Professional Certificate in Sport Marketing and Brand Management Blended Heerenveen

introduction

A strategic program for athletes and sport professionals who want to shape the commercial future of sport organizations.

The Professional Certificate in Sport Marketing and Brand Management is designed for ambitious athletes and sport professionals who want to accelerate their transition into commercial, marketing and leadership roles within modern sport organizations.

Grounded in the philosophy of Johan Cruyff and built on strategic marketing principles, the program focuses on making and defending high-impact decisions at the intersection of fan engagement, brand management value and commercial performance.

While particularly relevant for transitioning athletes, the program also brings together sport executives and functional specialists in marketing, finance and operations, creating a high-quality learning environment that reflects real-world decision dynamics in sport.

We offer a Cruyff-inspired, decision-driven sports business program that equips ambitious athletes and sports professionals to make and defend the commercial and brand decisions that shape modern sport organizations.

Objectives

The Professional Certificate in Sport Marketing and Brand Management provides participants with the knowledge and practical skills to understand fans, develop effective marketing strategies, and build strong sport brands.

Through the different courses, participants will learn how to:

• Understand fan behavior, audience needs, and engagement trends
• Design fan engagement strategies that create meaningful connections with audiences
• Analyze sport markets, consumers, and stakeholders
• Develop marketing strategies, positioning, and communication plans for sport organizations
• Identify marketing opportunities and apply the marketing mix in sport
• Understand the strategic importance of branding in football and sport
• Create, activate, and manage sport brands effectively
• Use branding and marketing tools to measure performance and evaluate results
• Apply current industry trends such as digitalization and internationalization in sport marketing and branding

The program combines strategic knowledge with practical application and reflects the realities of today’s sport industry.

Aimed at

The Professional Certificate in Sport Marketing and Brand Management is right for you, if you are a:

• Professional in (sports) marketing, branding and/or a commercial role, who wants to give their career a boost.
• Manager or staff member of a sports club, federation or competition, who wants to develop a better understanding or a strategic approach to sports marketing and brand management.
• Consultant or employee in the business or entertainment sector, who wish to deepen their expertise or specialize in sports marketing and branding.
• (Former) elite athlete, aspiring to take on a management role within the sports industry.
• Individual with a passion for sport, who wants to gain a structured and practical understanding of sports marketing and brand management.

After completing the program, participants will be able to:

• Diagnose brand and market situations in sport organizations
• Make explicit and coherent strategic choices
• Understand the consequences of those choices in execution, governance and financial performance
• Translate theory into real-life decision-making within sport organizations

The program acts as a strategic bridge between theory and practice, firmly grounded in the reality of sport organizations in the Netherlands.

ADMISSION PROCEDURE

Please complete the sign up form if you are interested in studying this program. There are no formal academic prerequisites for this course; however, some professional experience and relevant skills are recommended. The languages of instruction are English and Dutch, and participants are expected to be proficient in both languages.

Program

KICK-OFF SESSION (IN DUTCH)
On campus session, 3 hours (September 3, 2026)

• Introduction to the academic legacy of Johan Cruyff.
• Breaking the ice & cohort connection.
• Introduction to the program structure, expectations and learning journey.

The kick-off session sets the tone of the program and introduces the philosophy of Johan Cruyff as a way of thinking about sport, leadership and decision-making.

ONLINE COURSES (IN ENGLISH)

ON CAMPUS APPLIED SESSION (IN DUTCH)

This intensive on-campus day focuses on the practical application of the concepts covered throughout the online courses. Rather than revisiting theory, participants will work on real-life challenges, discussions, and strategic decision-making within the Dutch sports context.

Through case studies, workshops, and group exercises, participants will translate academic frameworks into practical marketing, fan engagement, and brand management decisions.

Applied Session
(January 2027)

The session is built around contrasting real-life sport cases, illustrating different levels of brand maturity, business models, fan engagement strategies, and market approaches.

Learning model

The Professional Certificate in Sport Marketing and Brand Management puts you at the center of your education through a learning by doing methodology. We encourage collaborative work and transfer the content to specific situations in sport marketing and brand management (connective teaching methodologies and social constructivism). Our faculty of expert professors and tutors will guide you in the learning process, providing high quality training combined with the flexibility of online study.

PERSONALIZED TUTORING

The academic team will support you throughout the program, helping you to expand your knowledge and keep pace with the program requirements and content. For each module, you will have one or two professors, depending on the particular module, and they will give you support so you are able to achieve the learning objectives. You will also have the support of a coordinator who will monitor your performance and learning throughout the academic program.

Communication and queries will be handled by:

• E-mail: reply within a maximum of 24 hours.
• Support via chat / call / video conference.

Faculty

The teaching team for this program combines experienced educators with active professionals from the sports sector, who are experts in their fields and connected to sports institutions and organizations.

The program also includes in-person sessions, company visits, and learning spaces led by top professionals, aimed at adding value, fostering real connections, and enriching your education from a practical, up-to-date perspective.

Lukas Dorda works as Associate Academic Director at Johan Cruyff Institute. He is a seasoned multilingual executive with over 15 years of international experience in the sports industry, bringing deep expertise in sports marketing, fan engagement, and sponsorship. He has led impactful collaborations with top-tier sports organizations, global brands, and governing bodies across Europe. He pursues a PhD in Sports Science where his research on fan engagement reflects a strong commitment to connecting academic insights with real-world practice and strengthening his expertise in the dynamic field of sports business.

Eugenia Károlyi Popcev is a multilingual sports broadcaster and content strategist specializing in global football coverage and brand storytelling. She has worked as a pitch reporter, commentator, and content editor across major international competitions, creating live and digital content that connects with global audiences. She holds a Master in Football Business in partnership with FC Barcelona at the Johan Cruyff Institute, combining strategic expertise with hands-on media and brand experience.

Jeroen van Iersel is Head of Marketing & Communications at Circuit Zandvoort, a role he has held for the past five years, and a marketing and communications professional with broad expertise in partnerships, media, social media, product management, and project management. With over 10 years of experience as Marketing Manager at the Johan Cruijff ArenA, he has a strong track record in building commercially impactful venue and event brands.

Student services

PERSONALIZED COACHING FOR YOUR CAREER GROWTH

You’ll benefit from personalized coaching that helps you turn what you learn into real professional progress.
After the second module, you’ll have an individual online session to reflect on your goals and career direction. Later, during a collective in-person session at Esade, you’ll exchange experiences with peers and refine your strategic focus to build your future in the sports industry.

LEARNING 3.0
Diverse learning environments and technologies.

WORLD-CLASS FACULTY
Access to expert teachers and active industry professionals.

COLLABORATIVE TOOLS, TEAMWORK, COMMUNICATION, AND DEBATE
Develop essential soft skills through active participation, shared projects, and constructive dialogue.

SPORTS-INDUSTRY ORIENTED
Bringing education closer to the realities of the sports business.

EXPERIENTIAL LEARNING
Designed to support professional growth.

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