Pep Guardiola endorses new sport sponsorship course
Published: 27 Jun 2016
Pep Guardiola, one of the most prestigious coaches in the world and a reference in the world of sport, joins the Johan Cruyff Institute initiative to launch, together with the Universitat Autònoma de Barcelona (UAB) and in partnership with GlobalSportsJobs, a free online course in English on sport sponsorship in which you can learn about one of the pillars of the Cruyff Foundation.
"I have always thought that sport is the most powerful tool for education," said the coach of Manchester City. Guardiola is the image of this Massive Open Online Course (MOOC), which started on 4 July, with successive five-week editions. The course will be taught by Richard Denton, a British professor at the Johan Cruyff Institute and sport marketing consultant with over 20 years’ experience in the sector.
Pep Guardiola will accompany the students throughout the course and give them clues to help them meet the challenge and achieve the aim of the course: to enter into the world of sport sponsorship and acquire the basic knowledge to develop a real project – the activation of a sponsorship for one of the Cruyff Courts of the Johan Cruyff Foundation. The best activation plan will be awarded a scholarship to study the Postgraduate in Sport Sponsorship at the Johan Cruyff Institute. The winner will be announced in January 2017.
“At the Foundation, we are delighted that students from around the world can get to know one of our projects – the Cruyff Courts, which enable children to become more active – through a course on sport sponsorship,” said Niels Meijer, director of the Johan Cruyff Foundation.
Will Lloyd, CEO of GlobalSportsJobs, the leading specialist digital media and talent platform in the international sports industry, highlighted the importance of such a specialized online course, said: "Training for the benefit of the sports industry is evolving very rapidly and the digital environment is enabling this transformation. Education is an integral part of the GlobalSportJobs brand and we are delighted to collaborate with the Johan Cruyff Institute on this innovative MOOC, available worldwide. Inspiring professionals, training them in new practices, and highlighting the importance of functional specialism is vital to the success of the sports industry of the future and this programme has this vision."
Pep Guardiola encouraged all sport enthusiasts and professionals in particular to prepare for their future: "If there is something that Johan was very clear about, it is that behind every football player, tennis player or basketball player, there is a man or woman with fears and feelings just like you and me. He knew better than anyone that from one day to another your career ends and you go from having everything to having nothing. You have to change your life. Johan gave us this message and I pass it on to my players. The business world is totally different and you have to be prepared; thinking that you will succeed in business because you have been a great athlete is a serious mistake. There is a process you need to go through and much to learn."
MOOC Sport Sponsorship
• Free online course on Sport Sponsorship
• Start date: July, 2016 (a new course every five weeks)
• Duration: 5 weeks
• Real challenge: Activation of a sponsorship plan for a Cruyff Court of the Johan Cruyff Foundation
• Prize: Scholarship to study the Online Postgraduate in Sport Sponsorship for the best activation plan. The winner will be announced in January 2017
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