General information

  • Degree: Master in Sport Marketing & Sponsorship of the Johan Cruyff Institute
  • Duration: 16 months (9 months Barcelona + 7 months online). 60 ECTS (weekly dedication of 10-12 hours)
  • Start: September 2016
  • End: December 2017
  • Schedule:

    On campus classes: Friday from 4pm to 8.15pm

  • Place:

    Johan Cruyff Institute Barcelona
    Pomaret 8, 08017 Barcelona

  • Modality: Blended (Barcelona + online).
  • Language: Spanish
  • Price: € 8,675.- Euros
  • Payment methods: Payment by installments available
  • Special conditions: Discount for alumni and members of related entities
  • Enrollment: Registration open until the start of the program. Limited seats 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 Master in Sport Marketing and Sponsorship blended has a duration of 16 months. The first nine months are delivered on Campus at the Johan Cruyff Institute Barcelona on Fridays afternoon. Classes with expert faculty and closely linked to sport, are combined with Master Classes with exclusive speakers from the world of direction and sport 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 world of sport.

The other seven months are delivered online, and you will be assigned a personal tutor, who will be tracking your pace of work/study adapting it to your work and/or sports schedule. The tutor is responsible in accompanying you throughout the training process, doing a personalized tracking of your academic evolution throughout the program.


The main objective of the Master in Sport Marketing & Sponsorship is to guide you in your professional development as an integral sport marketing and sponsorship professional, and teach you how to use marketing tools applied to sports to recognize business opportunities, develop strategies in creative industries, anticipate changes, and optimize and analyze information resources judiciously.


  • To know the operating environment of sport organizations, functional areas and analytical tools.
  • To understand, analyze and implement marketing and sponsorship strategies, development strategies, and the launching and positioning of new products.
  • To make decisions relating to product, price, distribution and communication components.
  • To understand the qualitative and quantitative analysis and diagnostic tools for sports market research.
  • To understand, analyze and assess the role of digital communities and social media in sport organizations.
  • To analyze and evaluate marketing strategies for the internationalization of sports activities.
  • To use technological tools for the exploitation of business resources through sport marketing.

Academic itinerary

You have the option of studying the Postgraduate Diploma in Sport Marketing (27 ECTS) and the Postgraduate Diploma in Sponsorship (27 ECTS), or you can take modules of the Master separately as specialized courses. This way, you can earn credits towards obtaining the Master degree in a maximum period of 3 years from the start of the first module.

Aimed at

The Master in Sport Marketing & Sponsorship of the Johan Cruyff Institute is suitable for you, if:

  • You are an (ex-) athlete and are looking for specialized education in marketing and sponsorship to give your professional career a boost.
  • You work in Marketing and want to deepen your experience and knowledge in marketing and sponsorship applied to sport.
  • You wish to complete your training with a specialized postgraduate degree in sport marketing and sponsorship to create a future for yourself within the sports industry.

People who have completed this Master are currently working in the following areas:

  • Sport Marketing and Sponsorship (private and public companies)
  • Advertising and Branding (advertising agencies and media agencies)
  • Sports Competition (professional sports clubs and event organization)
  • Leadership and Management (federations, sports associations, NGOs and foundations)
  • Sports Consulting (private business initiatives)
  • Sports Journalism (media agencies and media)

ADMISSION REQUIREMENTSTo be admitted, you must meet one of the following requirements:

  • Have a Bachelor’s degree, diploma or equivalent.
  • Have at least 3 years of experience in the field of marketing and/or sponsorship.
  • Have developed a career as a professional athlete.


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.


The curriculum of the Master in Sport Marketing & Sponsorship consists of 2 mandatory modules and an optional instructional module. The Master is finalized with the completion of a final project that involves developing the marketing and sponsorship plan of an organization. The first module will be held on Barcelona campus, with a duration of 9 months, while the other modules will be held online, with a duration of 7 months. Both modalities are doing a total duration of 16 months. The on campus classes will be held Fridays 16.00 – 20.45.




  • Sports marketing tools and resources – 8 ECTS
  • Management structures and assets in the sports industry – 7 ECTS
  • Rights, venues and organizational platforms for sporting events – 8 ECTS
  • Economic structure and sports business model – 4 ECTS




  • Sponsorship/media strategy – 6 ECTS
  • Sponsorship from property, brand, agency and media – 6 ECTS
  • Tactics: implementation and sponsorship activation: Measurement and analysis – 6 ECTS
  • Patronage – 5 ECTS



ONLINE – OPTIONAL *  You´ll be able to chose one of the following elective modules:
  • Internet marketing & business strategies
  • Opportunity recognition
  • Viral marketing
  • Web 3.0
  • Branding
  • Digital marketing
  • Street marketing
  • Sponsorship of events of exceptional public interest





  • Business plan development

* The exercise of a professional activity related to sport marketing and sponsorship, facility management, event organization, sponsorship, etc, can be recognized as elective credits.


Master in Sport Marketing & Sponsorship of the Johan Cruyff Institute

Learning model

The Master in Sport Marketing & Sponsorship puts you at the center of your education through a learning by doing methodology. We encourage collaborative work and transfer the content to specific situations in sport marketing and sponsorship (connective teaching methodologies and social constructivism). Our staff of expert professors and tutors will guide you in the learning process, providing high quality training combined with the flexibility of online study.


