Educating the next generation of Leaders in Sport Management

Master in Football Business in partnership with FC

JOHAN CRUYFF INSTITUTE Barcelona

1 The Master in Football Business in partnership with FC Barcelona is the only program in football business and administration based on the management model of FC Barcelona, recognized worldwide, as well as on the great experience of the Institute in sport management education.

Academic degree Duration Location Special conditions

Master in Football 10 months FC Barcelona Discount for alumni Business in 1 week/month full Facilities & Johan Cruyff and members of partnership with intensive course Institute related entities FC Barcelona (Mon-Fri)

Start Language Payment methods

September English Payment in instalments available End Price

June Enrollment (no classes in February and May) € 140 Application Fee € 1,250 Enrollment Fee Registration open € 18,600 Tuition Fee until August 1st. Total: € 19,990 Limited places available.

The program may be subject to change. The institution reserves the right to cancel the edition of the program if it does not meet the minimum number of students.

2 | Master in Football Business in partnership with FC Barcelona Objectives Professional opportunities The main objective of the Master in Football Business in partnership with FC Barcelona is to educate with in-depth and up-to-date knowledge Football club governing bodies and insights from the football industry. Students (football federations and will analyze the core theories and relevant case associations). studies that will help them visualize the behavior of the football business. Students will also have the opportunity to learn, interact and contribute with FC Football facilities & events Barcelona business strategy and operations. (tournament organizers, sports clubs). Aimed at Community-based football The target audience of the program is diverse, (foundations, municipal ranging from qualified individuals wanting to pursue governments). their dream job in the football industry, to well- established football business professionals who want to further develop their career, and current and Sports consultancy former athletes who want to expand their knowledge in this area. (business initiatives).

Intermediation services Learning outcomes (agencies, player representation).

• Understand the core theories that drive the football business and its organizational behavior and the Sports journalism existing interconnections between different players. (media).

• Expand the necessary set of skills for managing clubs and other football related organizations in Marketing & sponsorship line with their stakeholder framework. (private and public companies).

• Enhance the critical perception of the trends of the business and visualize the future developments of the football industry.

• Develop your leadership skills in order to improve the positive impact in the entire football environment.

3 Learning model Program

Our exclusive model that combines academic The study plan of the Master in Football studies with football industry insights and Business in partnership with FC Barcelona learning directly from FC Barcelona will provide consists of 13 modules structured as follows: students with a great capacity to understand the business and the role of the organization in the Content may be subject to change. overall football market, as well as increase their abilities for leadership and decision-making in order to achieve the best possible results with the available resources. The methodology of the program offers an interesting structure to help students involved in the modules. MODULE SEPTEMBER 2021 INTRODUCTION TO All the modules are preceded by a webinar FOOTBALL BUSINESS which introduces the topic of the first on- campus session. The on-campus sessions are 1 The fundamentals of the football business. divided into three sections: the first one focuses The business models of football on theoretical knowledge, the second one on organizations. practical application knowledge, and the third Financial framework of football. one on networking. Moreover, throughout the WORLD FOOTBALL SUMMIT academic program, there are some study trips scheduled to expand the knowledge acquired STUDY TRIP: ATLÉTICO MADRID on the program (the detailed information about these study trips will be provided at the beginning of the program). MODULE OCTOBER 2021 HISTORY AND POLITICS OF FOOTBALL

Admission requirements Football Society Politics - An 2 introduction. We are looking for highly-driven and Match-day in the Society of the engaged candidates with proven experience Spectacle. in the football business or in other relevant Football, Ethnicity, Nation and Politics. businesses (minimum of 3 years) and/or

Candidates with a strong business academic background MODULE OCTOBER 2021 FOOTBALL GOVERNANCE Athletes and former athletes are welcome to enroll in the Master (candidates with What is a contemporary football club for? no previous experience will need to have a Models of football club ownership and 3 governance. relevant academic background to be eligible for selection) The role of a football club as both a business and a social institution. The role of leagues and clubs on football The minimum level of English proficiency club (corporate) governance. required is a score of IELTS 6.0, or equivalent, if the candidate attended a non-English speaking undergraduate university.

