General information

  • Qualification: Certificate for the Course in People Management in Sport from Johan Cruyff Institute, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.
  • Duration: 5 weeks. 3 ECTS (weekly dedication of 10 hours)
  • Start: October 15, 2024
  • Modality: Online
  • Language: English or Spanish
  • Price: € 664.- (Fees for the academic year 2024-25)
  • Special conditions: Discount for members of partner entities
  • Enrollment: Registration open until the start of the course

The program may be subject to change.
The institution reserves the right to cancel the edition of the program if it does not meet the minimum number of students.


This course is divided into several lessons that will provide the knowledge and skills required to properly manage the people and talent in a sports entity.
Talent management is something that has become a priority in most organizations.
The professionalization of sports entities means that the role of human resources has become essential in order to be able to correctly manage change. It is so important to efficiently manage talent, identify the best profiles for the correct job/person/organization fit, develop that talent within the organization and ensure that they are the best. This is one of the most complicated tasks for human resources and, of course, equally as important as retaining this talent by enhancing our employer branding. All of these points are key in order for the entity to reach its strategic objectives, both at a sports and management level. Human Resources is organization, it’s development, it’s people, it’s the soul of the company.


In this course, the goal is for students to learn how to develop a human resources management and talent development model, offering different tools that enable them to implement people management processes in any sports entity.
People are the ones who make organizations what they are, so knowing how to manage them and ensuring they feel involved and committed to the project will make the difference between one entity and another.


  • Understand and apply concepts and definitions of the human resources function.
  • Be able to develop tools for the correct performance of the role in a sports entity.
  • Acquire the necessary skills to define and implement a human resources project in the organization.
  • Understand the human resources function and be able to apply the knowledge acquired strategically.
  • Know how to manage change.
  • Prepare the presentation of a project to present to the management board.


The program has 3 credits (ECTS), distributed over 5 weeks. The course is composed of various teaching units (UD) and each one consists of a continuous assessment test, in which you interactively apply theory, complemented with solving exercises and practical cases.



  • Global vision of human resources management
  • Key processes in people management
  • Key human resources indicators


  • Organisation of a sports entity
  • Organisational charts and types of reporting
  • Job description manual
  • Hiring sports and non-sports professionals
  • Sizing workforces


  • The performance evaluation process
  • How to give employees effective feedback
  • How to correctly analyse and use the information obtained


  • What is project management and why is it important
  • Types of projects
  • Tools for managing and documenting a project
  • Identification of internal talent and critical positions
  • Training plans
  • Career plans


  • Fixed pay. What it is and how it is determined
  • Variable pay. Bonus models and their calculation
  • Emotional salary. What it is and how it impacts the company
  • Internal communication objectives
  • Elements involved in internal communication
  • Internal communication and the work environment


  • How to make a strategic human resources plan
  • Human resources policies


Certificate for the Course in People Management in Sport from Johan Cruyff Institute.

Learning model

METHODOLOGYOur online courses offer complete flexibility, allowing students to access content whenever it suits them throughout the week. We recommend dedicating between 8 and 10 hours weekly to stay up-to-date with the tutor-scheduled assignments, though the actual time required may vary depending on prior knowledge of the subject or professional experience in the field. On the virtual campus, students will have access to all essential resources for their progress, including notes, podcasts, videos, articles, and case studies, all under the precise guidance of a tutor who will provide directions on activities and deadlines.

Moreover, the courses feature several live webinars led by the professor or invited experts. While attending these webinars in real time is recommended, sessions will be recorded and made available on the virtual campus for later viewing. The courses are structured in two phases: a theoretical phase during the first two weeks, followed by a practical phase in the last three weeks.


  • Learning 3.0: flexible schedules, different learning environments and technologies.
  • World-class faculty: interaction with expert faculty and industry professionals.
  • Collaborative tools, teamwork, communication and debate.
  • Sports-industry oriented: training that approaches the business sector of the sports industry.
  • Learning from experience: designed for professional improvement.


The Johan Cruyff Institute teachers are experts from the sports sector and combine research and consultancy with teaching. Through their experience and knowledge, they have developed a broad variety of cases and concepts to work with.

Learn more about our Faculty pool.

Student services

VIRTUAL CAMPUSAs a student of the Course in People Management in Sport, you’ll have exclusive access to the learning platform that will allow you to track your academic progress 24 hours a day from anywhere in the world. The virtual campus provides a collaborative environment between professors and students facilitating e-mails, chats, videos, books articles, case studies, simulations, experiences, websites, blogs and a video library. You’ll have a wide range of tools at your disposal so your learning experience can be interactive, enriching and complete.


Johan Cruyff Institute offers students, alumni, faculty and members of our network the opportunity to connect and collaborate, to share their passion for sports and their professional expertise.

The Alumni Cruyff Institute provides a means of interconnection that will enable the whole community not only to re-establish contact with fellow students, but also to create new links with people from the sports sector throughout the whole network who can offer new experiences and initiatives to keep growing in the profession.

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