General information
- Qualification: Master in Sports Business and Marketing from Johan Cruyff Institute and Universitat Autònoma de Barcelona, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.
- Duration: 9 months. 60 ECTS (weekly dedication of 5-8 hours on campus + 5-8 hours online)
- Start: September 2026
- End: June 2027
- Schedule:
On campus classes: Fridays from 3:00 pm to 8:00 pm (and some Thursdays in the evening)
- Place:
Johan Cruyff Institute Barcelona - Spain
- Modality: Blended (in Barcelona)
- Language: English
- Price: € 640 Enrollment Fee + € 9,800 Tuition Fee + € 30 Registration Fee (The Registration fee is non-refundable). Fees for the academic year 2026-27.
- Payment methods: Payment in installments available
- Special conditions: Discount for alumni and members of partner 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.
Introduction
The Master in Sports Business and Marketing Blended is a 9-month program that delves into the most important aspects of marketing and management applied to sport.
Classes with expert faculty closely linked to sport, are combined with master classes with exclusive guest lecturers from the world of sport marketing and management, outdoor visits (field trips) and a study trip that will enrich the experience you’ll have in Barcelona with your classmates, broadening your network of contacts in the sporting world. In addition, each module of the Master will include some hours online.
Objectives
The main objective of the Master in Sports Business and Marketing is to guide you in your development as an integrated sport marketing and management professional and train you in the use of marketing and management tools to recognize business opportunities, establish strategies, anticipate changes, optimize resources and analyze information with sound judgement.
LEARNING OUTCOMES
- Understand and apply strategic, global and objective vision to the sports industry from a business perspective.
- Create new market opportunities by applying an entrepreneurial spirit and a culture inclined towards innovation in sport organizations.
- Use the most innovative practices in sport marketing and be more effective in brand strategy and sponsorship execution.
- Detect the key factors to lead professional teams and obtain the best results.
- Interpret the financial statements of a sports organization and create financial strategies for new products and businesses.
- Optimize the management of a sports facility and sports event.
Aimed at
The Master in Sports Business and Marketing is right for you, if:
- You’re an (ex) athlete looking for education and a degree in sport management to give your professional career a boost.
- You’re working in a business environment and want to specialize in the sports industry.
- You wish to complete your education with a postgraduate degree specializing in sport marketing, administration and management.
People who have completed this Master are currently working in the areas of:
- Sports Competition (professional sports teams and event organizers).
- Governance (sports federations and associations).
- Sports Facilities and Events (championship organizers, sports clubs).
- Community Sports (foundations, government, municipalities).
- Sports Consulting (private business initiatives).
- Marketing and Sponsorship (private and public companies).
ADMISSION REQUIREMENTS
To be eligible for admission, you must meet the following requirements:
- Have a Bachelor’s degree, undergraduate diploma or the equivalent.
- Provide proof of an intermediate level of English proficiency (B2 level or equivalent).
Note: English language proficiency is mandatory for all candidates.
ADMISSION PROCEDURE
Please complete the pre-enrollment form if you are interested in studying this program. Your form will be submitted to the Admissions Committee, which will evaluate if your achievements as well as your aspirations and motivations in pursuing this degree, are in line with the objectives of the program. The admission procedure may include a personal interview with the program manager. One of our academic consultants will contact you within 72 hours.
Program
The study plan for the Master in Sports Business and Marketing is comprised of 4 thematic blocks. The on-campus classes will be held on Fridays from 3:00 pm to 8:00 pm and some Thursdays in the evening.
BLOCK01
21ECTS
LEADERSHIP AND MANAGEMENT OF SPORT ORGANISATIONS
OPERATIONS AND STRATEGY – 6 ECTS
- Company strategy: origin and design
- The purpose of the company: mission, vision and values
- Strategic analysis: SWOT
- Positioning strategies based on external analysis
- Growth strategies
- Business plan: outline and strategy
FINANCES AND ACCOUNTING – 6 ECTS
- Finance and sport management
- Interpretation of financial reports
- Analysis of financial statements
- Financial planning
- Structural finance
- Financing
INNOVATION AND ENTREPRENEURSHIP – 3 ECTS
- Innovation: what are we referring to?