4 | Master in Football Business in partnership with FC Barcelona MODULE NOVEMBER 2021 MODULE JANUARY 2022 THE MANAGEMENT FOOTBALL AND MEDIA

OF A FOOTBALL CLUB The Media Business 4 9 Sports Media Rights Case Studies

MODULE NOVEMBER 2021 MODULE FEBRUARY 2022 INNOVATION IN FOOTBALL FC BARCELONA BUSINESS & 5 10 OPERATIONS

MODULE DECEMBER 2021 MODULE MARCH 2022 FOOTBALL REVENUES MANAGEMENT GAMES 1 The multiple products of football clubs. STUDY TRIP 6 Commercial and Player Transfers. 11 Broadcasting and Stadia related products.

MODULE JANUARY 2022 MODULE APRIL 2022 FOOTBALL FINANCES MANAGEMENT GAMES 2 Financial reporting. STUDY TRIP: EUROPE (place TBD) 7 Budgeting and forecasting. 12 Commercial applications of football finance.

MODULE JANUARY 2022 MODULE MAY 2022 MARKETING, SPONSORSHIP MANAGEMENT GAMES 3 & FAN ENGAGEMENT STUDY TRIP

8 Understanding fan engagement in 13 the context of the sport marketing landscape. Defining segments and which assets can be used for the development of fan engagement programs. MODULE JUNE 2022 Creating the ultimate fan experience FOOTBALL INDUSTRY INSIGHTS and setting strategies to increase SEMINAR SERIES engagement, loyalty and revenue generation. 14 GRADUATION

STUDY TRIP OPTIONS Dates may be subject GIRONA FC to change and SABADELL FC destinations will be informed in due time. ESPANYOL

5 RICHARD DENTON Faculty Richard has been working in the sport marketing and entertainment business since 1989. He has worked for global brands We have recruited some of the most such as Canon, Philips, Omega, ABN AMRO, recognized football business academics Heineken and Unilever, across a variety of around the globe in order to provide sport and events including the FIFA World Cup, UEFA Champions League, Formula students with the most cutting-edge 1, Volvo Ocean Race, PGA European golf knowledge of the football business. During tour, the Ryder Cup, Wimbledon, Roland the program, students will also receive Garros and the Olympic Games. His most recent position was managing director of lectures from top level executives in one of Holland’s leading sport marketing the industry as well as courses with FC agencies, Trefpunt-PRISM, from November Barcelona staff. 2009 until September 2015. Richard is now a freelance marketing consultant advising brands and sport organizations.

SERGI VIETA Versatile consultant with over 20 years’ career in the sports industry, holding senior positions in marketing & media agencies, football properties, financial entities, Events LOCs. Vast expertise in Event Management, Strategy, Sponsorship, Operations and IGNACIO MAS-BAGÀ Media. Currently, Sergi is managing director Director of the Master at Onside Sports Iberia, an agency focused on the full-service delivery of high-class Ignacio Mas-Bagà has been the chairman of off-season services for football clubs, and the Board and CEO of Girona FC since July senior consultant for global sports agency 2015, and is the new director of the Master SPORTFIVE for business development in in Football Business in partnership with FC the Spanish market. He was previously Barcelona. During these five seasons, Mas- general manager of LaLiga Santander Bagà has led the effort to restructure the Granada CF (2016-2017); COO of the LFP business area as well as to restore the image World Challenge and Football and Sports of the club among its stakeholders after Event Director at Mediapro during 10 years, the insolvency situation in 2013. Under his and financial advisor and senior consultant leadership, Girona FC achieved promotion of KPMG, in Spain (1997-2000) and to LaLiga (the Spanish first division) for the Manchester (2000-2002) offices. first time in the club’s history (in 2017) and presented their best-ever financial results with €6.7 million net profits (in 2018). Prior DANIEL MARTIN to joining Girona FC, Mas-Bagà worked at Daniel is a chartered accountant with over LaLiga as event manager within the LFP 15 years’ experience having trained at PwC World Challenge project, and for Mediapro, and Deloitte. Appointed Vice President of developing projects in five continents for Finance and Corporate Development for clubs such as FC Barcelona, Real Madrid, RedBird FC, an international sport and Arsenal, Boca Juniors, Atlético Madrid and data analytics platform through which PSG, among others. Mas-Bagà graduated in RedBirdCapital deploys operating expertise business science from the University Ramon and a data-analytics strategy in partnership Llull – IQS, Barcelona with some of the top analytics-focused executives in sports – Billy Beane and Luke Bornn. Previously, Daniel was group financial controller at Glasgow Celtic FC, CFO and COO at Al Jazira FC in Abu Dhabi and worked at Portas Consulting office as part of the Saudi Arabian Football Federation’s transformation project, as well as offering them expertise in their other football industry projects. In 2018, he completed the Master in Football Business in partnership with FC Barcelona at and is currently a professor on the program..

