The football industry, analyzed by its stakeholders

April 7, 2022

The football industry, analyzed by its stakeholders

LaLiga, FIFA, 2PlayBook, Panenka and FC Barcelona, among others, attend the seminar organized by Johan Cruyff Institute to analyze the football industry from different business perspectives

From March 14 to 16, the facilities of Barcelona Activa, the Barcelona City Council agency that promotes the development of local business initiatives, hosted a new edition of Football Industry Insights, a seminar organized by Johan Cruyff Institute to bring students and alumni closer to the current situation of the football industry through the vision of different professionals in the sector. The growth of women’s football and the role of technology and the media in the modern football ecosystem were the main themes of the academic sessions.

Representatives of LaLiga, FIFA, FC Barcelona2PlayBook, Panenka, Crux Sports, Result Sports, Wonderland Sports, Football Yoga and The Scouting App, along with the intervention of the head coach of the Ukrainian women’s national football team, Lluís Cortés, were responsible for the success of a seminar that promotes, as an added value, dynamic spaces for networking between students and top-class professionals. Barcelona Activa and Barcelona City Council, strategic allies of the event, provided Johan Cruyff Institute with the most suitable environment for its organization.

A top-class event

The first speaker of the day dedicated to women’s football was Pedro Malabia, director of women’s football at LaLiga, who gave a detailed account of its latest campaigns, as well as projects for the future, from a strategic management perspective. Lindi Ngwenya, CEO of Sisu Sports Management, then took the floor to share her experiences in the agency sector.

The day continued with talks by Rebecca Smith, founder and CEO of Crux Sports, Marely Flores, women’s football tournaments manager at FIFA, and Lluís Cortés, head coach of the Ukrainian women’s national football team, who closed the day with an emotional talk about his experience in that country in the early days of the war.

Technology and the role of the media in the football industry was the central theme of the debate on the second day of the seminar. Aitor Lagunas, director of Panenka magazine, one of the most prestigious and original publications in the world of football, introduced the students to its product model, where football is discussed through the stories of its protagonists.

Marc Menchén, founder and CEO of 2PlayBook, spoke about this digital platform that in its short history has become a reference in the sector from a socio-economic point of view. Mike Toll gave an explanation of the digital communication strategies and social networks applied at FC Barcelona, and Mario Leo talked about the importance of data analytics and its applications from his experience as founder of the data platform Result Sports.

Passing the baton

The third and final day of the seminar was reserved for the alumni, now football industry professionals who also passed through the classrooms of Johan Cruyff Institute to further their academic training and boost their careers. In a round table format, inspiring stories were told by Marcos Pelegrín, director of LaLiga‘s Africa division, Ireneo Snel, athlete representative at Wonderland Sports, Callum Hosier, brand specialist at Football Yoga, and Stefano Perna, founder and CEO of the digital database The Scouting App. In the afternoon, they continued to share tips with those who want to follow in their footsteps in a workshop entitled ‘How to build a career in the football industry’.

The football industry, analyzed by its stakeholders

The seminar provided a relaxed atmosphere in which the exchange of knowledge and networking favoured the synergies between students and industry experts.

To close the event on a high, students and alumni of Johann Cruyff Institute had lunch with the speakers to promote cooperation and synergies between the two groups in a relaxed atmosphere.


Football Business in partnership with FC Barcelona

The main objective of the Master in Football Business in partnership with FC Barcelona is to educate with in-depth and up-to-date knowledge and insights from the football industry. Students will analyze the core theories and relevant case studies that will help them visualize the behavior of the football business. Students will also have the opportunity to learn, interact and contribute with FC Barcelona business strategy and operations.

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