General information

  • Degree: Official Master’s Degree in Sport Management from the Universitat Autònoma de Barcelona
  • Duration: 11 months. 60 ECTS
  • Start: September 20, 2022
  • Modality: Online. Also available on campus (Barcelona)
  • Language: Spanish & English
  • Price: € 1,000.- Enrollment fee + € 8,540.- Tuition fee+ € 30,21.- Application fee (The Application fee is non-refundable if not admitted or not enrolled. This fee is independent from the price of the Master credit.)
  • Payment methods: Payment by installments available
  • Enrollment: Registration open from January 2022 until the start of the program

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 Johan Cruyff Institute and Universitat Autònoma de Barcelona (UAB) collaborate to jointly deliver the Official Master’s Degree in Sport Management linked to the Faculty of Economics and Business of the UAB. The Universitat Autònoma de Barcelona was ranked the second best Spanish university in the 2022 edition of the Times Higher Education World University Rankings, occupying position 170 in the world ranking. In Europe, the UAB ranks among the Top 100 (75th position).

The Official Master’s Degree in Sport Management is a 11-month program that examines the most important aspects of management applied to sport.


The main objective of the Official Master’s Degree in Sport Management is to guide you in your development as an integrated sport management professional and train you in the use of management tools to recognize business opportunities, establish strategies, anticipate changes, optimize resources and analyze information with sound judgement.

LEARNING OUTCOMESUpon the completion of the program, you will be able to:

  • Assess the socio-economic and legal framework of a sports company so as to develop a strategic management plan.
  • Recognize, negotiate and use the financial resources available to sustainably manage a sports entity.
  • Identify indicators that allow for the development of the potential of the people that make up a sports company.
  • Design the commercial management of sports products and services through marketing strategies and plans.
  • Financially manage sports infrastructures and facilities.
  • Plan and manage sporting events.
  • Apply the knowledge and skills learned in a professional sport management environment.
  • Prepare a business plan or project related to sport management.

Aimed at

The Official Master’s Degree in Sport Management is right for you, if:

  • You’re an (ex) athlete looking for an official degree in sport management to give your professional career a boost.
  • You’re working in a business environment and want to specialize in sport management.
  • You want to complete your education with an official Master´s Degree specializing in sport management.
  • You are a professional in the sports industry, with experience in the sector but without studies related to sports management and you want to improve and update your knowledge of the industry.

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).
  • Sports Journalism (media).
  • Marketing and Sponsorship (private and public companies).

ACCESSTo access this master’s program applicants are required to hold an official Spanish university degree or other degree issued by a higher education institution of the European Higher Education Area, or other non-EU institution, that entitles access in the issuing country to attend a master’s program.

ADMISSION REQUIREMENTSThe requirements for admission are:

  • An official university degree or its international equivalent. * Degree qualification and academic certificates issued by institutions in countries outside the EU must be official documents issued by the competent authorities and legalized via diplomatic channels or, where necessary, via the Hague Apostille.
  • For the English language group, a level corresponding to B2 level of English in the Common European Framework of Reference for Languages (CEFR) is required. Similarly, for the Spanish group, a level of Spanish corresponding to the CEFR B2 level is required.
  • All candidates who cannot accredit an official university degree in Business Administration and Management, Economics, Marketing, Tourism or equivalents are required to take an entrance exam for the master’s degree.
  • Depending on the results obtained in the entrance exam, the student may be required to take extra courses in order to access the Master’s Degree.

* Depending on your degree you may be asked to take complementary courses as a prerequisite for admission (4 ECTS each one).

  • Certified photocopy of the official university degree necessary for admission to Master, or photocopy of the degree along with the original.In the case the Hague Apostille will be necessary, it should clearly appear on the certified photocopy.
  • Certified photocopy of university transcript, or photocopy of transcript along with official transcript.
  • ID Photocopy.
  • 2 passport photos.
  • Registration form completed for the Official Masters Degree in Sport Management.

