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

“In my opinion, athletes possess remarkable qualities. They are committed, eager to improve and goal-oriented. With these traits and the right academic training, our athletes become successful leaders in the world of Sports Management. Who better to serve the best interests of sport than someone who has the heart of an athlete?”

Johan Cruyff, founder

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 we know that a passion for sport also drives education and development. Our students, from elite athletes to sport and business professionals, have one common goal: to become the next generation of leaders in sport management.

More than 9.000 students all over the world have experienced our online, onsite and on campus learning programs in Sport Management, Sport Marketing, Sponsorship, Coaching and Football Business. They are the next generation of leaders ready to manage sport organizations all over the globe.
Our international presence now represents 5 Johan Cruyff Institute (postgraduate and executive education), 3 Johan Cruyff Academy (graduate education) and 5 Johan Cruyff College (vocational training).

• Sports Competition (professional sports teams and event organizers);
• Sports federations and associations;
• Facilities and Sport Events (championship organizers, sports clubs);
• Community Sports (foundations, municipalities);
• Sports Consulting (own business initiatives);
• Intermediation services (agencies, player representation);
• Sports Journalism (media);
• Marketing and Sponsorship (private and public companies).

Our study programs have been designed by sport industry professionals enriched by personal experiences from faculty and students. Our programs are distinctive and tailor made for the specific needs of athletes and sports professionals. The powerful learning experience, our students go through, is boosted by our learning model which is:

• 100% Sports-oriented;
• Student-centered;
• Based on the principle of 'Learning by doing';
• Flexible, diverse and using the latest technologies;
• Motivational, communicative and participative;
• Adapted to each individual’s workload and availability.

Our faculty is comprised of sports industry professionals combining teaching, research and professional practice. Through their experience and knowledge, the Johan Cruyff Institute has developed a broad variety of real-life cases, concepts, exercises and study materials for real career development.

Johan 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. We promote and facilitate continuous academic training. Students can develop new skills and reach their full potential. Our growing globalized community of alumni is, in this sense, a network of personal, social and professional relationships.

Sport Management

The sport industry has had a growing impact on the global economy over the last 20 years with investment in public infrastructure, mobilizing resources and creating new professions and jobs. Today it is one of the professional sectors with the most economic momentum, creating opportunities for many people who aspire to a future in the world of sports. Sports Management is a field of education concerning the business aspects of sports.

“A tournament is not just about playing tennis. Its organization, the financial and commercial part, and the way you communicate the event also play a big part. I realized this during the Master; this program gives you all the weapons you need as a manager”

Esther Vergeer
Alumnus of the Master in Sport Management
Director, tennis tournament ATP ABN AMRO

Sport Marketing and Sponsorship

In markets that are becoming increasingly more competitive, sport marketing and sponsorship have become high impact areas for business success. Consequently, there is a growing demand for trained specialists in the whole sports marketing cycle, both in sports companies as well as in sports foundations, associations, federations and organizations.

“Combining sports, marketing and sponsorship in one single master degree was just the ideal mix of all my interests and what I was looking for.”

Onno Schopenhouer
Allocator at Nike

Football Business

Football is undoubtedly the most powerful and most popular sport in the world, linking communities, stirring emotions and breaking down cultural barriers. Football has also become one of the most profitable industries, with a significant economic impact in infrastructure development, sponsorships, TV rights and transfers of players.

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

Coaching and Leadership

Coaching is more than the use of tactical and technical knowledge as per Johan Cruyff’s vision. Coaching is about managing oneself, the players and staff, the team and the environment. Each participant’s personal background is the base for their further development and better understanding of themselves as a coach and/or manager.

“The program challenges you to look at yourself, focusing on personal growth. It is also an opportunity to delve into the discipline of coaching instead of focusing on sport tactics, which is what you mainly do as a team athlete.”

Femke Dekker
Former Olympic rower
National Police Department in The Netherlands