Johan Cruyff Institute, candidate for the SportBiz Awards LATAM edition with The Cruyff Athlete Fund

November 23, 2020

Johan Cruyff Institute, candidate for the SportBiz Awards LATAM edition with The Cruyff Athlete Fund

The Cruyff Athlete Fund is competing in the SportBiz Awards LATAM edition in the Companies category for Best Corporate Social Responsibility (CSR) Campaign

The Cruyff Athlete Fund, a scholarship program of Johan Cruyff Institute that promotes the transition of athletes to the business world, is competing in the SportBiz Awards LATAM edition in the Campanies category for the Best Corporate Social Responsibility (CSR) Campaign award. The SportBiz Awards, organized by Good Morning Sports, will take place on December 10 in online format and are designed to recognize executives, sports properties and companies in the sports industry in Latin America.

Johan Cruyff Institute launched The Cruyff Athlete Fund in November 2018, a worldwide initiative through which the institution awards, for each academic year, up to 10 full scholarships to athletes in the last stage of their sports career, or already retired, who show a desire to become leaders in sport management and need help to make this transition. The Cruyff Athlete Fund is one of the most important pillars of Johan Cruyff Institute’s CSR program and a clear example of Johan Cruyff‘s legacy. He advocated that athletes, with the right academic background, are the best to lead and professionalize the sports industry.

In the first two editions of The Cruyff Athlete Fund, a total of 14 athletes have benefited from full scholarships to study postgraduate and master’s programs in sport management, sport marketing and sponsorship and football business, and a third of those selected have been Latin American athletes. The Cruyff Athlete Fund has been nominated for the Best CSR Campaign award for its high positive impact on the community.

The awards will be given based on the decision of a jury made up of renowned professionals within the sector, who will evaluate the initiatives presented by November 27, the deadline for submissions. Cristina Palés, marketing manager of Joan Cruyff Institute, will be part of the jury for the Best Executive of the Year award in the Professionals category-, which will reward leadership in the management of a particular area or of the entire company or institution.

Scholarships Fund

The Cruyff Athlete Fund

Our founder, Johan Cruyff, had a strong desire to enable athletes to develop their dual careers and make a successful transition from sport to the business world after their retirement from professional sport. He considered athletes to be the best people to lead sports organizations, as they understand the specifics of sport and thus defend the values of sport in business to the utmost. At Johan Cruyff Institute we put our commitment to Johan’s belief and legacy into practice through our CSR program The Cruyff Athlete Fund.

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