6 | Master in Football Business in partnership with FC Barcelona STEPHEN MORROW OLIVER SEITZ Stephen is Senior Lecturer in Sport Finance Dr. Oliver Seitz is the Head of Scouting at the University of Stirling. He was Head & Analytics at Club Athletico Paranaense of the Department of Sports Studies for (Brasil). Dr. Seitz worked previously as a five years until summer 2011. Stephen is a consultant and as a lecturer in Football Chartered Accountant (ICAS) and trained Business at the UCFB in London in with the international firm of accountants, partnership with The FA. Prior to moving Ernst & Young. His research focuses on to London, he lived in Brazil, working as financial, accounting and governance issues the Head of Marketing of Jacquet Brossard, arising in sport. He has written two single- a French multinational consumer goods authored books and two monographs on company, and previously as Head of the finances and governance of professional Marketing of Coritiba Football Club, where, football and a number of journal papers. His in 2012, he was awarded the Best Overseas knowledge transfer activities include leading Marketing Campaign by the FC Business workshops on Management Training for Awards in London. Dr. Seitz holds a PhD Football Managers as part of the Scottish in Football Business from the University of FA/UEFA Pro Licence. He recently chaired Liverpool. an expert working group for the Scottish Government on Supporter Involvement in Football Clubs. MARTIJN BAKX Martijn Bakx is a media rights manager at Mediapro. With over 20 years of experience, RICHARD GIULIANOTTI he currently oversees all international Professor of Sociology, Loughborough broadcasting rights sales for LaLiga. In University and at Durham University; addition to that, he is responsible for new Research Assistant, Senior Lecturer, Reader, sport-related media projects within the Department of Sociology- University of Mediapro Group. Aberdeen (1990-2006). He completed his Martijn started in the sports business as a MA. MLitt and PhD in the Department of promoter of football and basketball games. Sociology at the University of Aberdeen, In his role as executive producer, he was and took up his first academic post there responsible for the European Basketball as a Research Assistant (1990), followed by Championships in 2007 and Euroleague a Lectureship (1995), Senior Lectureship Final Fours in 2009 and 2010. As a rights (1999), and Readership (2005). Authored manager, Martijn strategically assesses books: (& G. Armstrong, D. Hobbs) Policing business opportunities on both the sales the London 2012 Olympics, London, Routledge, as the acquisition perspectives, for the in press (2016). Sport: A Critical Sociology, domestic Spanish market as well as on a Cambridge, Polity, 2015 (Revised Edition). global scale. In recent years, in addition to (& R. Robertson) Globalization and Football, his work for LaLiga, Martijn has started up London, TCS/Sage, 2009. (& A.J. Walsh) ambitious media projects in Canada, France Ethics, Money and Sport, London, Routledge, and Belgium. 2006. Football: A Sociology of the Global Game, Cambridge, Polity, 1999. ALBERT MUNDET Albert Mundet is the director of Barça DAVID GOLDBLATT Innovation Hub, the center for sports David Goldblatt is a sports writer, knowledge and innovation of FC Barcelona. broadcaster, sociologist, journalist and Albert, who will be four years as director author. He has been a medical student, of this platform, has a multidisciplinary taken a doctorate in social theory and background and extensive experience in environmental politics, lectured at the Innovation Management across different Faculty of Social Sciences, the Open sectors. Educated as a physicist and University and wrote widely on globalization passionate about creating value through before, in 2002, publishing the World Football implementing open innovation projects Yearbook - a 750-page graphic encyclopedia across multiple entities, he worrked as well of the global game - in nine languages. In for companies such as IPG, ICFO and Grupo 2006 he published the path-breaking The Punset Producciones. Ball is Round: A Global History of Football, and in 2014 published Futebol Nation: A Footballing History of Brazil and The Game of Our Lives: The Making and Meaning of English Football, the Learning latter winning the William Hill Sports Book of the Year award in 2015. His most recent book is The Games: A Global History of the from Olympics. Leaders

7 The Master in Football Business in partnership with“ FC Barcelona combines the educational quality of Johan Cruyff Institute with the experience and know-how of FC Barcelona. With the help of industry experts, students will be able to learn from within the management model of one of the most powerful clubs in the world, understand the behavior of the exciting football industry and obtain the essential tools to enhance the development of their professional careers.

