Johan Cruyff Institute will offer two scholarships for the Master in Sport Management or the Master in Sport Marketing and Sponsorship, one to AFC Ajax and one to PSV Eindhoven, at the celebration of the Johan Cruyff Shield 2021
Johan Cruyff Institute maintains its commitment to further professionalize the sport industry, and will offer two scholarships to study the Master in Sport Management or the Master in Sport Marketing and Sponsorship to AFC Ajax and PSV Eindhoven, the football clubs that will play the Dutch Super Cup 2021, officially known as the Johan Cruyff Shield, ‘Johan Cruijff Schaal’ in Dutch, in honor of our founder.
The 2021 match for the Johan Cruyff Shield will be the 25th edition of the event, and will be contested by the 2020–21 winner of the Dutch football league, called the Eredivisie, which was AFC Ajax, and Eredivisie runner-up PSV Eindhoven, since Ajax won the KNVB Cup as well. The match will be held at the Johan Cruyff ArenA on the second weekend of August. It will be the first official title of the 2021-22 Dutch football season.
A remarkable fact is that it will be a repetition of the last match—two years ago on July 27, 2019—when the same clubs competed for the title. That match was won by Ajax 2-0, the ninth time in the club’s history, although the ranking is led by PSV, who have won the Johan Cruyff Schaal 11 times.
Video: Highlights Ajax – PSV | 24th Johan Cruyff Shield, July 27, 2019:
Since the 2017 edition of the Dutch Super Cup between Vitesse and Feyenoord, Johan Cruyff Institute has wanted to be present at this event and give visibility to the legacy of Johan Cruyff’s educational initiative. On this occasion, two scholarships will be awarded, one per team, to study a master’s program. The student from each club can choose between the Master in Sport Management (in Amsterdam or online) or the Master in Sport Marketing and Sponsorship (online).
Mariska Elfrink is new business manager at PSV. She took on this opportunity in 2019, and studied the online Master in Sport Marketing and Sponsorship at Johan Cruyff Institute, which she successfully completed in June 2020:“If you work in football, it’s important to have knowledge of all different aspects. Through the master’s, I got many new insights and learned from practical cases, which helped me a lot in my job. Furthermore, you get to know fellow students from all over the world, valuable contacts that can help you as well.”
A trophy with a social character
As with the previous editions, the Johan Cruyff Foundation will be associated with the match as a charity. With the theme ‘Creating Space‘, the Cruyff Foundation ensures that children have a space to play sport and exercise. And to play football. Because if there is one thing that connects and is fun, it is this sport! It is unfortunately not always possible for children with a physical and/or mental disability to kick a ball. That is why, this year, €1 of every ticket sold will go to the Cruyff Foundation, to support G football (disabled football in the Netherlands) projects. In this way, together we can help young G football players to practice their favorite sport.
Scene from the Johan Cruyff Shield in 2019
