Postgraduate Diploma in Sport Management — Online

The Postgraduate Diploma in Sport Management is a 7 month program that delves into the fundamental aspects of management applied to sport, offering knowledge and experiences that will help you in your development as a sports professional.

Alex García Reiss Funatik, Co-founder - Johan Cruyff Institute

“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

Basic information

Qualification

Certificate for the Postgraduate Diploma in Sport Management from Johan Cruyff Institute, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.

Modality
Online
Duration
7 months (weekly dedication of 10-12 hours)
Start date
September 22, 2026
Credits
30 ECTS
Program language
English
Schedule

Online

Price
€ 4,850.-
Payment methods

Payment by installments available

Special conditions

Discount for alumni and members of related entities

Enrollment

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.


5 keys to motivate you

Personal and professional growth

The investment you make for a few months will have a lasting impact on your career and is an experience for life.

Networking

A full program of online seminars with industry experts is an excellent opportunity to expand your professional network.

Job opportunities

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.

The nearest online program

You study from anywhere in the world, but you are always in contact with your teachers, professionals and classmates, so your learning experience is very engaging.

Study trip

If you want to go further, the program offers you the possibility of a trip where you will continue your studies while living an unforgettable experience. Not included in the price.

Objectives

6 goals to help you excel proffesionally

The main objective of the Postgraduate Diploma in Sport Management is to educate you to become a sport management professional and provide you with the appropriate tools to apply your knowledge in strategic, financial, sport facility and human resources management.

Learning outcomes

  1. To understand and apply strategic, global and objective vision to the sports industry from a business perspective.
  2. To create new market opportunities by applying an entrepreneurial spirit and a culture inclined towards innovation in sport organizations.
  3. To use the most innovative practices in sport marketing and be more effective in brand strategy and sponsorship execution.
  4. To detect the key factors to lead professional teams and obtain the best results.
  5. To interpret the financial statements of a sports organization and create financial strategies for new products and businesses.
  6. To optimize the management of a sport facility and sport event.

Study plan

9 Modules 30 ECTS

The Postgraduate Diploma in Sport Management Online consists of an introductory module, compulsory modules, and elective modules. The compulsory modules are divided into core modules (Core) and specialization modules (Advanced), tailored to this program. Within the electives, you choose one core module (Elective Core) and take the Elective Advanced module.

Mandatory modules

Mandatory Core

  1. Strategic Management in Sport Organizations

    6 ECTS

    Introduction to the strategic management
    Elements of the internal analysis
    Tools for work team management
    Elements of the external analysis
    Tools for the external analysis
    Diagnosis
    Strategy formulation
    Competitive strategies and their evolution
    The Balanced Scorecard
    Customer focused strategy
    From strategy to execution
    Innovation in strategy
  2. Financial Management in Sport Organizations

    6 ECTS

    Economic-financial management of sport organizations
    • Finance and sport management
    • Interpretation of financial reports
    • Analysis of financial statements
    Investment & Financing mechanisms
    • Financial planning
    • Project investment and assessment
    • Financing
  3. Sport Marketing

    6 ECTS

    Introduction to sport marketing
    Sport Markets
    Sport consumers & stakeholders
    Research in sport marketing
    Sport services
    Sport Marketing Opportunities
    Marketing strategy: Objectives & segmentation
    Marketing mix: Development & management of products/services/prices/distribution/communication in sport organizations
    Marketing strategy: Positioning & value proposition
    Communication plan
    Marketing plan

Mandatory Advanced

  1. Sport Facility Management

    6 ECTS

    Urban planning of sports facilities
    • Sports facilities plans
    • Strategic thought in relation to the role sports facilities play in a local sports system
    • Functional aspects in the design of a sports facility
    Management models
    • Types and management models for sports facilities
    • Factors that affect the sports facilities feasibility
    • Types and management models for sports facilities from professional sport
    • Large sports infrastructures and their legacy
    Management plan of a sports facility
    • Management Control in a sports facility
    • Potential demand and activities offer analysis
    • Organizational structure of a sports facility
    • Management of human resources
    • Maintenance management
    • Communication and commercialization plan
    • Economic and financial study

