The UAB and the Johan Cruyff Institute to offer a MOOC on sport sponsorship

Example of sport sponsorship in UAB's race

Thanks to a collaboration between the UAB and the Johan Cruyff Institute, a new MOOC entitled "Sports Sponsorship. Let them Play" and addressed to all those interested in sports sponsorship will start on 4 July. Pep Guardiola will accompany students and give tips on how to accomplish the course objectives.

29/06/2016

Starting on 4 July, the UAB and the Johan Cruyff Institute, in collaboration with Globalsportsjobs, will offer a MOOC (massive open online course) on sports sponsorship which will include the participation of football coach Pep Guardiola. The course "Sports Sponsorship. Let them Play" will be available on Coursera, the world's leading online course platform where the UAB offers all its MOOCs.

The course will last five weeks and be given by Richard Denton, a freelance sport marketing consultant and professor. It is open to all those interested in creating a sponsorship plan for a sports event. There are no special requirements to take the course, which is open to all those interested in learning about the actors participating in sports sponsorship, discovering the innovations and latest trends, becoming familiar with the world of sport marketing, and connecting with sports enthusiasts from around the world.

Guardiola will accompany students throughout the course and offer tips on how to accomplish the goals set in the course: understanding the world of sports sponsorship and acquiring the basic skills needed to create a real proposal, the activation of a sponsorship plan for the Johan Cruyff Foundation. The best activation plan will receive a grant to enrol in the Sport Sponsorship postgraduate programme offered by the Johan Cruyff Institute. The winner will be announced in January 2017.

A Growing Sector

Sport sponsorship moves 55,000 million euros in investments around the world (2016), and of these 13,800 million correspond to investments in Europe. In the United States, 70% of all sponsorships belong to the sports sector. In 2015, sport sponsorship represented 3% of the global economy and has reached 10% of global growth in the past three years.

Collaboration between the UAB and the Johan Cruyff Institute

This MOOC strengthens the collaboration between the UAB and the Johann Cruyff Institute. In November 2015, both institutions signed an agreement to conduct joint teaching and research activities, as well as social and solidarity actions. Among other objectives, the institute and the university agreed to create a Master's Degree in Sport Management, a chair in research - in collaboration also with the Laureus Sport for Good Foundation - and to work together in helping the disabled through the Cruyff Foundation and the Fundació Autònoma Solidaria.

More information: Sports Sponsorship. Let them Play