Albert Mundet Barça Innovation Hub Director

I“ believe honoring a legacy comes from celebrating the memories and improving the ideals of those who came before us. And the Master in Football Business in partnetrship with FC Barcelona is a tribute to my father’s vision of football and of life. A tribute to the vision that we can always be better. That we can always do better.

As an athlete and as a coach, his partnership with Barcelona has changed football inside the pitch forever. This Master program is about moving his philosophy of football outside the pitch. It is the ultimate idea of the . It is about looking into the management of football through a better perspective. About changing the way we do things. Above all, it is about creating the next generation of leaders in the football business.

Jordi Cruyff Board member of Johan Cruyff Institute

8 | Master in Football Business in partnership with FC Barcelona The Masters is a fantastic program which unravels“ the cloth from the student’s eyes to reveal the football industry’s true nature. Most importantly, however, my time at the Johan Cruyff Institute has been marked by meeting truly fantastic and inspiring people. The most valuable aspect of this masters has definitely been its orientation around networking and the various opportunities it provides, establish a solid network within the football industry.

James Cavanagh Alumnus Master in Football Business in partnership with FC Barcelona

9 Venue Application process

Classes are delivered both at FC Barcelona and Complete the online application form that you Johan Cruyff Institute facilities, among other will find on our website and pay the application locations. fee (€ 140 non-refundable).

‘’ (the ‘new ground’) has a capacity You will need to submit the following: of 99,354. It is the biggest stadium in Europe. In the 1998-99 seasons, UEFA recognized the Three essays (maximum 500 words) services and facilities at Camp Nou by awarding it five star status. • Your view of the global football business.

• The situation of the football business in your country.

• How you will be able to contribute towards improving the football business in your country.

Your résumé.

A cover letter of maximum 500 words introducing yourself and stating your purpose.

Two letters of recommendation.

Official transcripts.

If the first stage of your application is successful, you will be invited for an online interview. In this interview we will evaluate if your achievements as well as your aspirations and motivations in pursuing this degree, are in line with the objectives of the program.

The Admissions Committee decides of admission.

10 | Master in Football Business in partnership with FC Barcelona Student services

VIRTUAL CAMPUS CORPORATE INTERNSHIPS Students of the Master in Football Business in Our Corporate Training Program is the partnership with FC Barcelona, will have exclusive natural result of the global network of the access to the e-learning platform which allows Johan Cruyff Institute. The internships are them to monitor their academic progress 24 an enriching learning experience for both hours a day from anywhere in the world. The organizations and students. They contribute to virtual campus offers a collaborative environment the company’s professional development, and for teachers and students to share e-mails, offer students the opportunity to access sport- chats, books, articles, case studies, simulations, related businesses, experience the reality of a experiences, websites, blogs and a video library. sport organization and acquire new practical Students will have a wide range of tools at their skills and knowledge. disposal to make their learning experience interactive, rewarding and complete. CAREER SERVICES Johan Cruyff Institute acts as a bridge between ALUMNI AND NETWORKING potential candidates and the corporate sports Johan Cruyff Institute offers students, alumni, sector. Organizations and companies in the faculty and members of our network the sports sector with vacancies contact us when opportunity to connect and collaborate, to share looking for sports-minded candidates. We their passion for sports and their professional recommend qualified people from within expertise. our network Employment opportunities and new projects in the sports sector are also The Alumni Cruyff Institute provides a means announced through our various channels. of interconnection that will enable the whole community not only to re-establish contact with We offer an exclusive service in collaboration fellow students, but also to create new links with with WFS Talent, through which as a student people from the sports sector throughout the and alumnus, you get access to job offers on whole network who can offer new experiences and the portal, CV tips and recommendations, initiatives to keep growing in the profession. webinars and counselling for interviews and salary negotiations on their platform online.

More than 70% of the graduates of the first two editions of the Master in Football Business in partnership with FC Barcelona are now working in the football industry and more than 30% hold managerial positions.

11 Educating the next generation of Leaders in Sport Management

HEADQUARTERS cruyffinstitute.international Johan Cruyff Institute Pomaret, 8 @cruyffinstitute 08017 Barcelona Spain Johan Cruyff Institute Tel: + 34 93 418 78 68 [email protected] Johan Cruyff Institute

www.johancruyffinstitute.com

Johan Cruyff Institute is a member of the North American Society for Sport Management (NASSM), the European Association for Sport Management (EASM), the Catalan Sports Cluster (INDESCAT) and the initiative for higher education institutions, supported by the United Nations (PRME).

12 | Master in Football Business in partnership with FC Barcelona