Educating the next generation of Leaders in Sport Management

AMSTERDAM LONDON

SPONSORSHIP 360: INTERNATIONAL SPORT MARKETING AND SPONSORSHIP

excluding preparation for lessons and one written assignment

30 hours

2 weekends

WEEKEND 1

Saturday and Sunday

AMSTERDAMWEEKEND 2

Friday, Saturday and Sunday

LONDON

SCHEDULE

10th and 11th April 2021 23th, 24th and 25th April 2021

DIPLOMA Diploma awarded by

Johan Cruyff Institute.

DURATION Two weekends in April 2021

PRICE € 2,450. -

(excl. travel expenses)

SPECIAL CONDITIONS Discount for alumni, members

of related entities and sport organizations.

LOCATION Sessions will take place at Johan

Cruyff Institute in Amsterdam and on-site various

locations in London.

LANGUAGE English

PAYMENT Payment in instalments available.

ENROLLMENTRegistration open until the start of the program. Limited number

of places available.

i

Aspiring leaders with three to five years’ business

experience

Industry Professionals with sport management

and/or marketing qualifications

ADMISSION REQUIREMENTS

We are looking for participants with these profiles:

The Sponsorship 360: International Sport Marketing and Sponsorship program aims to provide participants with the knowledge to apply sponsorship as a powerful tool in the marketing mix to deliver brand, business and social goals. Define and develop sponsorship activation concepts and strategic plans for sponsors (brands), rights owners, agencies and sporting organisations to increase revenue, satisfaction and loyalty from partners, suppliers, fans and participants.

NO ATTENDEES. ONLY PARTICIPANTS The Sponsorship 360: International Sport Marketing and Sponsorship program will challenge your thinking about sponsorship as a marketing tool. Instead of inviting 50 or 60 people to a conference, we keep the numbers limited to 15, which creates a more productive learning environment.Participants will join their team mates, work together, get to know them and learn from them as well. Through a combination of individual tasks, simulations and team exercises you will learn how to make critical decisions that improve the way you work as a sponsorship professional.

OUR INPUT. YOUR OUTPUTJohan Cruyff Institute strongly believes the student is central to everything we teach, learn and share. Here are some of the principles we apply:

EVERYONE CONTRIBUTES All participants engage and contribute to the learning process. There is no hierarchy, no walls or restrictions

DIVERSITY IN CLASS We bring together participants from sport, business and diverse cultures to enrich the learning process

PROFESSIONAL EXPERIENCE Coaches and guest speakers bring years of experience working in sport, business and the sponsorship industry

COMPETITIVE LEARNING Just like in sport, there is healthy competition amongst participants to maximize the output for everyone

EXPECT THE UNEXPECTED If you are not prepared for the unexpected then you are not prepared to advance in the sponsorship business

PERSONAL AND FUN Learning should be fun and not just hard work so we make a special effort to ensure our students enjoy what they do.

Richard is the academic director of the Master in Sport Management at Johan Cruyff Institute Amsterdam. He has been working in the sport marketing and entertainment business since 1989. He has worked for global brands such as Canon, Philips, Omega, ABN Amro, Heineken and Unilever, across a variety of sport and events including the FIFA World Cup, UEFA Champions League, Formula 1, Volvo Ocean Race, PGA European Golf Tour, The Ryder Cup, Wimbledon, Roland Garros and the Olympic Games. Denton was managing director of one of holland’s leading sport marketing agencies, TREFPUNT-PRISM, from november 2009 until september 2015, and has been the sponsorships and partnerships manager of Vitesse Arnhem Football Club.

RICHARD DENTON is responsible for the delivery of this program. He has been teaching at Johan Cruyff Institute since 2012 in different academic programs in Amsterdam, Barcelona and Online.

FACULTY

FLORIS WEISZ Sport Media Expert

SEBASTIAAN WESTERHOUT

Sponsorship Consultant

Breitling

MARK BOGAERTS Director Brand &

Sponsorship Europe/UKTCS

PETER DAIRE Founder & Director

Sport Collective Agency

RICHARD RUSLING Creative Director and

Brand Specialist

SANDRA GREER Head of Insight

MKTG

MODULES The Sponsorship 360: International Sport Marketing and Sponsorship program is a combination of campus lectures and tasks with guest speakers and one-off site programs with visits to organisations active in sports marketing and sponsorship sharing their expertise and knowledge.

It consists of six modules which will be blended into the program across the two weekends. In Amsterdam there will be a greater focus on more theoretical topics, cases and in class assignments. In London the focus will shift to more practical examples brought to life through on-site visits to actual sport organisations, venues and events.

