Course in Sport Sponsorship: Strategy — Online

Sponsorship is a critical resource in the sport business arsenal for governing bodies, rights holders, agencies, brands and fans. Without sponsorship many of the activities we enjoy on a daily basis would not be possible.

Research indicates $65 billion is invested globally in sponsorship on a yearly basis. With ticketing, merchandise and media, sponsorship is an integral part of the marketing mix. Understanding the dynamics of sponsorship and the ways it can help build a brand, drive business development or engage fans and communities is essential for all sport business executives.

This course peels back the layers of the sponsorship onion to explain, why, where and how sponsorship can be one of the most powerful tools you have in your marketing toolbox.

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 Sport Sponsorship: Strategy from Johan Cruyff Institute, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.
Modality
Online
Duration
10 weeks
Credits
6 ECTS
Program language
English
Start date
12/01/2027
Enrollment
Registration open until the start of the course
Price
€ 1,120.-
Payment methods
Payment by installments available
Special conditions
Discount for 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 objectives of the Course in Sport Sponsorship: Strategy is to help the student understand the sponsorship ecosystem and how it can be applied across the sport business, from global to local and from elite to amateur sports. Sponsorship is one of the most universal and flexible tools that is available to a sports organisation, club, team, event or individual to help achieve their goals.

COMPETENCIES
  • To understand the sponsorship marketplace and the key drivers.
  • The evolution of sponsorship, trends, developments and future direction.
  • The added value of sponsorship in the marketing mix.
  • Using assets in activation concepts for brands, rights holders and fans.
  • Develop proposals and presentations to sell sponsorship programs.
  • Measuring the impact of sponsorship through media and market research.
START DATE

12/01/2027

The program

3 topics 6 ECTS

The program has 6 credits (ECTS), distributed over 10 weeks. The course is composed of various teaching units (UD) and each one consists of a continuous assessment test, in which you interactively apply theory, complemented with solving exercises and practical cases.

  • Defining Sponsorship & Evolution of sponsorship
  • Sponsorship Business
  • Key stakeholders and their role in sponsorship
  • Types of sponsorship; traditional vs. tailormade
  • Segmentation and targeting the audience, consumers or fans
  • Analyzing the sponsorship assets; tangible vs. intangible
  • Creating sponsorship packages and programs
  • Maximizing sponsorship assets: price vs. value
  • Selling and negotiating sponsorship fees
  • Roles and responsibilities for activation
  • Concepts and themes for sponsors and rights holders
  • Activation strategies; from idea to execution
  • Feeding the fans; content, engagement and storytelling

Course in Sport Sponsorship: Strategy

Starts 12/01/2027

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.

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