Mariana Palao, a graduate of the Master in Sport Business Online, is the Strategic Partnerships Manager and Sports Marketing Coordinator at Gobik, a renowned sportswear brand specializing in cycling
Since joining Gobik nearly a decade ago, Mariana Palao has focused her career on sports marketing and sponsorships, two areas that now define her professional profile. Her time at Johan Cruyff Institute was key to consolidating this path. “The subjects I studied throughout the program provided me with different perspectives and real-world challenges applicable to a company,” she notes.
She also highlights the flexibility of the Master’s as a decisive factor in balancing her studies with a demanding work life: “Being online, it allowed me to continue my education without putting my professional career on hold.” In this interview with Johan Cruyff Institute, Mariana shares how her academic training has driven her professional and personal growth in the sports industry.
What motivated you to specialize in sports marketing and sponsorship?
I’ve been working at Gobik for nine years—a cycling apparel company deeply connected to sports. Interestingly, it wasn’t something I planned from the start: I began in the commercial department, and little by little, sports marketing and sponsorships became a bigger part of my daily work. I realized it was an area where I felt comfortable and where I could add significant value to the company. Eventually, I took full responsibility for the Sponsorships department, and now I lead all projects related to this area.
How did you choose the Master in Sport Business Online at Johan Cruyff Institute?
What attracted me was its strong connection to sports. I was looking for a practical program with instructors who were truly involved in the sports world. For me, sports are a tool for social transformation, and I felt Johan Cruyff Institute embodied that approach. I was quite sure about it from the beginning.
Additionally, it came at a time when I had taken on new responsibilities in sponsorships. I already had experience, but I needed an academic foundation to help me structure my work better. And that’s exactly what the program offered me: concrete tools to keep growing professionally.
How did the program’s content help you better understand the sports industry?
I found it very valuable that the approach was market-oriented and based on real-world cases. This allowed me to directly apply what I learned to my daily work. Every module, every case study, every discussion forum helped broaden my perspective and sharpen my analytical skills.
Thanks to this methodology, I gained a better understanding of how to add value in my role, which was incredibly enriching. I believe this is one of the key strengths of Johan Cruyff Institute’s teaching model.
In what ways did the Master’s give you more confidence or credibility in your work?
Although my specialty is sponsorships, the program covers many other areas: innovation, management, commercial strategy. It gave me a holistic view of the sports industry and a deeper understanding of the different roles within it.
This not only boosted my confidence in decision-making but also increased my credibility within the company. I now feel I have more tools to propose ideas, lead projects, and make well-founded arguments.
What would you recommend to someone considering specializing in this industry?
This Master’s is entirely applicable to day-to-day work if you’re in the sports world, whether in events, management, sponsorships… or even if you’re an athlete. In fact, during the program, I met several athletes and saw how it helped them translate their experience into professional skills.
I’d recommend it to anyone looking to develop their career in the sports industry. In my case, I came with prior experience but lacked structured training, and the outcome couldn’t have been more positive. It allowed me to grow professionally and adopt a more strategic perspective.
How did you manage to balance the Master’s with your work life?
That’s actually one of the things I valued most about the program. Being online, it allowed me to adapt it to my demanding schedule. I have a family, work in an office, travel frequently, attend events, and support teams—so flexibility was crucial.
I downloaded the materials and read them on planes, in hotels… And I won’t lie: there were intense moments, especially when deadlines coincided with busy workweeks. But overall, it’s a very manageable program if you stay organized.
To those considering it, I’d say go for it. Yes, it requires effort—you’ll finish tired and eager to wrap it up—but you’ll also enjoy it immensely, and it will truly help you take a professional leap.
What was your Final Master’s Project about?
I developed a project to launch a triathlon line within Gobik’s collection. It was an excellent opportunity to thoroughly research the company from a different perspective, which helped me understand it better and work more efficiently.
Moreover, it’s a fully viable project, with verified numbers, market analysis, and a solid structure for implementation whenever we decide to move forward. I’m very satisfied with the research process and the final result. For me, it was the perfect culmination of the entire Master’s journey.