SELECTION CRITERIAIn the candidate selection procedure (max 5 points) the following evaluation criteria will be applied:

  • Suitability of the candidate for the objectives and content of the program (up to 1 point). The candidate’s suitability will be assessed based on a written presentation of a maximum of two pages in which the candidate will present his suitability for the master’s program and his professional objectives.
  • Academic record, which will be assessed according to the rules for the assessment of academic records of the Autonomous University of Barcelona (up 1.5 points).
  • Professional experience which will be positively assessed, especially if this experience has been obtained in the field of sport management (up to 1 point).
  • The contents of two letters of introduction (0.5 points): one from a university professor and another from someone in the professional field will be especially valued.
  • Personal interview with the academic coordination team of the master’s program (up to 1 point).

APPLICATION PROCESSPre-enrollment is done through the website of the Autonomous University of Barcelona (UAB), by clicking on this link PRE-ENROLLMENT or the button on the top right of this page. Once on the UAB site, you will be explained all the steps you must follow to complete your enrollment. The last step to complete your enrollment will be in person at the registrar’s office of the Johan Cruyff Institute. If you are unable to attend, we will ask you to send us all the necessary documentation to complete the enrollment process for you.


The curriculum of the Official Master’s Degree in Sport Management consists of 10 compulsory teaching modules.



The main objective of this module is that students start studying a wide range of economic phenomena that occur in the sports field. For this, students will be provided with the basic economic analysis tools for decision-making in the field of sport management. Specifically, the module will cover the following:

  • The basic concepts of microeconomics, so that students can perform an analysis of the demand and supply of sporting events, analyzing the demand and supply of sport as a leisure service.
  • An introduction to the theory of production in the sporting events market, analyzing the cost structure of sports clubs and the trend towards indebtedness.
  • The macroeconomic environment context and the effects of the organization of major sporting events.
  • The structure and governance of sports institutions, analyzing the role of institutions: clubs, leagues and federations.
  • Rationality and incentives in sport.
  • The strategic analysis tools used to analyze the strategy and purpose of a sports company.
  • The ideal strategy to establish a business model within the sports field.



The main objective of this module is that students start learning about the financial management of a sports company and the economic and financial evaluation of business projects, as well as learning about public and private institutions and mechanisms for financing these projects. For this, students will be provided with the basic economic and financial analysis tools for decision-making in the field of sport management. Specifically, the module will cover the following:

  • The basics of financial management, so that students can understand the main financial statements of a sports company.
  • The most important ratios to analyze the differences between sports companies.
  • How to diagnose the situation and problems of a sports company.
  • The ideal strategy to establish a business model within the sports field.
  • The different sources of financing.
  • Short- and long-term planning processes, analyzing the strategy and purpose of a sports company and analyzing the budget as a management tool.
  • The differences in the economic-financial management of sports institutions—sports public limited companies, sports associations and public limited companies.
  • Evaluation and feasibility of a sports investment project, analyzing its profitability based on its financing.



The main objective of this module is that students begin to learn how to manage the human resources and talent of a sports entity, as well as learning about the elements of innovation and entrepreneurship. Specifically, the module will cover the following:

  • The development and retention of employees, which is key for the entity to achieve its strategic objectives, both at a sports and management level.
  • A human resources management model and different tools that will enable students to implement people management processes in any sports entity.
  • People management, in order to ensure that everyone feels involved and committed to the project.
  • The development of new business areas and constant innovations.
  • The main concepts and successful practices of sports organizations.



The main objective of this module is that students start learning about marketing in the sports field. For this, students will be provided with the basic commercial and marketing tools for decision-making in the field of sport management. Specifically, the module will cover the following:

  • The fundamentals of the new commercial and marketing model applied to sport management.
  • The different research techniques—both quantitative and qualitative-—that can help decision-making.
  • The importance of being oriented toward customer satisfaction and loyalty.
  • How to apply market research tools as a decision element to define the 4Ps.
  • The importance of transmitting confidence through commercial action and sport marketing.
  • Personalization of the service as a differential factor.



