important not to focus solely on finding a job afterward, but to see the master as an opportunity to build relationships with professors and classmates”.
Bernardo Beleza de Almeida
Event Operations Manager at MATCH Hospitality
Bernardo came to Johan Cruyff Institute from Porto on the recommendation of a friend who had studied the same program. He decided to pursue the University Master’s Degree in Sports Management Barcelona because he wanted to take his first steps in the sports industry.
His first professional experience in Spain was at AIM Sport, where he worked as an Operations Manager on projects involving Real Madrid, Sevilla FC, and Paris Saint-Germain. Currently, in his role as Event Operations Manager at MATCH Hospitality, Bernardo is responsible for the operations of the F1 Spanish Grand Prix 2026.
“While searching for master’s degrees in sports management, I found options in Spain, France, Switzerland, and England. I chose Johan Cruyff Institute based on a friend’s recommendation, who had completed the same master’s program before and had a good experience.”
Jonathan Verge
Business Director at Fuse
Jonathan decided to study the Postgraduate Diploma in Sport Marketing and Sponsorship Online after reading a book: “I read Show Me the Money by Esteve Calzada, former Commercial and Marketing Director at FC Barcelona, and I gained a very clear vision of what I wanted for my professional future. That’s when I decided to study,” he explains.
Currently, Jonathan works as Business Director at Fuse, a global sports and entertainment agency. Throughout his career, he has worked with organizations such as Atlético de Madrid, Circuit de Barcelona-Catalunya, and Girona FC.
“I made a radical change in my career; it was an important decision. Johan Cruyff Institute helped me greatly to acquire the necessary knowledge, build a network, and gain my first professional experience”.
Jose Martín Alva Jhon
Founder of ALTA SOLUCIONES
Jose is from Peru, where he previously worked in the banking sector. ALTA SOLUCIONES, the project he founded, specializes in athlete well-being. “We take care of everything that could create a problem or additional stress for athletes: travel, adaptation, event organization,” he explains.
A graduate of the University Master’s Degree in Sports Management Barcelona, José also works as an Event Planner at The IRONMAN Group and as Marketing Director at Alcantara Family Foundation.
“My time at Johan Cruyff Institute helped me understand the business model I work in today and identify problems in order to offer solutions”.
