Basic data

Master in Football Business in partnership with FC Barcelona


8 weeks *


September 21st, 2020






Camp Nou and
Johan Cruyff Institute

* 1 week/month full intensive course (Mon-Fri). No classes in February and May.

The Master in Football Business in partnership with FC Barcelona is the only program in football business and administration based on the management model of FC Barcelona, recognized worldwide, as well as the on great experience of the Johan Cruyff Institute in sport management education.

Classes are delivered at Camp Nou and Johan Cruyff Institute, among other locations.

On-demand webinar - Master in Football Business in partnership with FC-Barcelona


Master in Football Business in partnership with FC Barcelona

The Master in Football Business in partnership with FC Barcelona delivers world-class teaching, learning and research in football business.

The program focuses on the unique aspects of the football industry, offering excellent and up to date knowledge from the Johan Cruyff Institute and providing students the opportunity to engage with FC Barcelona through lectures, visits, case studies, projects, management games and networking.

We aim to offer the best Master in Football Business program in the world by combining extensive knowledge on business with hands-on projects and a unique overview of the nature and specificities of the football industry.

The club's specific modules provides students with the opportunity to learn about its business strategy and why FC Barcelona is more than a club.

The study plan of the Master in Football Business in partnership with FC Barcelona consists of 8 modules structured as follows:



Introduction to the Master

World Football Summit Madrid

Introduction to the Football Business

The fundamentals of the football business
The business models of football organizations
Financial framework of football



History of Football and Politics

Football Society Politics - An introduction
Match-day in the Society of the Spectacle: What actually goes on at a football match?
Football, Ethnicity, Nation and Politics

Football and Media

The Media Business: History, Types (free-to-air, pay, telco, GAFA, etc.), Revenue Streams
Sports Media Rights
Case Studies



Football Finances

Financial reporting
Budgeting and forecasting
Commercial applications of football finance

Football Revenues

The multiple products of football clubs
Commercial and Player Transfers
Broadcasting and Stadia related products



Fan Engagement

Understanding fan engagement in the context of the sport marketing landscape
Defining segments and which assets can be used for the development of fan engagement programs
Creating the ultimate fan experience and setting strategies to increase engagement, loyalty and revenue generation

Football Case Studies



Football Governance

What is a contemporary football club for?
Models of football club ownership and governance
The role of a football club as both a business and a social institution
The role of leagues and clubs on football club (corporate) governance

Football Sociology and Corporate Social Responsibility

The sociology of football fans: core themes and issues
Football hooliganism and fan subcultures
Football fans and social identities: class, gender, sexuality, ethnicity, disability
Football fans activism and governance



MARCH 2021
FC Barcelona Business
FC Barcelona Operations



APRIL 2021
Management Games 1
Study Trip Glasgow + Amsterdam



JUNE 2021
Management games 2
The Management of a Football Club
Seminar Series - Football Industry Insights


Master in Football Business in partnership with FC Barcelona

We have recruited some of the most recognized football business academics around the globe in order to provide students with the most cutting-edge knowledge of the football business. During the program, students will also receive lectures from top level executives in the industry as well as courses with FC Barcelona staff.

