Federico Escobar, Commercial Director for Central America at Fanatics, shares how Johan Cruyff Institute’s Master in Sport Business Online helped him advance his career in the sports sponsorship industry.
With a market value of $57 billion, sports sponsorship has become one of the key strategies for brands looking to connect with global audiences. However, this highly competitive sector requires professionals with in-depth knowledge of the latest trends and tools necessary to ensure successful partnerships.
Frederico Escobar.
Federico Escobar, a professional from El Salvador with a strong background in sports sponsorship and licensing, leads commercial strategies at Fanatics, a global digital sports platform encompassing the commercialization of licensed sports merchandise, collectibles, sports betting, and more. There, he collaborates with companies, football clubs, and national federations. Seeking to stay updated and enhance his skills in an ever-evolving environment, he decided to pursue the Master in Sport Business Online at Johan Cruyff Institute.
In this interview, he shares his experience in the program and how he has applied the knowledge gained to his daily work.
“I was looking for training that would complement my experience and help me continue to grow.”
How did you discover Johan Cruyff Institute, and what motivated you to choose this program?
I work in the sports sponsorship and licensing industry and was looking for a master’s degree that would complement my experience and allow me to continue growing professionally. However, there are not many online training options specializing in sports marketing, sponsorship, and sports management.
While researching online, I found Johan Cruyff Institute and its academic programs focused on the professional world. It seemed like the ideal option because it combined flexibility, a practical approach, and a curriculum aligned with the needs of the industry.
How did you apply the knowledge from the program to your work at Fanatics?
The modules I chose focused on sponsorship, allowing me to learn concepts that I could immediately apply in my day-to-day work. Additionally, I had the opportunity to discuss specific questions about my job with the professors, which enriched my learning experience.
For example, I gained new perspectives on sponsorship activation strategies, evaluation metrics, and campaign optimization, which have been key in making strategic decisions at Fanatics.
“The flexibility of the program was key to balancing my studies and career.”
How did you manage your time between work, studies, and personal life?
The online format of the Master in Sport Business allowed me to adapt my study pace according to my workload. When I had more work responsibilities, I reduced the number of modules; when I had more time, I took more classes simultaneously.
This flexibility was a decisive factor in choosing the program, as it allowed me to plan my academic year without neglecting my professional responsibilities.
A final project with real impact on the sports industry
What was your final project about, and how did you apply it to your work?
My final project involved designing a retail strategy for sports stores, integrating marketing, fan engagement, and sports management concepts.
This project allowed me to tackle real challenges in the industry, such as resource optimization, brand positioning, and combating piracy. I also explored strategies to enhance the fan experience and strengthen fan loyalty.
It was an opportunity to connect theory with practice and gain a broader understanding of the challenges in the sports industry.
“Investing in education is key to advancing in the sports sponsorship industry.”
What advice would you give to other professionals looking to specialize in sponsorship?
I would definitely recommend investing in education. The sponsorship and sports marketing industry is constantly evolving, and staying up to date is essential to standing out.
At Johan Cruyff Institute, I acquired practical tools that have allowed me to tackle industry challenges more effectively. The Master in Sport Business program also helped me develop skills in data analysis for decision-making and explore sponsorship from different perspectives: commercial, financial, fan engagement, and sports management.
Coming from a more corporate than sports background, this postgraduate program allowed me to connect more deeply with the sports industry and strengthen my professional profile.