The main objective of this module is that students start learning about a wide range of sponsorship types in the world of sport. For this, students will be provided with the basic activation tools for decision-making in the field of sport management. Specifically, the module will cover the following:

  • The necessary components to develop a sport sponsorship project.
  • The basic principles of sponsorship and the main actors involved.
  • The different types of sponsorship.
  • The main characteristics of each type of sponsorship.
  • The management of sponsorships linked to the third sector within the CSR strategy.
  • The world of sponsorship from the point of view of the property and the sponsor.



The main objective of this module is that students acquire the knowledge and tools necessary for the management of a sports facility. Students will learn how to identify the key factors in the management of a sports facility based on its environment and the needs of its users. Through reading specific sports industry articles and other teaching activities, as well as studying conceptual content and its application through practical case studies, students will simulate the experience of managing a sports facility. Specifically, the module will cover the following:

  • The main characteristics of a sports facility and the regulatory framework applicable to sport in a territorial community.
  • The main concepts of strategic planning for the effective, efficient and financial management of a sports facility.
  • The development of ideas for the creation of a sports facility, instruments for the design of a sports facility, the different agents involved in the process, feasibility studies and the main characteristics of an architectural project.
  • The main user-orientation strategies for a sports facility, designing and promoting different types of services and activities that can be offered in a sports facility, and establishing marketing policies—the right mix (especially pricing strategies), and launch and positioning strategies.
  • Different merchandising elements as promotional and communication elements of a sports organization.
  • The most relevant basic aspects and concepts in relation to people management, the different aspects of the legal, organizational, maintenance and basic financial management of a sports entity, as well as how to redevelop an obsolete sports facility.
  • How to prepare the maintenance plan of a sports facility, including a basic knowledge of the elements that make up the plan.
  • How to evaluate an investment and its sources of financing within the framework of a sports facility.
  • How to properly manage the operating account of a sports facility and the treasury budget.



The main objective of this module is that students start learning about the organization of events in general, and particularly in the sports field. For this, students will be provided with the basic activation tools for decision-making in the field of sport management. Specifically, the module will cover the following:

  • The different types of events according to their size, impact and duration.
  • The appropriate models for each type of event.
  • The application process, planning the event timeline with milestones.
  • How to develop a minimum organizational structure for an event.
  • How to estimate a budget and analyze its impact.
  • The communication and promotion strategy for a sports event.
  • The operations plan of an event, as well as the legacy it leaves behind and its economic impact.



The internships undertaken by our students aim to give them the opportunity to apply both the theoretical knowledge and practical content they have studied and to enter the professional world at the end of the program with a minimum of experience. Likewise, the internship program allows the entity to collaborate in the training of future professionals, by contributing to students’ practical knowledge and the completion of their training as they carry out the real-life tasks required of them. Specifically, the internships will enable students to:

  • Carry out training actions at a public or private, national or international entity related to the sports world.
  • Apply and complement the training acquired.
  • Get closer to the business reality in which they will work as a professional.
  • Develop skills that favor their incorporation into the labor market.



The final project module involves the realization of a project, a study, a report or a business plan in which the knowledge, competencies and skills acquired during the official master’s degree studies are applied and developed.

The completion of the final project seeks to deepen the knowledge of all the content developed in the master’s program through its practical application, while motivating students to contribute to the productive fabric of society, either through the feasibility study of an economic activity in the sports sector, or through a research project.

  • Test the knowledge (resources) acquired by students throughout the master’s program, promoting their ability to solve problems.
  • Integrate all the students’ vital learning training to help them direct their personal and professional life project.
  • Develop students’ general and specific competencies, emphasizing global training.
  • Enable the module to be a space connecting the academic world and the world of work, where students can network in real situations.
  • Encourage students to reflect on the impact of their professional profile.
  • Show students how to plan and self-manage the design and execution of a project, with appropriately sized objectives based on available resources (personal, time, market, etc.).
  • Ensure that the module is a space for personal and collective reflection.



  • Official Master’s Degree in Sport Management from the Universitat Autònoma de Barcelona.

The price of the program does not include the administrative fee for the issuance of the Official Master’s diploma (€218.15 in 2021). As it is an official degree, this can take between 12 and 24 months. Once you have requested it, the UAB Academic Management Service will you a provisional diploma certificate valid for all puroposes until you receive the official diploma.

