Taught course


Johan Cruyff Institute · Johan Cruyff Institute

Entry requirements

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

  1. Have a Bachelor’s degree, diploma or equivalent,
  2. Have at least 3 years of experience in the field of marketing and/or sponsorship, or
  3. Have developed a career as a professional athlete. In the admissions process, your personal and professional achievements will be assessed as well as your aspirations and motivations to do the Postgraduate program.

Months of entry

March, October

Course content

Duration: 6 months. 27 ECTS . Weekly dedication of 10-12 hours.

Modality: Online.

Language: English or Spanish.

Enrollment: Open registration until the start of the Postgraduate program.

Turn Your Passion for Sport into Your Profession

The sports industry is a global business that shares passions and moves significant financial resources. Two conditions that make it unique when deciding to invest in sports sponsorship are a guarantee in conveying communication objectives and brand awareness with clear positioning. With the education of their professionals being a key factor of success, the sports sponsorship and patronage sector tends to greater professionalism. This Postgraduate program offers the tools and knowledge necessary for your development as a sponsorship and patronage professional in the sports industry. The program consists of 5 modules that cover all areas of sponsorship and patronage. Each module has a number of teaching units (UD) and each unit contains a continuous assessment test (PAC) which works with an interactive theoretical part, complemented by solving exercises and case studies.


  1. Sponsorship Strategy
  2. Sponsorship from Entities, Brands, Agencies and Media
  3. Sponsorship Activation & Analysis
  4. Patronage
  5. Economic and Financial Management in Sports Organizations

Fees and funding

UK students
€ 3,875.- Euros
International students
€ 3,875.- Euro

Installments payment available

Qualification, course duration and attendance options

  • PGDip
    part time
    6 months
    • Distance learningis available for this qualification


AssessmentWhat kind of work will I be doing? (proportionally)
Written coursework / continuous assessment2
Creative work1
Professional practice1

Course contact details

Johan Cruyff Institute
0034 934187868