Sport Marketing




All you need to know about Sport Sponsorship - Johan Cruyff Institute

All you need to know about Sport Sponsorship

In a world of co-creation and cooperation, why do 57% of the Sponsorship Managers ask exclusivity? The ‘Sponsorship 360 for a Changing World’ program aims to provide students with an […]

eSports: Sport or Business? - Johan Cruyff Institute

eSports: Sport or Business?

The sports industry joins the eSports fever to reach the digital generation and expand its business To what extent eSports, or electronic sports, can be considered a sport remains a […]

La vida más allá del hashtag - Johan Cruyff Institute

Life beyond the hashtag

La Liga, FC Barcelona, Atletico Madrid, Juventus and the Cleveland Cavaliers are using Blinkfire’s software to measure their engagement in images and videos on social networks An image has the […]

Olyseum, all sport condensed into one app - Johan Cruyff Institute

Olyseum, all sport condensed into one app

Olyseum, with Iniesta, Puyol and De la Peña as promoters, is already the most downloaded sports app in 6 countries in its first week of release Social networks, mobile apps […]

Ganancias, formato y afición - Johan Cruyff Institute

Finance, Format and Fans

Richard Denton, professor of the Johan Cruyff Institute, analyzes major events to see if the fans and the competition managers share the same interests The day after EURO 2016 finished […]

Discover what personal branding can do for you - Johan Cruyff Institute

Discover what personal branding can do for you

The specialist in sport branding, Edgar Merino, reveals what personal branding is, how it works for athletes, and its importance in making you stand out professionally in your career We […]

Pep Guardiola te invita a formarte en patrocinio deportivo - Johan Cruyff Institute

Pep Guardiola invites you to train in sport sponsorship

Pep Guardiola presents the free sport sponsorship course in English at the Johan Cruyff Institute and the Universitat Autònoma de Barcelona as part of their commitment to the professionalization of […]

The athlete as a social media marketing product - Johan Cruyff Institute

The athlete as a social media marketing product

Marketing benefits from the power of social media to identify potential consumers of your brand and reach them quickly and easily through the athlete This rapid shift to the digital […]

Heineken impacta en la Copa del Mundo de Rugby

Heineken has an impact on the Rugby World Cup

Mark Bogaerts, responsible at Heineken for organizing major international events such as the Rugby World Cup, tells us how they planned the sponsorship activation for two years Heineken has earned […]

The Amsterdam Marathon is in very good health

The Amsterdam Marathon is in very good health

In 2015 the Amsterdam Marathon will celebrate its 40th edition, consolidating its sponsorship with TCS, a company that promotes its motto and philosophy through this event: to contribute to wellbeing, […]

Cuando el networking funciona - Marketing Deportivo

When networking works

A student of the Postgraduate Diploma in Sports Marketing signs a contract with the best European youth football tournament (MIC) to bring teams from Guatemala Rosario Mönkemüller arrived at the […]

El poder de la imagen de marca - Johan Cruyff Institute

The power of the brand image

Davis Tenorio, sports marketing specialist, is leading the ‘branding’ project for the NAR (high performance center) in Brazil, where 80% of the Brazilian athletes who will go to the Olympic […]

Cuando el deportista es la marca - Johan Cruyff Institute

When the athlete is the brand

Michael Jordan redefined sports marketing in the 80s and 90s and now, thanks to his ‘Air Jordan’ brand, he joins the Forbes magazine rich list A patrimony of one billion […]

Damm da más brillo a su Estrella - Johan Cruyff Institute

Damm brightens its Estrella star

Estrella Damm, linked to paddle tennis for 15 years, sees the entry of foreign venues in the WPT as an opportunity to strengthen its brand internationally The people at Estrella […]

Nothing’s imposible in sport marketing

Nothing is impossible in sports marketing

Starting from Adidas’ famous slogan, we’ll go over the sports marketing of the three biggest running brands that sponsor the ‘World Marathon Majors’ The first and most important rule of […]

Sport plays well on social media - Johan Cruyff Institute

Sport plays well on social media

Sports marketing is much more visible thanks to increased app use Social media has changed the way we communicate, it has become an important weapon in marketing and in the […]

Edgar Merino turns Crespita into a trending topic

Edgar Merino turns Crespita into a trending topic

Former alumnus of Johan Cruyff Institute turns the World Boxing Champion into Chile’s best marketing product Edgar Merino, former alumnus of the Master in Sports Management at Johan Cruyff Institute in 2013, […]

Sponsorship at Dentsu Sports Asia

Sponsorship at Dentsu Sports Asia

The Master in Sports Management from Johan Cruyff Institute led Iván Codina to achieve his work objectives in Sponsorship at Dentsu Sports Asia. He embarked on a one way trip […]

Sponsorship is about economic interest or strategy

Sponsorship is about economic interest or strategy

Alumnus of the Cruyff Institute,  Youngsub Chun, gives us his vision sponsors and the sponsored activity Youngsub Chun, alumnus of the Master in Sports Marketing and Sponsorship of the Johan […]

New technologies turn an event into a show

New technologies turn an event into a show

Interview with Mats Heuzen explaining how new technologies turn an event into a show The sports stadium experience has changed a lot in recent years. In the past, the charm of […]