- Innovation strategies
- Innovative business models
- Organization of innovation
- Innovation and the customer
- Open innovation
MANAGEMENT OF INFORMATION AND DATA – 3 ECTS
- Data Analysis for the sports sector
- Decision-making based on information and data
- Data management tools for sports
HUMAN RESOURCES – 3 ECTS
- Staffing policies in the sports sector
- Human resources management models
BLOCK02
18ECTS
MARKETING AND COMMUNICATION IN THE SPORTS INDUSTRY
MARKETING STRATEGIES AND METHODS – 6 ECTS
- Introduction to sport marketing
- Defining the marketing strategy: differentiation
- Market segmentation, targets, positioning and value proposal
- Design and brand management
- Operational marketing: objectives
- Development and management of products/services in sport organizations
- Price, distribution and communication policy
- Marketing and communication 2.0 and social media
- Marketing plan
COMMERCIAL MANAGEMENT – 3 ECTS
- Main sources of revenue in a sports property
- Control of commercial rights
- Ticketing and Access to tickets
- Quality advertising impact
- Customer loyalty and measurement tools
- Return on advertising and sponsorship investment
COMMUNICATION AND MEDIA – 3 ECTS
- Introduction: objectives, structure and method
- Sport & the media: history
- Sport & media players: buyers, sellers & intermediaries
- Sport & media geography: description & particularities of the world’s main regions
- How does it work?
- Conclusion + overview of what the future might bring
ALLIANCES AND SPORT SPONSORSHIP – 6 ECTS
- The sponsorship marketplace
- The sponsorship toolbox
- Managing and activating a sponsorship
BLOCK03
15ECTS
SPECIFIC AREAS OF THE SPORTS INDUSTRY
GOVERNANCE OF THE SPORTS INDUSTRY – 3 ECTS
- Governance models in the sports sector
- Governance-based decision-making
SPORTS COMPETITIONS (EVENTS) – 5 ECTS
- Event types
- Organization models
- Candidature
- Event phases
- Economic management
- Event marketing
- Personnel & volunteers
- Risk management
- Legacy
SPORT FACILITIES – 5 ECTS
- Urban planning of sport facilities
- Management models
- Management plan of a sport facility
DIGITAL TRANSFORMATION IN SPORTS – 2 ECTS
- The transition in the digital transformation of an organization
- Social networks as a basic communication tool
- eSports and its rol in the sports industry
BLOCK4
6ECTS
FINAL PROJECT
- Master’s Degree Final Project
OUTDOOR ACTIVITIES
The program includes visits to sport facilities and entities that provide an on-the-ground and first-hand understanding of what management challenges are faced on a day-to-day basis, in the hands of active professionals.
STUDY TRIP
The Study Trip is an immersive learning experience designed to connect academic knowledge with real-world practice. Through visits to leading sports organizations and sessions with industry professionals, students gain first-hand insight into how the sports industry operates at the highest level. The Study Trip promotes experiential learning, professional networking, and a global perspective, helping students better understand the challenges and opportunities of the sports business while bringing classroom concepts to life. The Study Trip involves an additional cost of €675 (price for the 2026–2027 academic year).
DEGREE
Master in Sports Business and Marketing of Johan Cruyff Institute and Universitat Autònoma de Barcelona.
The program fee does not include the administrative fee for issuing the Master’s degree certificate (€211.47 in 2025).
Learning model
The Master in Sports Business and Marketing puts you at the center of your education. You will enjoy learning based on a learning-by-doing methodology. We encourage collaborative work and transfer the content to specific situations in sport management (connective teaching methodologies and social constructivism). Our staff of expert faculty will guide you in the learning process, providing high quality training with the flexibility of online study.
BENEFITS
- 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.
