Course in Communication in Football — Online

Football communication operates across television, radio, journalism, social networks, club channels and new digital formats. Each platform changes the way stories are produced, distributed and experienced, while clubs and media organizations compete for attention and credibility.

This course examines communication in football from both editorial and strategic perspectives. You will explore the relationship between football and media, content formats, storytelling, production processes, audiences, digital channels and emerging platforms. The objective is to develop communication projects that respond to the language of each medium and to the needs of clubs, organizations and audiences.

Create football content that fits each platform while protecting relevance, credibility and strategic purpose.

Lukas Dorda Johan Cruyff Institute, Associate Academic Director - Johan Cruyff Institute

“The sports industry is constantly evolving, and professionals need to continue developing their knowledge to stay prepared for new challenges. Our online courses offer the opportunity to deepen your knowledge in different areas, update your skills, and gain a broader perspective on the trends and opportunities shaping the future of sports.”

Lukas Dorda Associate Academic Director Johan Cruyff Institute

Basic information

Qualification
Certificate for the Course in Communication in Football from Johan Cruyff Institute, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.
Modality
Online
Duration
5 weeks
Credits
3 ECTS
Program language
English
Start date
17/11/2026
Enrollment
Registration open until the start of the program
Price
€ 685.-
Payment methods
Payment by installments available
Special conditions
Discount for alumni and members of partner entities
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.

Objectives

The main objective in the Course of Communication and Football is to give you a general knowledge on how different media works and their connection with the Football Industry. The idea is to go beyond theory, providing case studies and product analysis of how media and football walk together.

COMPETENCIES
  • Be able to understand the importance and the power of media in a football environment.
  • Be able to develop and evaluate media projects related to football clubs and organizations.
  • Be able to identify the ongoing changes of media formats and how they will impact the industry in the future.
START DATE

17/11/2026

The program

6 topics 3 ECTS

  • First steps
  • The Radio Era
  • The TV Era and the first football popstars (Pelé, Di Stefano)
  • The first sponsors
  • Press, Magazines
  • Pay-per-view
  • The Internet Revolution
  • Different media and different roles
  • Journalism techniques
  • Storytelling in football
  • The stories beyond the game
  • Scoops, data and the ways to build a story
  • History of Media Rights
  • The importance of Media Rights in modern football
  • Media Rights models
  • The Premier League x The Spanish League division
  • Media rights as a source of income
  • The clubs as media players
  • The Social Media revolution
  • Players that became bigger than media (and countries)
  • New roles and ways to communicate
  • Content creation x journalism
  • OTT, streaming, Twitch, podcasts
  • Will the traditional TV survive?
  • Companies buying rights and entering the sports business (Amazon, Netflix, HBO)
  • DAZN (exclusive sports streaming)
  • Twitch (Kings League)
  • Media Coverage – Pelé (World)
  • The Athletic – International / content creation of 433 (memes, etc)
  • OTT – Goal Mundial (Spain)

Course in Communication in Football

Starts 17/11/2026

Enroll now

FAQs

What online courses does Johan Cruyff Institute offer?

Johan Cruyff Institute offers specialized online courses across a variety of areas within the sports industry. These flexible, practical, short-term programs are designed to help you develop or update specific knowledge and skills while allowing you to learn at your own pace from anywhere in the world.

Why should I study an online course at Johan Cruyff Institute?

Our online courses combine flexibility, practical learning, and up-to-date content to help you develop targeted skills with a study schedule that fits your availability. They are an excellent option for professionals, athletes, and anyone looking to continue their education without interrupting their work or personal commitments.

Who are the online courses designed for?

Our online courses are intended for sports industry professionals, athletes, students, and anyone interested in gaining or updating knowledge in specific areas of the sports industry. Depending on the course, they may be suitable for both experienced professionals and individuals looking to begin a career in sports.

How do I know which online course is right for me?

The best choice depends on your interests, experience, and career goals. If you're looking to develop a specific skill, update your knowledge, or explore a new area of the sports industry, an online course may be the ideal option. Our Admissions team can help you identify the program that best fits your profile.

Do I need previous experience in sports?

It depends on the course. Some programs are open to anyone interested in the sports industry, while others require previous knowledge or professional experience. Please refer to the course webpage for specific admission requirements.

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.

Contact us
All emails include an unsubscribe link. You may opt-out at any time. See our privacy policy.
I agree to the Privacy Policy.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

This site is registered on wpml.org as a development site. Switch to a production site key to remove this banner.