Learning model

The Official Master’s Degree in Sport Management 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 expert faculty staff will guide you in the learning process, providing high quality training with the flexibility of online study.

The Johan Cruyff Institute uses a learning environment rich in educational tools to foster a model based on the interaction between the student, the group and the teacher.


  • 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 brings you closer to the business side of the sports industry.
  • Learning from experience: designed for professional improvement.


The Official Master’s Degree in Sport Management combines a core of university professors with teaching and research experience, and a set of experts professionally active in their areas and connected to companies and institutions in the sector.

Guest lecturers by recognized professionals in their field are also included, with the aim of bringing an added value to the Master and enriching the program.

Dr. Carles Cendrós Cámara PhD in Psychology, Ramon Llull University . Human Resources Director at FC Barcelona.
Dr. Nuria Masferrer Llabinés PhD in Economics and Business. Universitat de Barcelona.
Dr. Judith Panadés Martí PhD in Economics. Universitat Autònoma de Barcelona.
Dr. Manel Álvarez PhD in Economics and Business Universitat Autònoma de Barcelona.
Dr. Josep Torres Pruñonosa PhD in Financial Economics. Universidad de Extremadura.
Dr. Francesc Trillas Jané PhD in Economics, European University Institute.
Dr. Josep Rialp Criado PhD in Marketing and Market Research. Universitat Autònoma de Barcelona.
Dr. Marc Bernadich PhD in Business Entrepreneurship and Management. Universitat Autònoma de Barcelona.
Dr. Lorenzo Muriel PhD in Business Administration and Management. Universitat Politècnica de Catalunya.
Dr. Marta Pérez PhD in Physical Activity, Physical Education and Sport. Universitat de Barcelona.
Marc Perelló Sobrepere PhD in Communication. Universitat Ramon Llull.
Cinto Ajram Tarés CEO at CA Sports Marketing. BA Economics, Universitat de Barcelona.
David Hidalgo Vila CEO at Grandvalira-Soldeu Sky Resort. BA Economics and Business, Universitat Pompeu Fabra.
Yolanda Tarango Consultant in strategy, operations and trade marketing. BA Industrial Engineering, The School of Industrial, Aerospace and Audiovisual Engineering of Terrassa. Master in Professional Mediation, Universitat Pompeu Fabra.. Management Program at IESE. Studying a Degree in Anthropology and Culture at the UOC.
Jordi Viñas Fort CEO at ITIK Consultoría. PhD student, Physical Activity and Sports, Universitat de Lleida.
Lukas Dorda Sports Marketing and Sponsorship Consultant. BA Cultural and Event Management, University of Bratislava. Master in Sport Marketing and Sponsorship and Master in Football Business in partnership with FC Barcelona, Johan Cruyff Institute. PhD student in Sport Studies, UCAM.
Katia Colomer Sponsorship and Sales Director, Retail & Brand Experience World Congress. BA Advertising and PR, Universitat de Barcelona.
César Saura CFO & Corporate Services Director, Hospital of Santa Creu de Jesús, Tortosa, Terragona. Co-founder and CFO of SDAV Systems. BA Economics and Business, Universitat Pompeu Fabra. MBA, Esade and MSc Business, University of Florida.
Jesús Oliver Partner/Director at WeAreCentric. Co-founder en Egoismo Positivo. Partner and Mentor at Sitka Capital. Digital and Strategic Marketing Consultant. MSc Marketing and Sales Management , ESIC Business School.
Ignacio Mas-Bagà Executive Director at Girona Football Club. Event Manager at LFP World Challenge from La Liga.
Germán Robles General Director at the Football School Mareo Foundation, Real Sporting of Gijon.
Rubén Sánchez Financial Director at Sporting of Gijón and Football School Mareo Foundation.
Jaume García Villar Professor, Economics department from the Business and Economics School, Universitat Pompeu Fabra and Lead Investigator from the Research Center in Economics and Health (CRES).
Marcos Picalló Aguilar Manager at Barça Innovation Hub – Barça Universitas.
José Luís Beltrán Digital Project Manager at FC Barcelona.
Gerardo Rega Sarasola Responsable of Ticket Sales at Club Joventut Badalona.
Víctor Jordán Academic director at Johan Cruyff Institute.
Juanjo Rovira CEO at Laporta & Arbós Advocats Associats. Fromer president at FC Barcelona.
Joan Laporta Estruch Former president, FC Barcelona
Rosaura Alastruey Expert lecturer in professional networking and 2.0 tools.
Joan Fontserè Pujol Director at Circuit of Barcelona-Catalonia.
Àlex Rivera Cluster Manager at INDESCAT, catalan sports cluster.
Marta Utor Lawyer with a specialization in Sports Law, Euroleague Basketball.
Esther Eroles Project Manager at Johan Cruyff Foundation, fomer swimmer, medalist at Paralympic Olympic Games, Seul 1988.
Raúl Ciprés Founder & CEO at CreativiaLab. Partner CMO at Iwop. Former Marketing Director at Real Club Polo of Barcelona, at Club Joventut Badalona and at Real Club Deportivo Espanyol.
Step Day Networking event between students and companies in the sports industry. Some of participants included: CAR Sant Cugat, Catalan Tennis Federation Catalan Basketball Federation, RPM, DIR, Sant Feliu Swimming Club, Egoísmo Positivo, Iberia Sports, Johan Cruyff Foundation, Palco 23, TagPay, Under Armour or MIC Football.
Field Hockey Debate session on the Field Hockey Club Management Models. Participatings clubs 2018-2019: Club Egara (Terrasa), Iluro Hockey Club,  Real Club de Polo of Barcelona.
ACB League Debate session on the Management Model of ACB  League. Participating clubs 2018-2019: Divina Seguros Joventut, MoraBanc Andorra y Baxi Manresa.
Facilities Debate session on the Management of Fitness gyms. Participating clubs 2018-2019: Anytime Fitness, GEiEG and Sintagmia.
Start Ups Session on the key elements for successful entrepreneurship in the sports sector.

