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  • Football Industry Trends. LaLiga Case Study - Johan Cruyff Institute

    The Making of
    a Global Brand

Basic data

Football Industry Trends. LaLiga Case Study


24, 25, 26, June, 2021




On campus




€ 1.225,00


For alumni and members of related entities


Football Industry Trends. LaLiga Case Study

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.

This executive 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.

Football Industry Trends. LaLiga Case Study

Aimed at

Football Industry Trends. LaLiga Case Study

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 requirements

As 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 procedure

If 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.


Football Industry Trends. LaLiga Case Study

José Moya
LaLiga Business School

José Moya

José is managing director of LaLiga Business School. He was the managing director of Elche C.F and marketing and communication director at U.D. Salamanca.

Edouard Legendre
LaLiga Business School

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.

Andrea Oriol
LaLiga Business School

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.

Stephen Morrow
Johan Cruyff Institute

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 2011. Stephen is a Chartered Accountant (ICAS) and trained with the international firm of accountants, Ernst & Young. 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
Johan Cruyff Institute

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.


Football Industry Trends. LaLiga Case Study

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 contributes

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

Diversity in class

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

Professional experience

Our coaches and guest speakers bring years of experience working in sport, business and the sponsorship industry.

Competitive learning

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


Johan Cruyff Institute Amsterdam