Both institutions have signed a strategic collaboration agreement to launch three new academic programs designed to educate the next generation of leaders in the global sports industry
Building on Johan Cruyff’s philosophy of leadership, innovation and global vision, this collaboration enables Johan Cruyff Institute and UCFB to offer a wide range of educational programmes aimed at developing future leaders in the sports industry.
This partnership will result in a new academic offering spanning undergraduate, postgraduate and executive education, designed to equip professionals at different stages of their careers to navigate the increasingly complex global sports ecosystem. The three programmes included in the agreement are as follows:
BA (Hons) Sports Management (distance learning with attendance)
Blended online and on-campus programmes in London and Manchester, with an optional trip to Barcelona
Designed for former players and senior executives, focusing on leadership, strategy and governance
Executive Programme in Sports Leadership
Aimed at senior leaders and decision-makers in sport, addressing strategic challenges and the future of the industry
The Executive Programme in Sports Leadership, currently under development, will include:
- Manchester: financial strategy and sustainable sport business models
- London: commercial leadership and the global sport economy
- Barcelona: innovation, fan engagement and the future of sport
- Madrid: institutional power, governance and sport diplomacy
From undergraduate to postgraduate and executive education, this partnership enables professionals at any stage of their careers in the sports industry to begin their educational journey in one of the world’s most dynamic sectors.
UCFB and Johan Cruyff Institute: a shared vision for educating sports professionals
Jordi Cruyff with Brendan Flood, President and Founder of UCFB, at the signing of the collaboration agreement.
The agreement was formalised at the iconic Johan Cruyff Arena, home of Dutch giants AFC Ajax, and was signed by UCFB Chair and founder Brendan Flood, and Ajax technical director Jordi Cruyff.
“This partnership represents a significant milestone for UCFB and for the future of global sports education,” said Brendan Flood.
“By combining our academic innovation and industry networks with the global perspective and leadership legacy of Johan Cruyff Institute, we are creating a powerful platform to develop the next generation of sports leaders—professionals who will shape the industry strategically, sustainably, and with a true understanding of its global impact.”
Sharing his sentiments, son of Johan, Jordi Cruyff, said: “Developing leaders who understand both the game and the strategy behind it is essential for the future of sport”.
“This partnership with UCFB allows us to bring our vision and experience to the development of professionals prepared to make decisions with identity and a global perspective.”
Albert Romans, General Manager of Johan Cruyff Institute, added: “It is a privilege for Johan Cruyff Institute to establish this strategic alliance with UCFB, a leading institution in specialised higher education for the sports industry”
“The combination of its academic strength and close ties to the industry, together with our experience and international network, enables us to develop innovative programmes aligned with the real needs of professionals and sports organisations worldwide.”
Jordi Cruyff with Brendan Flood, President and Founder of UCFB, at the signing of the collaboration agreement.
Through this collaboration, UCFB and Johan Cruyff Institute reinforce their commitment to educating professionals capable of transforming the sports industry from a global, innovative and sustainable perspective.