Elective modules

6 ECTS

Elective Core

3 ECTS

CHOOSE 1

  1. Leadership in Sport Organizations

    3 ECTS

    LEADERSHIP: A DEFINITION
    • A brief history of leadership
    • Leadership versus management
    • Leadership traits
    • Johan Cruyff and leadership
    • Communication and teamwork
    • Management styles and leadership
    LEADERSHIP STYLES
    • Introduction to leadership styles
    • Transactional versus transformational leadership
    • Situational leadership
    PERSONAL EFFECTIVENESS
    • Core values
    • Energy management
    • Time management
    THE PSYCHOLOGY OF LEADERSHIP: ‘GETTING THINGS DONE’
    • The concept of ‘followers’
    • How the brain works
    • Group versus individual
    LEADING A TEAM
    • Team stages
    • Team roles
    CONFLICT MANAGEMENT
    • Resistance
    • Conflict management strategies
  2. Sport Media

    3 ECTS

    Introduction
    Sport content in media
    Analysis of the different media companies
    Globalization of sport
    Sport consumer
    Audience research and advertising market
    Audiovisual consumption and digital migration
    Management of broadcast rights
  3. People Management in Sport

    3 ECTS

    THE ANNUAL HUMAN RESOURCES CYCLE
    • Global vision of human resources management
    • Key processes in people management
    • Key human resources indicators
    ORGANIZATION
    • Organisation of a sports entity
    • Organisational charts and types of reporting
    • Job description manual
    • Hiring sports and non-sports professionals
    • Sizing workforces
    DEVELOPMENT. PERFORMANCE EVALUATION
    • The performance evaluation process
    • How to give employees effective feedback
    • How to correctly analyse and use the information obtained
    PROJECT MANAGEMENT & TALENT IDENTIFICATION
    • What is project management and why is it important
    • Types of projects
    • Tools for managing and documenting a project
    • Identification of internal talent and critical positions
    • Training plans
    • Career plans
    COMPENSATION AND BENEFITS & INTERNAL COMMUNICATION
    • Fixed pay. What it is and how it is determined
    • Variable pay. Bonus models and their calculation
    • Emotional salary. What it is and how it impacts the company
    • Internal communication objectives
    • Elements involved in internal communication
    • Internal communication and the work environment
    HUMAN RESOURCES STRATEGIC PLAN
    • How to make a strategic human resources plan
    • Human resources policies
  4. Fan Engagement

    3 ECTS

    Introduction to Fan Engagement
    Key Concepts of Fan Engagement
    Understanding the Fan
    Fan Engagement Strategy
    Best practices of Fan Engagement
    Actual & Future Trends of Fan Engagement

Elective Advanced

3 ECTS

Choose #

  1. Corporate Social Responsibility in Sport

    3 ECTS

    ORIGIN AND CONCEPTUAL FRAMEWORK OF CSR
    • Origin
    • Concepts linked to CSR
    • Definitions of CSR
    • Documents linked to CSR
    CSR AND STAKEHOLDERS IN THE WORLD OF SPORT
    • Characteristics of CSR in the world of sport
    • Origin of CSR in sport
    • Dialogue with stakeholders
    ORGANIZATION AND IMPLEMENTATION OF CSR
    • CSR management systems
    • CSR standards
    • CSR initiatives
    • Development of a CSR strategy
    CREATION OF CSR REPORTS
    • Type of reports
    • Preparation of reports
    PATRONAGE
    • Difference between sponsorship and patronage
    • Patronage tools
    • Foundations
    COMMUNICATIONS AND CORPORATE REPUTATION
    • Communications and accountability
    • Managing corporate reputation
    • Measurement indices of corporate reputation

Pedagogical model

You are the protagonist

The Postgraduate Diploma 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.

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

Benefits

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 approaches the business sector of the sports industry.

Learning from experience

Designed for professional improvement.

Career opportunities

Choose from multiple career paths

Johan Cruyff Institute serves as a bridge between potential candidates and the corporate sector involved in sports. Organizations and companies in the sports sector with vacancies contact us when looking for sports-minded candidates.

