The Master in Sports Business and Marketing is a flagship program of Johan Cruyff Institute, developed in strategic collaboration with the Universitat Autònoma de Barcelona (UAB).
This powerful alliance brings together the Johan Cruyff Institute’s internationally recognised expertise in sports management education with the academic prestige and quality standards of one of Europe’s leading public universities.
As a UAB private Master’s degree (private degree) within the university’s continuing education offering, the program combines specialised, industry-driven training with rigorous academic oversight, ensuring a learning experience that is both practical and academically robust. The result is a Master designed to meet the real needs of a fast-growing and highly competitive global sports industry.
Led by Johan Cruyff Institute, the program reflects its strong connection to the professional sports ecosystem and its commitment to innovation, applied learning and leadership development. Teaching is delivered by a carefully selected faculty of industry experts, senior professionals and academic specialists, offering students direct exposure to real-world challenges, best practices and decision-making in sports business and marketing.
Throughout the Master, students benefit from hands-on projects, master classes with high-profile guest speakers, field visits and exclusive networking opportunities, all designed to accelerate professional growth and open doors within sports organisations, clubs, brands and agencies.
Choosing this Master means becoming part of the Johan Cruyff Institute network and benefiting from a unique collaboration that combines vision, academic excellence and real-world impact, a powerful platform for building a successful career in sports business and marketing.
“I would describe my experience at Johan Cruyff Institute as a strategic support in decision-making, especially from a business perspective. I had several ideas, but this program helped me think more strategically about what is worthwhile from a business, product, and marketing standpoint.”
Alex García Reiss Co-founder Funatik
Certificate for the Master in Sports Business and Marketing from Johan Cruyff Institute, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.
Payment by installments available
Discount for alumni and members of partner entities
Registration open 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 investment you make for a few months ensures a lasting impact on your career and is an experience for life.
A full program of online seminars with industry experts is an excellent opportunity to expand your professional network.
We compile for you a list of job offers from around the world in the field of sports and send them to you on a weekly basis.
At Johan Cruyff Institute we sign agreements with different entities in the sports sector to provide you with professional opportunities with great future prospects.
The Study Trip is an immersive learning experience designed to connect academic knowledge with real-world practice. Through visits to leading sports organizations and sessions with industry professionals, students gain first-hand insights into how the sports industry operates at the highest level. The Study Trip fosters experiential learning, professional networking, and a global perspective, helping students better understand the challenges and opportunities of the sports business while bringing classroom concepts to life. Optional, with an additional charge.
6 objectives to achieve your career goals
We have designed a Master’s degree closely aligned with business reality, providing you with the vision to recognize market opportunities and anticipate changes. Get ready to make the most of the resources in any sports company or organization.
Key objectives include:
14 Modules 60 ECTS
The study plan for the Master in Sports Business and Marketing consists of 3 thematic blocks. The Master is completed with the presentation of the final project which is a business plan or research project.
60 ECTS
45 ECTS
6 ECTS
6 ECTS
3 ECTS
3 ECTS
3 ECTS
6 ECTS
3 ECTS
3 ECTS
6 ECTS
6 ECTS
15 ECTS
3 ECTS
5 ECTS
5 ECTS
2 ECTS
The program includes visits to sport facilities and entities that provide an on-the-ground and firsthand understanding of what management challenges are faced on a day-to-day basis, in the hands of active professionals.
You are the protagonist
Immerse yourself in an ecosystem designed to improve your performance: progress alongside professionals from the sports industry, with the constant assistance of program manager, teachers who accompany and guide you, and a teaching team that has taken care of every detail of the master’s program.
This is how you learn:
Learn theoretical concepts and quickly put them into practice while using the most innovative tools in sport management. By using Johan Cruyff Institute’s pedagogical model, you train “technique” and “tactics” through ‘learning by doing’, where the lived experience is the main source of knowledge.
Work on projects with people of different nationalities and professional backgrounds who share the same team spirit and passion for sport. Have fun, learn from your colleagues, share your points of view with them and participate together in debates that are as diverse as they are enriching.
Face real business challenges, tackling the challenges that companies in the sports sector face on a daily basis.
Personally present your solutions to Johan Cruyff Institute and its partner companies, who challenge you with specific strategic problems.
Imagine a master’s program that goes beyond the boundaries of the classroom. Thanks to technology, you will have access to the virtual campus, the e-learning platform that supports your academic progress and facilitates collaborative team work. Thanks to field trips and the international study trip, you will get to know different companies and sports organizations first-hand.
