Sporting Lisbon includes Johan Cruyff Institute in its III Congress ‘The Future of Football’

Oliver Seitz, academic director of the Master in Football Business in partnership with FC Barcelona, will give a presentation on ‘The future of knowledge regarding football’

On April 26 and 27, Sporting Lisbon will hold the third edition of the Congress ‘The Future of Football’ at its stadium Estadio José Alvalade, with two days of conferences and debates that will serve to reveal the keys to the business generated by the most popular sport in the world and the management trends and future challenges that will come in the next few years. Our academic institution will be represented in the Portuguese capital by the academic director of the Master in Football Business in partnership with FC Barcelona, Oliver Seitz, who has a PhD in Football Business from the University of Liverpool. Dtor. Seitz will give a presentation on ‘The future of knowledge regarding football’.

“It is a pleasure and an honor to participate in the congress sponsored by Sporting, one of the great clubs in Europe,” says Oliver. “The Johan Cruyff Institute gives its full support to projects that promote discussion and debate about the future of football. We think these kinds of initiatives are very interesting for the development of the industry as a whole”.

Sporting Lisbon has managed to bring together an interesting group of participants for its congress, which every year gains more recognition. Coaching as a technique to mark the difference will be the theme that will open the round of presentations on the 26th, which will continue with the presence on the stage of representatives from Boca Juniors, FC Barcelona, Corinthians and Ajax who will talk about their academies as a strategy for brand expansion.

The next day, it will be the turn of Bayern Munich, Manchester United, Sporting Lisbon and Flamengo, in a panel discussion that will look at ‘World Class Management’ from the presidential perspective. As for future challenges, congress attendees will learn about new ways to boost sponsorship activation, how to end the covert migration of young players, gambling and the future of refereeing.


Johan Cruyff Institute Amsterdam uses a rich learning environment that fosters educational tools based on a student interaction model. We aim for a mix of students from sports and business sectors, which also enables students to share their unique experiences and learn from each other. Through ‘Cruyffian’ teaching methods the students will engage actively in creative challenges that require effort, commitment and intuitive thinking. Visit the web pages to find out more about these programs, which we deliver in English:

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