The PRME initiative is endorsed by the United Nations and brings together higher education institutions to promote the transformation of business training through socially responsible management education and Johan Cruyff Institute is now PRME Advanced signatory
Convinced that only through ethical business conduct can the interests of professional sport be safeguarded in the long term, Johan Cruyff Institute signed up in 2018 to the Principles for Responsible Education (PRME), an initiative backed by the United Nations that is committed to transforming business and management education through the training of responsible leaders.
As part of its strategic plan since then, Johan Cruyff Institute has implemented various actions that reinforce its commitment to the sports industry, not only creating future leaders in sport management, but also promoting internal growth as an institution through programs in talent development, resource optimization and financial sustainability, as well as adding value to our network of stakeholders (students, alumni and partner companies).
One of these initiatives is The Cruyff Athlete Fund, a scholarship fund created in 2018 to help athletes in the last stage of their professional career, or once retired, in their academic development and transition to the business world of sport management. In the two years it has been operating, a total of 14 students have benefited from this initiative that is part of the academic legacy of Johan Cruyff.
In line with the responsible education it promotes, Johan Cruyff Institute added three new programs to its portfolio in the 2019-20 academic year that are aligned with the PRME platform: Corporate Social Responsibility in Sport, Sport Governance and Cultural Diversity Management. These three programs, which are taught independently as specialized courses and as part of the postgraduate programs, also form part of the curriculum of the Master in Sport Management in all its modalities (face-to-face, blended and online), are offered in English and Spanish, and have had a total of 157 students in 2019-20.
Over the past five years, Johan Cruyff Institute has established around 300 collaboration agreements with companies, clubs and federations around the world, a number that will continue to grow in the future. The objective is to foster an exchange of knowledge and talent among our broad network of stakeholders in the sports industry.
STUDY PROGRAMS JOHAN CRUYFF INSTITUTE AMSTERDAM
- Master in Sport Management (Amsterdam, English, Start: September 2020)
- Master in Coaching (Amsterdam & Papendal, English, Start: February 2021 – Dutch edition: September 2020)
- Football Industry Trends. LaLiga Case Study: The Making of a Global Brand (Amsterdam, English, Weekend January 28-30, 2021)