Richard Denton - Professor at Johan Cruyff Institute
Richard is the academic director of the Master in Sport Management at Johan Cruyff Institute Amsterdam. He has been working in the sport marketing and entertainment business since 1989. He has worked for global brands such as Canon, Philips, Omega, ABN AMRO, Heineken and Unilever, across a variety of sport and events including the FIFA World Cup, UEFA Champions League, Formula 1, Volvo Ocean Race, PGA European golf tour, the Ryder Cup, Wimbledon, Roland Garros and the Olympic Games. Denton was managing director of one of Holland’s leading sport marketing agencies, Trefpunt-PRISM, from November 2009 until September 2015, and has been the sponsorships and partnerships manager of Vitesse Arhem football club.
Irsan Widarto - Professor at Johan Cruyff Institute
Entrepreneur at heart. Proven business acumen. Co-founder/CTO of X-Hive Corporation, in 2007 acquired by EMC Corporation. Currently Director of Engineering at EMC Corporation. Looking for start-up opportunities (investment, advice, board membership). Specialties: connecting people, team management & development, project management, innovation, software development.
Richard Giulianotti - Profesor en Johan Cruyff Institute
Professor of Sociology, Loughborough University and at Durham University ; Research Assistant, Senior Lecturer, Reader, Department of Sociology- University of Aberdeen (1990-2006). He completed his MA. MLitt and PhD in the Department of Sociology at the University of Aberdeen, and took up his first academic post there as a Research Assistant (1990), followed by a Lectureship (1995), Senior Lectureship (1999), and Readership (2005). Authored books: (& G. Armstrong, D. Hobbs) Policing the London 2012 Olympics, London, Routledge, in press (2016). Sport: A Critical Sociology, Cambridge, Polity, 2015 (Revised Edition). (& R. Robertson) Globalization and Football, London, TCS/Sage, 2009. (& A.J. Walsh) Ethics, Money and Sport, London, Routledge, 2006. Football: A Sociology of the Global Game, Cambridge, Polity, 1999.
David Goldblatt - Profesor en Johan Cruyff Institute
David Goldblatt is a sports writer, broadcaster, sociologist, journalist and author. He has been a medical student, taken a doctorate in social theory and environmental politics, lectured at the Faculty of Social Sciences, the Open University and wrote widely on globalization before, in 2002, publishing the World Football Yearbook - a 750-page graphic encyclopedia of the global game - in nine languages. In 2006 he published the path-breaking The Ball is Round: A Global History of Football, and in 2014 published Futebol Nation : A Footballing History of Brazil and The Game of Our Lives: The Making and Meaning of English Football, the latter winning the William Hill Sports Book of the Year award in 2015. His most recent book is The Games: A Global History of the Olympics.
Stephen Morrow - Professor at Johan Cruyff Institute
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.
Oliver Seitz - Professor at Johan Cruyff Institute
Dr Oliver Seitz is the Academic Director of the Master in Football Business of Johan Cruyff Institute in partnership with FC Barcelona and, since July 2019, also Head of Scouting & Analytics at Club Athletico Paranaense (Brasil). Dr. Seitz worked previously as a consultant and as a lecturer in Football Business at the UCFB in London in partnership with The FA. Prior to moving to London, he lived in Brazil, working as the Head of Marketing of Jacquet Brossard, a French multinational consumer goods company, and previously as Head of Marketing of Coritiba Football Club, where, in 2012, he was awarded the Best Overseas Marketing Campaign by the FC Business Awards in London. Dr Seitz holds a PhD in Football Business from the University of Liverpool.
Pierre Maes - Professor at Johan Cruyff Institute
Maes, 57, has more than 20 years’ experience in the sports media rights business, after starting his career as a lawyer in Brussels. From 1989 to 2002, he worked at Canal + in different roles: as Canal+ Belgique legal advisor and head of sport and programs, later becoming responsible for all sports acquisitions in the territories of Belgium, Netherlands, Scandinavia and Poland for the Canal+ Group. In 2002, he started his own consultancy company, created a worldwide network of sports rights consultants (The Vantage Network), and participated in an alliance with SportBusiness Intelligence, a branch of the SportBusiness Group. In 2014, he helped MP & Silva to sign a six-year deal with the Belgian football league, as exclusive media advisor. Recently, he advised Etisalat (UAE telco) on their sports strategy and the Belgian pro basketball league on the sale of their media rights. Currently, he is writing a book on the sports media business.
Daniel Martin - Professor at Johan Cruyff Institute
Daniel is Group Chief Financial and Operations Officer at Al Jazira Sports and Cultural Club of the UAE Pro-League. He is a Chartered Accountant (ICAS) with 15+ years’ experience who is ‘Big 4’ trained having previously worked with the international advisory firm Deloitte. His first role in Football was as Group Financial Controller at Celtic Football Club. Prior to recently returning to the Football Industry he held senior financial and general management roles in global brands such as Etihad Aviation Group, Armaguard and Jumeriah Group as well as being an alumnus of the Masters in Football Business of Johan Cruyff Institute in partnership with FC Barcelona (2018) and a guest lecturer (2019). Daniel is an industry leader in the specialised area of Football Finance.


