Their activation plans were the best evaluated of the 2021 Sport Sponsorship MOOC and will be rewarded with a scholarship to study the Postgraduate Diploma in Sport Sponsorship Online at Johan Cruyff Institute
Once again this year, Johan Cruyff Institute is awarding the best sport sponsorship activation plans for a Cruyff Court of the Cruyff Foundation presented in the framework of the 2021 Sport Sponsorship MOOC, an online educational initiative developed in collaboration with the Universitat Autònoma de Barcelona. The winners of this latest edition are Pasquale Palmisano and Marina Caymari, who will each receive a scholarship to enroll in Johan Cruyff Institute’s Postgraduate Diploma in Sport Sponsorship Online.
Pasquale Palmisano (Venezuelan, 26 years old) is currently in charge of the commercial management of Carabobo Fútbol Club – Trotamundos de Carabobo. His project won over the jury for its originality in seeking “common ground between a company like McDonald’s and the Cruyff Foundation“. By putting the brand’s fame at the center and targeting the younger audience, Palmisano has achieved a coherent and well contextualized work.
As the jury of the 2021 Sport Sponsorship MOOC indicates, the added value of Pasquale’s project “will be the shared target and the values promoted by both companies, aspects that have been correctly highlighted. Pasquale has done a good job of contextualization to make it easy to understand the objectives of this initiative. Activations seem simple, but sometimes ‘less is more’. Finding a point where the brand can be highlighted and achieve visibility means being very present, and in this initiative, it succeeds.”
“It means a lot to me that an institution with the prestige of Johan Cruyff Institute can offer me the opportunity to take my education to the next level – says Pasquale-. Johan Cruyff Institute is a worldwide benchmark in the sports industry and this type of initiative promotes the professionalization of sport for new generations.”
“It means a lot to me that an institution with the prestige of Johan Cruyff Institute can offer me the opportunity to take my education to the next level” – Pasquale Palmisano
In the case of Marina Caymari (Spanish, also 26 years old), her activation plan in the 2021 Sport Sponsorship MOOC focuses on a LEGO sponsorship of Cruyff Courts and the communication plan to be developed to bring the initiative to the public. With a degree in advertising and public relations, Marina is a communications consultant at the Warq Tourism agency.
The jury highlighted about her project that “the activation itself has been explained in detail, and is accompanied by a well thought-out communication plan that is based on the 14 rules of the Cruyff Foundation. Timing and future development have also been taken into account, which helps to ground the project. In short, it is a good idea, well argued and well presented.”
“Winning this scholarship is a reward that shows I have invested my free time in the best possible way” – Marina Caymari
For Marina Caymari, “winning this scholarship is a reward that shows I have invested my free time in the best possible way.” Marina was concerned about “how the pandemic in the events sector would affect my career, as I was just starting out. Luckily, I soon realized that I had to take advantage of the situation by studying online courses,” she says, at which point she decided to enroll in the 2021 Sport Sponsorship MOOC.