General information

  • Degree: Diploma Football Industry Trends. LaLiga Case Study: The Making of a Global Brand
  • Duration: 3 days
  • Start: October 21st, 2021
  • End: October 23rd, 2021
  • Place:

    Johan Cruyff Institute Amsterdam:
    Laan der Hesperiden 118, 1076 DX Amsterdam,

  • Modality: On campus
  • Language: English
  • Price: € 1,225
  • Special conditions: Discount for alumni and members of related entities
  • Enrollment: Registration open until the start of the program. Limited places available

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.


The football industry is one of the most powerful in the world because of its impact not only sports-wise, but also economically and socially. The new management perspective of sports properties, the digital age, the need to generate continuous engagement with fans, as well as the constant need for adaptation to the new demands of the market, have all become key factors of this evolution.


The Football Industry Trends. LaLiga Case Study: The Making of a Global Brand program will allow you to obtain a real and objective view of the football industry context today, through the new management model of LaLiga: transformation, global brand strategies (scope, content and audience) and value of the social component of one of the most competitive and largest organizations worldwide.

Aimed at

The program is aimed at those who wish to acquire in-depth and up-to-date knowledge directly from key professionals in the industry who will discuss a variety of relevant and contemporary issues about the football business.

It is especially suitable for you if:

  • You are an (ex-)athlete and need an overview of the current state of the football business.
  • You are working in the area of business and/or sport and want to acquire deeper knowledge about the new trends in different sectors of football.
  • You are a lover of the world of football and want to learn more about the management and business of football, mainly focusing on a successful real-life case: LaLiga.

ADMISSION REQUIREMENTSAs a guideline, we are looking for participants with these profiles:

  • Professionals with 5 years minimum experience in the industry.
  • Industry professionals with sport management and/or marketing qualifications.

ADMISSION PROCEDUREIf you are interested in studying this program, you will need to complete the pre-enrolment form. The Admissions Committee will then decide whether or not you should be accepted on the program. The procedure may include a personal interview with the academic director.

Accepted participants will be notified by e-mail and given further information about the next steps of their admission process.


The Football Industry Trends. LaLiga Case Study: The Making of a Global Brand program consists of some theoretical modules about management and business of football which will be blended into the program across the three days with an overview of the successful case of the new management model of LaLiga.

Football Industry Trends. LaLiga Case Study: The Making of a Global Brand

* Program may be subject to change.

ACADEMIC CERTIFICATIONLaLiga Business School/Johan Cruyff Institute.

Learning model

At Johan Cruyff Institute, we strongly believe our students are central to everything we teach, learn and share. We help participants maximize their output and the outcomes they are seeking. Here are some of the principles we apply:

EVERYONE CONTRIBUTESWe expect all participants to engage and contribute to the learning process. There is no hierarchy, and no walls or restrictions.

DIVERSITY IN CLASSWe intentionally bring together participants from sport, business and diverse cultures to enrich the learning process.

PROFESSIONAL EXPERIENCEOur coaches and guest speakers bring years of experience working in sport, business and the football industry.

COMPETITIVE LEARNINGJust like in sport, we encourage healthy competition amongst participants to maximize the output for everyone.

PERSONAL AND FUNWe believe that learning should be fun and not just hard work, so we make a special effort to ensure our students enjoy what they do, individually and collectively.


José Moya - Director general de LaLiga Business School
José Moya ­José is managing director of LaLiga Business School. He was the managing director of Elche C.F and marketing & communication director at U.D. Salamanca. He has a bachelor’s degree in business administration and management from UCAM, and in business administration from Staffordshire University. He also holds an Alfredo DI Stéfano MBA from the Real Madrid Graduate School.
Edouard Legendre
Edouard Legendre ­Edouard works for Ogilvy and Geometry, both agencies owned by WPP, where he is an expert in brand communication and brand activation. He started his career in Formula One, working for different teams, and completed 12 years of intensive experience at this unique and exclusive sports property. He joined WPP in 2007, the world leader in advertising and marketing services, to create and manage sponsorship and sport marketing business units in various European markets. His career credentials include working for commercial companies such as Ford, Shell, Telefónica, Santander, Barclays, Generali, Heineken and Cruzcampo, as well as for sports organizations such as Formula One, UEFA Champions League, America’s Cup, Volvo Ocean Race and many others.
Andrea Oriol
Andrea Oriol ­Andrea is the LaLiga Global Network delegate for the BENELUX market, a member of the board of directors of the Spanish Chamber of Commerce in Belgium and Luxembourg, president of the ESADE Alumni Belgium Chapter and a member of the WBR (Women Breaking Records) Network. She has a bachelor’s and a master’s degree in business management from ESADE Business School, Spain, and also holds a CEMS Master in International Management from Ivey Business School, London, Ontario, Canada.
Stephen Morrow
Stephen Morrow ­Stephen is Senior Lecturer in Sport Finance at the University of Stirling. He was Head of the Department of Sports Studies for five years until summer 2011. Stephen is a Chartered Accountant (ICAS) and trained with the international firm of accountants, Ernst & Young. His research focuses on financial, accounting and governance issues arising in sport. He has written two single-authored books and two monographs on the finances and governance of professional football and a number of journal papers. His knowledge transfer activities include leading workshops on Management Training for Football Managers as part of the Scottish FA/UEFA Pro Licence. He recently chaired an expert working group for the Scottish Government on Supporter Involvement in Football Clubs.
Irsan Widarto
Irsan Widarto ­Irsan is an entrepreneur at heart with a proven business acumen and passionate about sports and technology. Irsan holds a Master’s degree in Computer Science and has founded a software company, X-Hive Corporation which was acquired by EMC. Currently, he is the CTO at iChoosr, a fast-growing global company specializing in human engagement services and software.

Student services


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.

Ask for information

All emails include an email address where you can unsubscribe. You may opt-out at any time. See our privacy policy.
I agree to the Privacy Policy.