We accompany you, but we are demanding. We guide you, but you are responsible for your learning process. We prepare you, but in this race, you are the one who competes.
An all-around master
The Master in Sports Business and Marketing covers a wide field of knowledge: whatever your goals, you will have opportunities in different professional fields.
We are closely linked to the sports industry, and we constantly update our programs so that they respond to the needs of the sports entities. These are some of the job opportunities within your reach:
80% of students work in the sports industry after their Master’s Degree
Your travel companions
If you believe that the exchange of ideas multiplies talent and you want to educate yourself in a cosmopolitan environment, you’re in the right place.
At Johan Cruyff Institute, you will meet people with diverse cultures, from different countries and professional backgrounds, but who have in common their passion for sport.
“Johan Cruyff Institute’s Blended Master is very well organized to make everything compatible. It has allowed me not only to follow the classes while competing in another part of the world, but also to get good grades. Competition and travel are no excuse for not taking a master’s degree. It’s a perfect program.”
Belén Morán Romero PROAD Consultant CSD - High Performance Athlete Support Program
Alumni of the master
Learn from the best professionals
University professors and researchers, businessmen, managers, entrepreneurs. All of them are passionate about teaching, and in many cases they combine their educational function with their professional activity.
How can I apply for the program?
If you are interested in joining this program, please complete the pre-registration form. Your application will be reviewed by the Admissions Committee, which will assess your personal and professional achievements, as well as your aspirations and motivation, in relation to the objectives of the programme. Within a maximum of 72 hours, one of our advisors will contact you to provide further information and guide you through the next steps
To be eligible for admission, you must meet the following requirements:
Note: English language proficiency is mandatory for all candidates.
Open until the beginning of the master’s program or until all places are available or untill all places are filled. The program may be subject to change and may be cancelled if the minimum number of students is not reached.
Certificate for the Master in Sports Business and Marketing from Johan Cruyff Institute, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.
The final selection of candidates for the master’s degree is made through a four-stage admission process:
To apply for admission to the program you must fill out a pre-registration form in which you tell us about your personal and professional achievements, so that we can get to know you.
The Admissions Committee of Johan Cruyff Institute studies your file and evaluates your application by examining your profile.
You are unique, and that is how we treat you. If you meet the requirements, you will have a personal interview where we will assess whether your aspirations and motivations for pursuing this program are in line with the objectives of the program.
Within 72 hours, one of our advisors will contact you. If you have received a positive evaluation, he/she will provide you with all the information you need to enroll in the master’s program.
“Johan Cruyff Institute’s Blended Master is very well organized to make everything compatible. It has allowed me not only to follow the classes while competing in another part of the world, but also to get good grades. Competition and travel are no excuse for not taking a master’s degree. It’s a perfect program.”
“I would definitely recommend studying at Johan Cruyff Institute to anyone looking to start a career in the sports industry. Opportunities like this are rare, you gain exposure to all levels of the sector, from innovation and marketing to sponsorship and governance.”
“Completing this program helped me understand topics like fan engagement, digital marketing, and e-sports on a deeper level, which enhances what I can offer my students.”
“Tailored to the sector or interests of the students, the teachers present cases and examples related to the specific industry or sport that resonates with the majority of the students. Additionally, the program offers outstanding networking opportunities, fostering the development of lifelong friendships.”
Johan Cruyff Institute offers specialized master's degrees in Sport Management, Sport Marketing and Sponsorship, Football Business, and Coaching. Each program combines advanced knowledge, strategic insight, and practical application to prepare students for leadership roles in the sports industry. Depending on the program and market, master's degrees are available in online, on-campus, or blended formats.
Johan Cruyff Institute is an academic institution dedicated exclusively to the sports industry, created to educate the next generation of sports leaders. Our programs combine academic excellence with a hands-on methodology based on real-world challenges, faculty made up of leading industry professionals, and an international network of students, alumni, and sports organizations. Everything is inspired by Johan Cruyff's philosophy of learning by doing and leading with impact.
The best choice depends on your academic background, professional experience, career goals, and availability. Whether you're looking to accelerate your career, specialize in a particular field, or prepare for greater leadership responsibilities, our Admissions team can help you identify the master's degree that best matches your profile and aspirations.
If there is anything you could not find on this page, send us your question and our admissions team will get back to you.
How to find your first job in the sports industry?
