Johan Cruyff Institute and Promoesport collaborate in the academic training of football players

April 25, 2022

Johan Cruyff Institute and Promoesport collaborate in the academic training of football players

Mariël Koerhuis, general manager of Johan Cruyff Institute, and Berta Pujadas, co-founder and CFO of Promoesport, sign a collaboration agreement for the academic training in sport management of football players represented by Promoesport at an event that included the participation of Bayern Munich player Marc Roca

With the aim of continuing to contribute to the professionalization of the sports industry and to ensure the professional future of athletes beyond their sporting career, Johan Cruyff Institute and Promoesport have reached a collaboration agreement to promote academic training in sport management among the footballers represented by the agency.

Mariël Koerhuis, general manager of Johan Cruyff Institute, and Berta Pujadas, co-founder and CFO of Promoesport, have just signed an agreement through which the educational institution will continue to spread the academic legacy of Johan Cruyff for the benefit of athletes, and Promoesport, an international representation agency with 15 regional offices around the world and more than 350 professional clients in its portfolio, will reinforce its strategy of sustainable growth. Bayern Munichmidfielder Marc Roca wanted to participate in the agreement that will allow all footballers who, like him, are represented and advised by Promoesport, to obtain access—with exclusive conditions—to more than 90 programs in sport management, sport marketing and sponsorship, football business and coaching.

Johan Cruyff Institute and Promoesport collaborate in the academic training of football players

Berta Pujadas (left), CFO of Promoesport, and Mariël Koerhuis (right), general manager of Johan Cruyff Institute, signing the agreement.

“This agreement establishes avenues of collaboration between Promoesport and Johan Cruyff Institute; we feed offf each other’s expertise and work to provide access to academic training” – Mariël Koerhuis (Johan Cruyff Institute)

The agreement also includes cooperation between Promoesport and Johan Cruyff Institute in the generation and transfer of knowledge for the benefit of the sports industry, especially the football sector, through the implementation of various initiatives. “We have been teaching athletes for 20 years, transmitting the legacy of Johan Cruyff. This agreement establishes avenues of collaboration between Promoesport and Johan Cruyff Institute; we feed offf each other’s expertise and work to provide access to academic training,” said Mariël Koerhuis, general manager of Johan Cruyff Institute.

Berta Pujadas, co-founder and CFO of Promoesport, considers that the agreement is a step forward for the agency and its clients. “At Promoesport, we not only think about the players’ present, their sporting career, but also about their future, offering them a plan B so that they can develop in the future, to have other job prospects and career opportunities,” she said.

“At Promoesport, we not only think about the players’ present, but also about their future, offering them a plan B so that they can develop in the future, to have other job prospects” – Berta Pujadas (Promoesport)
Johan Cruyff Institute and Promoesport collaborate in the academic training of football players

Marc Roca, at Johan Cruff Institute HQ.

Regarding the importance of academic training for footballers, Marc Roca is convinced that “it is very important to dedicate time to study, to generate knowledge, to learn. We athletes have a short career and it is important to have a plan B to have a better future.

This agreement is part of Promoesport’s sustainable growth strategy at a global level, focused on offering the best and most comprehensive service to its clients to help them grow both on and off the playing field. In this purpose, they will now have the full support of Johan Cruyff Institute, with more than 20 years of experience in the academic training of leaders in sport management.

“It is very important to dedicate time to study, to generate knowledge, to learn. We athletes have a short career and it is important to have a plan B to have a better future” – Marc Roca (Bayern Munich)

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