Johan Cruyff Institute selects qualified candidates from our network. Employment opportunities and new projects in the sports sector are also announced through our various channels.

Graduates of the Postgraduate Diploma in Sport Management 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.

Marketing and Sponsorship

Private and public companies.

>75% Of students work in the sports industry after their program

The best network of collaborators
170 partnerships with companies
ALFA College
Fontys Economishe Hogeschool
FUAB
Girona FC
Hanzehogeschool Groningen

Participant profile

The Postgraduate Diploma in Sport Management is right for you if:

  • You’re an (ex) athlete looking for education and a degree in sport management to give your professional career a boost.
  • You’re working in a business environment and want to specialize in the sports industry.
  • You wish to complete your education with a Master specializing in the administration and management of sports.
  • You’re a working professional who wishes to focus on a career in the sports industry.
Elena Usova Mixed Ability Rugby World Cup, Assistant Tournament Director - Johan Cruyff Institute

“The application of the knowledge was a boost to the development of the sport at the time and to my professional development and is still very useful in my current work.”

Elena Usova Assistant Tournament Director Mixed Ability Rugby World Cup

Faculty

Learn from the best professionals

The Johan Cruyff Institute teachers are experts from the sports sector and combine research and consultancy with teaching. Through their experience and knowledge, they have developed a broad variety of cases and concepts to work with.

Admission

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.

Admission requirements

To be admitted, you must meet one of the following requirements:

  • Have a Bachelor’s degree, diploma or equivalent.
  • Have 3 years experience in the field of sport management.
  • Have developed a career as a professional athlete.

Qualification

Certificate for the Postgraduate Diploma in Sport Management from Johan Cruyff Institute, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.

How can I apply for the program?

Enrollment process

The final selection of candidates for the program is made through a three-stage admission process:

  1. Pre-registration form

    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.

  2. Admissions Committee

    The Admissions Committee of Johan Cruyff Institute studies your file and evaluates your application by examining your profile.

  3. Admission

    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 program.

Start date
September 22, 2026

What our students and alumni say

Belén Morán Romero CSD - High Performance Athlete Support Program, PROAD Consultant - Johan Cruyff Institute

Belén Morán Romero

“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.”

CSD - High Performance Athlete Support Program

PROAD Consultant

Alumnus of the Master in Sports Business and Marketing

Ntsako Baloyi NXT LVL Sports, Founder & CEO - Johan Cruyff Institute

Ntsako Baloyi

“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.”

Owen Delarue Benelux (Playtomic), Partner Success Specialist - Johan Cruyff Institute

Owen Delarue

“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.”

Benelux (Playtomic)

Partner Success Specialist

Alumnus of the Master in Sports Business and Marketing

FAQs

What is a postgraduate program at Johan Cruyff Institute?

A postgraduate program is a specialized academic program designed to provide in-depth knowledge in a specific area of the sports industry. It combines advanced learning, a practical methodology, and the expertise of industry professionals to develop skills that can be immediately applied in the workplace. It is an ideal option for professionals who want to specialize or advance their careers through a shorter commitment than a master's degree.

Why should I study a postgraduate program at Johan Cruyff Institute?

Johan Cruyff Institute's Postgraduate Diplomas combine academic excellence, practical learning, and an international perspective on the sports industry. You'll learn from experienced professionals and industry experts, develop specialized skills, and become part of a global community of students and alumni.

Who should choose a postgraduate program instead of a master’s degree?

A postgraduate program is the right choice for professionals who want to specialize in a specific area of the sports industry without committing to a longer master's degree. It is especially suited for those looking to update their knowledge, develop new skills, or prepare for new professional challenges.

What are the admission requirements for a postgraduate program?

Admission requirements vary by program. Each postgraduate program webpage provides detailed information about the ideal candidate profile, required academic background, professional experience (when applicable), and the documentation needed to apply.

Do I need previous experience in the sports industry?

Not always. Some Postgraduate Diplomas are designed for professionals with experience in the sports industry, while others are also open to candidates from different sectors who are looking to transition into sports. Please refer to the specific admission requirements for each program.

Have a question about this program?

If there is anything you could not find on this page, send us your question and our admissions team will get back to you.

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