For the first time in Johan Cruyff Institute’s history, an on-campus program has a majority of female students—an achievement that highlights the institution’s ongoing efforts and commitment to closing the gender gap in the sports industry
In 2025, for the first time in Johan Cruyff Institute’s 26 years, an on-campus program has a majority of female students. This is the case for the Master in Sport Marketing and Management Blended Barcelona. In the academic cycle that began in September 2025, the program enrolled a total of 23 students: 13 women and 10 men.
To reach this milestone and foster inclusion, Johan Cruyff Institute has implemented various initiatives, including the creation of specific scholarship funds for women aimed at reducing financial barriers to education. The institution also maintains strategic partnerships with organizations such as the Spanish Association of Women, Executives and Sport (AEMED), World Football Summit, and Women in Football, broadening the reach of its programs. Additionally, it works to highlight the achievements of alumnae and female role models to inspire future generations.
This development reflects years of effort and dedication to promoting gender equality in the sports industry. “It’s a historic milestone for us and an encouraging sign for the sector. In a context where only 23% of sports CEOs are women, having a female majority in an on-campus group shows that transformation is possible,” says Cristina Pales, Marketing and Communications Director at Johan Cruyff Institute.
Johan Cruyff Institute graduates driving female representation in the sports industry
Laia Talarn, a Johan Cruyff Institute graduate and current Marketing and Communications Director at the Royal Spanish Hockey Federation, highlights the growing presence of women in the sports industry: “There are more and more female leaders in positions of responsibility who inspire others to follow the same path. I also notice greater efforts from institutions, clubs, and brands to give visibility and value to women’s sports—something that used to be much more limited.”
After a successful career as a professional table tennis player, Galia Dvorak now works as Deputy Secretary General of the European Table Tennis Union. A graduate of the Master in Sport Marketing and Management Blended Barcelona, Galia explains how the rise in female professionals enriches the sports industry: “The more diverse an organization is, the better and more comprehensive the decisions become, influencing how the institution and the sport itself evolve.”
“Having more women brings diversity of perspectives and leadership styles.”
Marian Otamendi, CEO of World Football Summit, offers advice to women seeking a place in the sports industry: “Don’t limit yourselves. Don’t think there’s a ceiling you can’t break. Sport needs your talent, your vision, and your energy to transform. There will be barriers, but also allies and increasingly open spaces for diversity.
“Go for it—the sports world needs you!”
Keys to boosting female participation in the sports industry
According to the study Tackling inequality: The voice of women working in sport, 82% of women surveyed agreed that being part of a network of women working in sport would help their professional development. “We work to create spaces for connection and leadership that foster the professional growth of women in sport. Through our programs and communities, we promote the exchange of experiences and the creation of opportunities that strengthen their presence and impact in the sector,” says Víctor Jordán, Academic Director of Johan Cruyff Institute.
According to Cristina Pales, the key lies in normalizing women’s presence in sport: “We’ll continue expanding scholarship funds, strengthening strategic partnerships, and offering flexible programs that allow women to balance education and professional life. Our goal is for equality to stop being news and become the norm,” she says.
One of the main conclusions of the Tackling inequality study is the importance of visibility for female role models—a goal shared by Johan Cruyff Institute.
“We want our graduates to be visible references, because seeing diverse female role models is essential for progress. If each of them becomes an example, we’ll help break the glass ceilings of the industry.”
This milestone reinforces Johan Cruyff Institute’s commitment to equal opportunities and female leadership in sport. Cultural change continues to take root with each new generation of professionals striving to transform the industry through diversity, talent, and an inclusive vision.