Master in Football Business in partnership with FC Barcelona

Marcos Pelegrín

"My perception is that in football management there is a lot of passion and not so much professionalism. And although there have been efforts to improve this in recent years, there is still work to be done and these programs are key to the professionalization of the sector"

Marcos Pelegrín
Alumnus Master in Football Business in partnership with FC Barcelona
Country Managing Director South Africa, LaLiga

James Cavanagh

"The Masters is a fantastic program which unravels the cloth from the student’s eyes to reveal the football industry’s true nature. Most importantly, however, my time at the Johan Cruyff Institute has been marked by meeting truly fantastic and inspiring people. The most valuable aspect of this masters has definitely been its orientation around networking and the various opportunities it provides, establish a solid network within the football industry."

James Cavanagh
Alumnus Master in Football Business in partnership with FC Barcelona

Thiago Arantes

"The Master gives you access to very exclusive information, either through teachers who work on football theory and sociology, or through the presentations of the club's professionals in different areas. Having real cases, experiences and theory in an academic format is a step forward and a way to professionalize the sport industry and the football industry in particular"

Thiago Arantes
Alumnus Master in Football Business in partnership with FC Barcelona

Clive Thomas

“The program is important to give context and grounding in both the theoretical and practical sides of running a football club. Because of the size of FC Barcelona and its complexity, many of the elements of the club apply in different scales, competitions or levels of sport. It’s a great example of what a club would be”

Clive Thomas
Alumnus Master in Football Business in partnership with FC Barcelona

Juan Espana

“A program like that gives you the specifics about the football industry and also gets you into the network of the industry, which I believe is very difficult to get into. I would say it’s a good trampoline if you want to work in this business”

Juan Espana
Alumnus Master in Football Business in partnership with FC Barcelona

  ©Horacio Seguí

Johan Cruyff Institute

Educating the next generation of Leaders in Sport Management

Jordi Cruyff

"I believe honouring a legacy comes from celebrating the memories and improving the ideals of those who came before us. And the Master in Football Business in partnership with FC Barcelona is a tribute to my father's vision of football and of life. A tribute to the vision that we can always be better. That we can always do better."

Jordi Cruyff
Board member of Johan Cruyff Institute

The Johan Cruyff Institute educates athletes, sport and business professionals to become Leaders in Sport Management.

The Johan Cruyff Institute is a powerful blend of professors, staff and partners who share a passion for educating the next generation of leaders in the sport business for the benefit of all athletes, sport partners, organizations and the students themselves.

According to Johan Cruyff: “My vision on sport management is quite simple. I think people with a passion for sport are the best to lead sport organizations”. At the Johan Cruyff Institute they know that a passion for sport also drives education and development. Their students, from elite athletes to sport and business professionals, have one common goal: to become the next generation of leaders in sport management.

The way they bring this vision into action is based on common sense, pragmatism, intuition and optimism. They believe challenges are best faced together, in a team spirit, aiming to be knowledgeable and inspiring others for the benefit of all.

Johan Cruyff Institute

FC Barcelona

More than a club

Josep Maria Bartomeu

“We are blessed, because we are united with the great educational experience of the Johan Cruyff Institute and the club management model to promote joint projects in the field of promotion, generation and dissemination of knowledge in sports. Furthermore, this agreement holds added value as it is a tribute to Johan Cruyff and to his sporting and management vision.”

Josep Maria Bartomeu
President of FC Barcelona

FC Barcelona was founded 116 years ago in 1899, and is unique in many ways. The club is owned by its more than 143,000 members and can boast of being the most successful club in Europe over the last ten years. In that time they have won four of the Club’s five Champions League titles and seven of their 24 domestic league titles. Due to its very special personality, ‘Barça’ is recognized as being ‘more than a club’. The team’s distinctive style of play is projected around the world by the best players and coaches of their time in combination with club’s famous reliance on homegrown talent.

All of this goes hand in hand with its ongoing ambition to become the most admired, beloved and global sports institution on the planet. This mission is supported by such core principles as humility, effort, ambition, respect and team-work, while the club is also famed for its commitment to society, which is channeled through the FC Barcelona Foundation and its work to educate children through the positive values of sport. Such unstoppable growth in recent years has led to a global reach of more than 300 million fans and made FC Barcelona a world leader on social media.

FC Barcelona - Mes que un club