Johan Cruyff Institute and LaLiga have reached an agreement for the transfer of expert knowledge to benefit the world football industry with the aspiration to create new paradigms
Johan Cruyff Institute and LaLiga have reached an agreement to work together in the professionalization of the football industry, creating a new academic program aimed at developing executive talent and managerial profiles. Both institutions share common values: they are global brands, they have knowledge and recognition at an international level, and they share a vocation to offer the football industry practices that contribute to achieving excellence in the area of management.
Under this premise, the two institutions have jointly developed the executive program ‘Football Industry Trends. LaLiga Case Study: The Making of a Global Brand’. It’s a three-day course that will be taught in English at the Johan Cruyff Institute facilities in the Olympic heart of Amsterdam, from January 28 to 30, 2021. Upon completion of the program, participants will receive LaLiga Business School and Johan Cruyff Institute certification.
In the words of Mariël Koerhuis, general manager of Johan Cruyff Institute, “this alliance represents the creation of synergies with one of the most competitive leagues globally, from both a sporting and business model point of view. LaLiga is transforming the football industry with its innovative vision of how to apply new technologies, new content and new lines of business, and it is doing so in an extremely enterprising and disruptive way. Bringing together our know-how with theirs to support the development of executive and managerial football talent is an important strategic commitment to the continued professionalization of the sector.”
“LaLiga is transforming the football industry with its innovative vision of how to apply new technologies, new content and new lines of business; it’s an important strategic commitment to the continued professionalization of the sector.” – Mariël Koerhuis, general manager of Johan Cruyff Institute.
Within the area of sport management, the football industry is, without a doubt, one of the most powerful in the world, not only for its impact at the sports level, but also for its projection in the economic and social sphere. It is a sector that is being challenged by sports properties, the digital era, the need to generate permanent engagement with fans, as well as constantly adapt to new market demands, which have become key factors in its evolution. All of these are topics that will be reflected in the different projects on which Johan Cruyff Institute and LaLiga Business School will work hand in hand as a result of this alliance.
According to José Moya, director of LaLiga Business School, “at LaLiga, we believe in education as the first step in the professionalization of the sports industry, and that is why we created our educational department ‘LaLiga Business School’, where we seek to educate the professionals of today and tomorrow. To achieve that, we want to be close to leading companies, and this strategic alliance with one of the most recognized sports education institutions worldwide, represents an important qualitative leap for us, which will help us to make the sports industry grow day by day thanks to better prepared professionals.”
“At LaLiga, we believe in education as the first step in the professionalization of the sports industry. This strategic alliance with one of the most recognized sports education institutions worldwide, represents an important qualitative leap for us.” – José Moya, director of LaLiga Business School.
This first executive program opens the opportunity for participants to establish an international network with other executives from the Dutch league during three intense days full of participatory sessions, knowledge exchange and study. Among others, topics such as the global panorama of the football industry, innovation, governance and the management model of LaLiga will be discussed. The aim is to have a limited group of high-level participants to enrich the dynamics and knowledge exchange during and after the Amsterdam experience.