Faculty
| Víctor Jordán Vallverdú | Víctor Jordán is academic director and a board member of Johan Cruyff Institute. He is a lecturer in digital training at UOC, and lecturer, coordinator and consultant at the Fundació Tecnocampus Mataró-Maresmes and also lectures on the digital marketing course at Universitat de Vic. Víctor co-designed one of the first MOOCs at the UPF with more than 50,000 students and was the creator of the e-learning area of Johan Cruyff Institute, whose master’s and postgraduate courses have remained at the top of the sport management rankings over the years. He is currently working on his doctoral thesis on the esports industry. Course: Digital Transformation |
| Florina Silaghi | Florina Silaghi is an Associate Professor of Finance at the Universitat Autònoma de Barcelona, a position she has held since 2023, after serving as Serra Húnter Lecturer, Juan de la Cierva researcher, and Visiting Assistant Professor at the same institution. She holds a Ph.D. in Finance from the University of Rennes 1 and her research focuses on corporate finance, financial distress, bankruptcy, restructuring, real options, and crowdfunding. Course: Financial and Accounting Management |
| David Hidalgo | David Hidalgo is CEO at Grand Valira Soldeu Ski Resort, general manager of the Andorra 2027 World Ski Championships bid, and president of the Andorra Esports Cluster. He has extensive experience in the ski industry, resort planning and operations, organizing world-class sporting events and the management of tourism and leisure activities. David is a lecturer on programs in sport management and sport event organization, and is also an expert in finance, innovation and information technology. Course: Sports Competitions (Events) |
| Jordi Viñas Fort | Jordi Viñas is a sports consultant, and CEO and founder of Itik Consulting Sport & Leisure. He holds a degree in physical activity sciences, a master’s degree in sport management from Loughborough University and an MBA from Esade. Jordi has been working for more than 20 years in the management of sports entities, both in the public and private sector, specializing in strategic planning and facility management. Jordi is a member of the Social and Educational Research Group on Physical Activity and Sport (GISEAFE). Course: Operations and Strategy |
| Roser de Puig | Roser de Puig is project manager of the institutional relations, public relations and protocol department of FC Barcelona, and has a degree in law and a master’s degree in sports law. Roser joined FC Barcelona in September 2021 after leading the organization of Euro 2020 in Seville within the Spanish Football Federation. Course: Sports Competitions (Events) |
| Teresa Carví | Teresa Carví is Media Production Manager at GRUP MEDIAPRO. She has more than 25 years of experience in the international audiovisual sector, particularly in the production of high-impact sports content. She has led teams, managed complex operations, and developed campaigns that connect with global audiences through strategy, creativity, and excellence in execution. Course: Commercial Management |
| Joan Freixanet | He holds a degree and an MBA from ESADE Business School and a Ph.D. from the Universitat Politècnica de Catalunya. He is currently a professor of Strategic Management and Family Business at the Universitat Autònoma de Barcelona, and previously spent nine years as an Associate Professor at the Graduate School of Management of St Petersburg University, after having served as an associate professor at Universitat Pompeu Fabra. Course: Innovative Projects and Entrepreneurship |
| Aran Navarro | Aran Navarro is Director of Marketing and Commercial Operations at Girona FC, a club that is part of the City Football Group. He oversees brand positioning, content, ticketing, retail and licensing, memberships, and fan engagement. Previously, he worked at Media Base Sports, a football and creative communications agency within the Mediapro Group, advising professional football clubs on marketing, communication, digital strategy, and content. Course: Sports Sponsorship and Partnerships |
| Josep Rialp | Josep Rialp is an Associate Professor in the Business Department at the Universitat Autònoma de Barcelona, where he has been teaching since 1992. He holds a Ph.D. in Entrepreneurship and Management from UAB, as well as a Bachelor’s degree in Economics and Business. His academic work includes research on management and innovation, and he has published on process innovation.Course: Information and Data Management |
| Sergi González | With an extensive background in sports management, Sergi González is a specialist in the football industry (more than seven years of experience) who drives innovation and growth through strategic partnerships. He currently leads in-person education initiatives and explores new revenue streams at the Barça Innovation Hub. He leverages his experience to build high-impact collaborations that push the boundaries of innovation in sport. Course: Sports Governance |