  • 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.


Victor Jordan - Professor at Johan Cruyff Institute
Víctor Jordán Vallverdú­Degree in History. University of Barcelona. Associate professor of TecnoCampus Mataró (UPF) and UOC. Training for teachers at institutes, councils and universities on the use and application of ICT tools in the education sector. Consultant by Google Inc. for the implementation of Google Apps Education educational tool.
Nuria Masferrer - Professor at Johan Cruyff Institute
Dra. Núria Masferrer­Ph.D in Economics and Business from the University of Barcelona. Member of the Research Group of Economics and Uncertainty Management from UB, credited as an emerging research group by the Generalitat de Catalunya and the CEO group of the School of Maresme -UPF. Specialization in Business Financing.
Dr. Josep Torres Prunyonosa - Professor at Johan Cruyff Institute
Dr. Josep Torres Prunyonosa­Doctor in Actuarial and Financial Sciences. Master in Equity Markets and Derivatives. Specialist in banking, rating of sporting bodies and ethics in finance. Associate Professor of EAE Business School, Autonomous University of Barcelona (UAB) and EUNCET.
David Hidalgo - Professor at Johan Cruyff Institute
David Hidalgo­Degree in Economics and Business, Universitat Pompeu Fabra (UPF). Master in Business Administration (ESADE Business School). International MBA Program Canada (Schulich School of Business, York University). Human Resources Executive Program, USA (Cornell University), General Directorate Program (IESE Business School). Corporate Director, Soldeu Ski Resort – Granvalira.
Óscar García - Professor at Johan Cruyff Institute
Óscar García­Bachelor of Science in Physical and Sport Activity at INEFC Barcelona. Master’s in Public Management from the University Pompeu Fabra (UPF), Autonomous University of Barcelona (UAB) and ESADE. Director of Atlas Sport Consulting.
Raúl Ciprés - Professor at Johan Cruyff Institute
Raúl Ciprés­Associate professor at Blaquerna (URL), EAE Business School, TecnoCampus Mataró (UPF). Partner at CreativiaLab. Managing Partner at InfinitC (Mexico City, Caracas and Lisbon). Member of the Board of Directors of Club Joventut Badalona. He has been the Marketing Director of Real Club Deportivo Espanyol and Real Club de Polo de Barcelona, ​​among others.
Valentí Giró
Isidre Rigau
Juan Andrés Hernández
Xavier Cherta
Xavier Esteve
Jordi Adell
Pati Roura
Joan Porcar
Todd Beane

Student services

VIRTUAL CAMPUSOnline learning takes place in an Open Campus environment through our virtual learning platform based on a learning by doing methodology, using exercises, case studies and projects. The virtual campus provides an environment rich in learning tools to encourage study and the use of the online library, chats, web links, self-assessment tests, video library, master classes etc. It allows you to monitor your own academic progress from anywhere in the world, 24 hours a day.

NETWORKING & ALUMNI CRUYFF INSTITUTEJohan 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.

The platform has been designed so you can comfortably navigate through the various areas and enjoy the offers that most interest or adapt to the needs of alumni at any given time. In the Learning Area, you will find resources that will allow you to keep up with the latest trends in the sector, participate in our webinars or access pre-recorded academic sessions, as well as many other resources.

The Alumni Cruyff Institute platform’s Networking section provides a meeting point for alumni to get in touch, share experiences, network, discuss ideas and create positive synergies for the benefit of all. Those who play in this ‘League’ will enjoy the Cruyff Alumni Club, where all Alumni members (organized by center) will have at their disposal numerous academic and leisure activities and events organized in the different countries.

In a later stage, the Alumni Cruyff Institute will offer platform members support in managing their professional development through the Career Services section (job offers and internships). There will also soon be the Cruyff Alumni Shop, an online store where you can purchase official Johan Cruyff Institute products exclusively.

CORPORATE INTERNSHIPSOur Corporate Training Program is a natural result of the Johan Cruyff Institute’s global network. The practices are an enriching learning experience for both organizations and students. They contribute to the company’s professional development, and offer students the opportunity to access businesses related to sports, to live the reality of a sports organization and acquire new practical skills and knowledge.
CAREER SERVICES The Johan Cruyff Institute allows a bridge between potential candidates and the corporate sector involved in sports. Organizations and companies in the sports sector that have vacancies contact us looking for “sports-minded” candidates. The Johan Cruyff Institute selects qualified contacts within our network profiles. Employment opportunities and new projects in the sports sector are also announced through our various channels.
JOB IN SPORTS PLATFORM Johan Cruyff Institute enables a bridge between potential candidates and the corporate sector involved in sports. Organizations and companies in the sports sector with vacancies contact us when looking for candidates that are “sports-minded”. The Johan Cruyff Institute selects and contacts qualified profiles within our network. Employment opportunities and new projects are also announced in the sports sector through our different channels.


Johan Cruyff Institute Barcelona

Classes take place at the Johan Cruyff Institute Barcelona, located in the upper part of the city. The building, dating from the 20th century, offers a learning space with natural light and access to the garden to enjoy networking between sessions. The lectures will be held in a multipurpose SMART classroom which facilitates the agility and flexibility of the sessions.

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