Educating the next generation of Leaders in Sport Management

AMSTERDAM LONDON

SPONSORSHIP 360: INTERNATIONAL SPORT MARKETING AND SPONSORSHIP

excluding preparation for lessons and one written assignment

30 hours

2 weekends

WEEKEND 1

Saturday and Sunday

AMSTERDAMWEEKEND 2

Friday, Saturday and Sunday

LONDON

SCHEDULE

4th and 5th April 17th, 18th and 19th April

iDIPLOMA

Diploma awarded by Johan Cruyff Institute.

DURATION Two weekends in April 2020

PRICE € 2,450. -

(excl. travel expenses)

SPECIAL CONDITIONS Discount for alumni, members

of related entities and sport organizations.

LOCATION Sessions will take place at Johan Cruyff Institute in

Amsterdam and on-site various locations in London.

LANGUAGE English

PAYMENT Payment in instalments available.

ENROLLMENT Registration open until the start of the program. Limited number

of places available.

Aspiring leaders with three to five years’ business

experience

Industry Professionals with sport management

and/or marketing qualifications

ADMISSION REQUIREMENTS

We are looking for participants with these profiles:

The Sponsorship 360: International Sport Marketing and Sponsorship program aims to provide participants with the knowledge to apply sponsorship as a powerful tool in the marketing mix to deliver brand, business and social goals. Define and develop sponsorship activation concepts and strategic plans for sponsors (brands), rights owners, agencies and sporting organisations to increase revenue, satisfaction and loyalty from partners, suppliers, fans and participants.

NO ATTENDEES. ONLY PARTICIPANTS The Sponsorship 360: International Sport Marketing and Sponsorship program will challenge your thinking about sponsorship as a marketing tool. Instead of inviting 50 or 60 people to a conference, we keep the numbers limited to 15, which creates a more productive learning environment. Participants will join their team mates, work together, get to know them and learn from them as well. Through a combination of individual tasks, simulations and team exercises you will learn how to make critical decisions that improve the way you work as a sponsorship professional.

OUR INPUT. YOUR OUTPUTJohan Cruyff Institute strongly believes the student is central to everything we teach, learn and share. Here are some of the principles we apply:

EVERYONE CONTRIBUTES All participants engage and contribute to the learning process. There is no hierarchy, no walls or restrictions

DIVERSITY IN CLASS We bring together participants from sport, business and diverse cultures to enrich the learning process

PROFESSIONAL EXPERIENCE Coaches and guest speakers bring years of experience working in sport, business and the sponsorship industry

COMPETITIVE LEARNING Just like in sport, there is healthy competition amongst participants to maximize the output for everyone

EXPECT THE UNEXPECTED If you are not prepared for the unexpected then you are not prepared to advance in the sponsorship business

PERSONAL AND FUN Learning should be fun and not just hard work so we make a special effort to ensure our students enjoy what they do.

Richard is the academic director of the Master in Sport Management at Johan Cruyff Institute Amsterdam. He has been working in the sport marketing and entertainment business since 1989. He has worked for global brands such as Canon, Philips, Omega, ABN Amro, Heineken and Unilever, across a variety of sport and events including the FIFA World Cup, UEFA Champions League, Formula 1, Volvo Ocean Race, PGA European Golf Tour, The Ryder Cup, Wimbledon, Roland Garros and the Olympic Games. Denton was managing director of one of holland’s leading sport marketing agencies, TREFPUNT-PRISM, from november 2009 until september 2015, and has been the sponsorships and partnerships manager of Vitesse Arnhem Football Club.

RICHARD DENTON is responsible for the delivery of this program. He has been teaching at Johan Cruyff Institute since 2012 in different academic programs in Amsterdam, Barcelona and Online.

FACULTY

THE PROGRAM The Sponsorship 360: International Sport Marketing and Sponsorship program is a combination of campus lectures and tasks with guest speakers and one-off site programs with visits to organisations active in sports marketing and sponsorship sharing their expertise and knowledge.

It consists of six modules which will be blended into the program across the two weekends. In Amsterdam there will be a greater focus on more theoretical topics, cases and in class assignments. In London the focus will shift to more practical examples brought to life through on-site visits to actual sport organisations, venues and events.

1 3

4

5

2

6

MARKET ORIENTATION

Sponsorship and Sports Marketing

PEOPLE Key Stakeholders in the

Sponsorship Business

SEGMENTATION AND TARGETING

Identifying the customer

PRODUCT DEVELOPMENT

Defining and developing sponsorship assets

PACKAGING AND PRICING

Preparing Sponsorship Programs for Partners

EXECUTIONActivating and Delivering

Sponsorship programs

STORYTELLINGBuilding a strong brand with

content and data

MEASUREMENTMedia and Market Research

REGISTRATION

Participants for Sponsorship 360:

International Sport Marketing and

Sponsorship can register as follows:

Please complete the pre-enrollment procedure

via the website. We will assess your candidacy,

and if positive, you will be notified by e-mail, along with further information about the next steps of

the registration process.

PRE- ENROLLMENT

WEBSITE

ADMISSIONS COMMITTEE

ADMITTED

REGISTRATION PROCESS

My vision on sport management is quite simple. I think people with a passion for sport are the best to lead sport organizations.

“Johan CruyffFounder

Educating the next generation of Leaders in Sport Management

Johan Cruyff InstitutePomaret, 8 08017 Barcelona SpainTel: + 34 93 418 78 68campus@cruyffinstitute.org

@cruyffinstitute.international

@cruyffinstitute

Johan Cruyff Institute

Johan Cruyff Institute

Johan Cruyff Institute is a member of the North American Society for Sport Management (NASSM), the European Association for Sport Management (EASM), the Catalan Sports Cluster (INDESCAT) and the initiative for higher education institutions, supported by the United Nations (PRME).

www.johancruyffinstitute.com