| Carlos Martine Lizama | Carlos Martinez Lizama is CEO of CianeConsulting and Associate Professor in the Business Department at the Universitat Autònoma de Barcelona, where he has also served on the University Governing Council. He holds a Ph.D. in Business Administration from UAB and has extensive experience in strategic consulting, leadership development, executive coaching, and organizational transformation, with a focus on strategy, business models, Industry 4.0, and people development.Course: Human Resources |
| Ferran Giménez | Ferran Jiménez is a commercial and business development executive with extensive experience in marketing, sales, and strategic management across B2B and B2C environments. He has held senior roles in marketing and sales leadership, particularly in the payments industry, retail services, and outsourcing, leading commercial teams, driving revenue growth, and developing new business initiatives. His expertise combines strategic analysis, creativity, and a strong results-oriented approach, with a proven track record in team leadership and market expansion. Course: Marketing Strategies and Methods |
| Bruno Batlle | Bruno Batlle is the General Manager at CE Sabadell FC, where he oversees both sporting operations and business areas such as finance, marketing, and corporate strategy. With over 12 years of experience at Prime Time Sport, he has also served as a consultant for major organizations like FIFA, FC Barcelona, and Manchester City. Course: Commercial Management |
| Edgar Romero | Edgar Romero works as Manager, Hospitality & Partnership Lead at the Formula 1 Barcelona–Catalunya Grand Prix. A global executive in sports management and marketing (PhD in Sport Management), with over 15 years of experience in the commercial sector and more than 10 years of international experience in the sports and events industry, he works at the intersection of business, sport, and social impact—building strategic partnerships, driving innovation, and promoting sustainable growth that creates real value for sports organizations and people.Course: Sports Facilities |
Student services
Johan Cruyff Institute offers different services to enhance your employability, complete your education and improve your experience before, during and after your studies.
EMPLOYABILITY
Every week we send you a newsletter with job offers from football clubs, companies and sports entities so that you can follow in detail how the job market is evolving in the sports industry and be the first to know about available job opportunities.
In addition, we have built a wide network of professional partners who are looking for talent and turn to us to fill their vacancies. Johan Cruyff Institute selects the best qualified profiles among its network of students according to their suitability.
PROFESSIONAL INTERNSHIPS
Our students are well-trained candidates, able to bring a lot of value to companies and, therefore, perfect for integrating into their teams through the formula of professional internships. These internships are, in turn, an enriching learning experience, and through them you have the opportunity to live the reality of a sports organization and put into practice the knowledge you have acquired.
ALUMNI CRUYFF INSTITUTE
The Alumni Cruyff Institute digital platform allows the more than 9,000 students who have studied with us to maintain the links created during their studies, as well as to participate in webinars and training sessions, among other resources.
Connect to this network and get in touch with peers who share your interests and with former students working in companies and institutions around the world, while keeping the spirit of Johan Cruyff Institute alive.
HOSPITALITY
If you are coming to study from outside Spain, we are here to help you. We will help you with the paperwork and provide you with information about accommodation, health insurance, currency and all the details you need to know to make your experience in Barcelona perfect.
UAB STUDENT
All students and alumni of the Master in Sports Business and Marketing have access to the services offered by the Universitat Autònoma de Barcelona on the Bellaterra campus:
- Career guidance and employment office: Treball Campus
- Entrepreneurship support programme: UAB Emprèn
- Language learning and translation services: Servei de Llengües, UAB Idiomes
- High-level sports facilities
- Library network
And many more services, including disability support programmes, publishing services and on-campus accommodation, among others.
Venue
Classes are delivered at Johan Cruyff Institute Barcelona campus: Av. del Tibidabo, 15 Bis, 08022, Barcelona, Spain.
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