Pep Guardiola invites you to train in sport sponsorship

June 28, 2016

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

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 sport. “I’ve always thought that sport is the most powerful tool for education”

For athletes, clubs, organizations and federations, sponsors are like oxygen tanks for divers: you can start swimming without them, but you won’t get very far. The Johan Cruyff Institute is launching its first free online sport sponsorship course in English with the help of a references in the sports world: Pep Guardiola. “I’ve always thought that sport is the most powerful tool for education”, says the coach of Manchester City.

What is sport sponsorship? Why is it important to have a sponsor for a sporting event? How many types of sport sponsorship are there? What are the objectives of the sponsor? And of the sponsee? How is sponsorship for a sporting event activated? All these questions and many more will be answered in the free course we start from July together with the Universitat Autònoma de Barcelona (UAB), and in collaboration with GlobalSportsJobs, a digital trading platform and a reference in the sports industry.

Will Lloyd, CEO of GlobalSportsJobs, the leading specialist digital media and talent platform in the international sports industry, highlights the importance of such a specialized online course: “Training for the benefit of the sports industry is evolving very rapidly and the digital environment is enabling this transformation. Education is an integral part of the GlobalSportJobs brand and we are delighted to collaborate with the Johan Cruyff Institute on this innovative MOOC available worldwide. Inspiring professionals, training them in new practices, and highlighting the importance of functional specialism is vital to the success of the sports industry of the future and this programme has this vision.”

The course, lasting five weeks, will be taught by Richard Denton, a British sport marketing consultant with 20 years of experience in the sector and professor at the Johan Cruyff Institute.

As our director of e-learning, Victor Jordan, explains: “The Johan Cruyff Institute is committed to training the next generation of leaders in sport management through its Postgraduate and Master’s courses. The aim of this MOOC is for students to discover, on the one hand, the world of sponsorship and its importance in today’s sports industry and, secondly, to experience following our methodology of active learning and connecting with sport lovers around the world”.

Pep Guardiola will accompany you throughout the course as you discover what you need to know how to achieve the objective: dive into the world of sport sponsorship and come out with the basic knowledge for developing a real project – the activation of a sponsorship for a Cruyff Court, one of the flagship projects of the Cruyff Foundation.

The best activation plan will be awarded a scholarship to study the Postgraduate Diploma in Sport Sponsorship at the Johan Cruyff Institute, and will be announced in January 2017.

This free course forms part of the Johan Cruyff Institute’s commitment to facilitating access to training for the professionalization of the sports sector. It is intended for all those who are interested in this field of sport marketing and who think that it could be a possible direction for their future career or for those who need to strengthen their career within the sports sector.

MOOC Sport Sponsorship:


2 thoughts on “Pep Guardiola invites you to train in sport sponsorship

  1. The course is truly arranged in a fascinating manner but the problem is that when I am trying to get enrolled by selecting the option of receiving a certificate at the completion of the course they are showing an amount of money and when I am trying to pay for it through credit card they are showing error.I know that this course is being organized through Coursera so if you all would help me with this payment option then I will be grateful.As I am not getting any official email id of Coursera so if you would at least provide me with an email id then this problem could be sorted.I am truly earnest about joining this course of yours so please help me with this as soon as possible.

    • Hi Sadrita. We have contacted Coursera and we are waiting for the answer. We’ll come back to you as soon as possible. Kind regards.

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