General information

  • Qualification: Certificate for the Course in Sport Sponsorship: Activation and Measurement from Johan Cruyff Institute, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.
  • Duration: 10 weeks. 6 ECTS (weekly dedication of 10 hours)
  • Start: October 15, 2024
  • Modality: Online
  • Language: English or Spanish
  • Price: € 1.078.- (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 looks at the different types of sponsorship, taking into account that there is no standardized sponsorship model. A comprehensive overview will be given of the process, from the moment a company considers a sponsorship, or an entity plans to attract sponsors until the formal signing and activation of an agreement. Current trends in sponsorship will also be explained, as well as the measuring and setting of KPIs, which is increasingly relevant for decision-making and subsequent performance measurement.


The main objective of the Course in Sport Sponsorship: Activation and Measurement is for students to understand the different types of sponsorship and be able to apply the techniques learned for attracting sponsorship, as well as being able to understand and measure its impact.


  • Know and differentiate between existing types of sponsorship.
  • Understand the objectives pursued by a company in order to provide sponsorship
  • Be able to evaluate each particular case and be flexible.
  • Understand the legal terminology used in contracts.
  • Know how to assess the different variables that make up the KPIs or tools used to evaluate sponsorship.


The program has 6 credits (ECTS), distributed over 10 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.



  • Sporting
  • Cultural
  • CSR
  • Personality
  • Others


  • Marketing
  • Communication
  • Sales
  • CSR


  • Economic/financial
  • Marketing and visibility
  • Media partners
  • Utilities


  • Different models (towards digitalization)
  • Types of contract


  • ROI
  • ROO


Certificate for the Course in Sport Sponsorship: Activation and Measurement 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 three phases: a theoretical phase during the first four weeks, followed by a practical phase during next four weeks leading to a personal project in the last two 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 Sport Sponsorship: Activation and Measurement, 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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