*Speakers and conferences may vary in each edition. The published ones correspond to previous editions.

Student services

GRANTSOn the grants page of UAB’ website you will find information on financial support, grants, competitions, prizes and subsidies for the university community. The site includes details of financial support offered by UAB and by other institutions that may be of interest for students.

VIRTUAL CAMPUS/WEB FACILITATED PROGRAMMEAs a student of the Official Master’s Degree in Sport Management, you will have exclusive access to the learning platform which allows you to monitor your academic progress 24 hours a day, from anywhere in the world. The virtual campus offers a collaborative environment between teachers and students for sharing e-mails, chats, books, articles, case studies, simulations, experiences, websites, blogs and a video library. You will have a wide range of tools at your disposal to make your learning experience interactive, rewarding and complete.

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.

INTERNSHIPSThe Official Master’s Degree in Sport Management Online includes a compulsory external internship (9 ECTS credits). The External Placement Program (PPE, for its initials in Spanish) matches supply and demand for places in order to enable students of the Johan Cruyff Institute to gain professional experience in the sector and put their knowledge of sport management into practice. The Johan Cruyff Institute has collaboration agreements in place with different organizations, in order to foster the education of sports professionals.

In the event of living in areas where the Johan Cruyff Institute does not have collaborating institutions, students of the Online Official Master’s Degree have the option to find the sports organization where they would like to do the internship for themselves, and the Johan Cruyff Institute will support them throughout the process.

UAB STUDENTAll students of the Official Master’s Degree in Sport Management can benefit from the services offered by the Universitat Autònoma de Barcelona at the Bellaterra Campus, including among many others:

  • Employment opportunities and advisory service: Treball Campus
  • Impulse program for entrepreneurs: UAB Emprèn
  • Language services and teaching: Servei de Llengües, UAB Idiomes
  • High-level sports facilities
  • Library network
  • Service to the disability program
  • Publishing services
  • On campus accommodation

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