1 3

4

5

2

6

MARKET ORIENTATION

Sponsorship and Sports Marketing

PEOPLE Key Stakeholders in the

Sponsorship Business

SEGMENTATION AND TARGETING

Identifying the customer

PRODUCT DEVELOPMENT

Defining and developing sponsorship assets

PACKAGING AND PRICING

Preparing Sponsorship Programs for Partners

EXECUTIONActivating and Delivering

Sponsorship programs

STORYTELLINGBuilding a strong brand with

content and data

MEASUREMENTMedia and Market Research

REGISTRATION

Participants for Sponsorship 360:

International Sport Marketing and

Sponsorship can register as follows:

Please complete the pre-enrollment procedure

via the website. We will assess your candidacy,

and if positive, you will be notified by e-mail, along with further information about the next steps of

the registration process.

PRE- ENROLLMENT

WEBSITE

ADMISSIONS COMMITTEE

ADMITTED

REGISTRATION PROCESS

PROGRAM

AMSTERDAM

SATURDAY 10TH APRIL SUNDAY 11TH APRIL

9:30-10:00H ARRIVAL AT JOHAN CRUYFF INSTITUTE

10:00-10:30H WELCOME & PERSONAL INTRODUCTION Richard Denton & Johan Cruyff Institute Team

10:30-11:15H PRINCIPLES OF MODERN MARKETINGGroup Interactive Session Richard Denton

10:45-11:30H Coffee Break

11:30-12:30H THE RELATIONSHIP BETWEEN RIGHTS, ACTIVATION AND ROIMark BogaertsDirector Brand & Sponsorship Europe/UK, TCS

12:30-13:00H Luch Break

13:00-13:45H THE SPONSORSHIP MARKETRichard Denton

13:45-14:45H SPORTS MEDIA & SPONSORSHIPFloris WeiszSports Media Expert

14:45-15:00H Coffee Break

15:00-16:30H MARKET RESEARCH & MEDIAGroup Interactive SessionSebastiaan WesterhoutSponsorship Consultant, Breitling

16:30-16:45H Break

16:45-17:15H KEY STAKEHOLDERS IN SPONSORSHIPRichard Denton

17:15-17:30H RE-CAP AND CLOSING WORDS DAY 1

18:30-21:00H DINNER & EVENING ACTIVITY

8:30-9:00H ARRIVAL AT JOHAN CRUYFF INSTITUTE

9:30-10:10H DEFINING & DEVELOPING SPONSORSHIP ASSETS Richard Denton

10:10-10:50H PREPARING SPONSORSHIP PROGRAMS FOR PARTNERS Richard Denton

10:50-11:00H Coffee Break

11:00-12:30H SELECTING AND NEGOTIATING SPONSORSHIPS Group Interactive Session Richard Denton

12:30-13:00H Lunch Break

13:00-14:00H PARTNERSHIP OR PAYCHECK?Richard RuslingCreative Director & Brand Specialist

14:00-14:15H Break

14:15-15:45H SPONSORSHIP & FAN ENGAGEMENTGroup Interactive Session Richard Denton

15:45-16:00H Coffee Break

16:00-16:45H SPONSORSHIP VISION 2030Group Interactive SessionRichard Denton

16:45-17:00H RE-CAP AND CLOSING WORDS DAY 2

WEEKEND 1

Saturday and Sunday

10th and 11th April 2021

Europaboulevard 23, 1079 PC AmsterdamPhone: +31 20 8204777WEB

HOTEL MOTEL ONE AMSTERDAM

Europaplein 21078 GZ AmsterdamPhone: +31 (0)20 7239614WEB

THE ROAST ROOMRESTAURANT

LONDON

FRIDAY 23TH APRIL

SATURDAY 24TH APRIL

SUNDAY 25TH APRIL

9:00-12:00H Arrival and transfer to The Shard

13:00-18:00H SPONSORSHIP & DIGITAL MARKETING WORKSHOP Peter DaireFounder & DirectorSports Collective AgencyLocation: The ShardIncluding lunch upon arrival and post-workshop drinks.

19:00H Free time

8:00-9:00H Breakfast at Hotel

9:00-9:30H Transfer to Alto Tower (WeWork)

9:30-12:00H INTERACTIVE GROUP SESSION Richard Denton & Sandra GreerHead of Insight MKTG

Location: Alto Tower (WeWork)

12:30-13:30H Lunch

13:30-17:30H VIP HOSPITALITY TICKETS PREMIER LEAGUE MATCH:West Ham United vs. Burnley FC

17:30-18:30H Transfer to Hotel

18:30-19:30H Free time

19:30-21:30H Group Dinner

8:00-9:00H Breakfast at Hotel

9:00-9:30H Transfer to Alto Tower (WeWork)

9:30-10:30H SPONSORSHIP & STORYTELLING: BUILDING STRONG BRANDS Richard Denton Location: Alto Tower (WeWork)

10:30-10:45H Break

10:45-12:00H THE FUTURE OF SPONSORSHIP Group Interactive Session Richard Denton

12:00-12:15H Break

12:15-13:00H FINAL WORDS AND CLOSING CEREMONY

13:00-14:00H Closing Lunch

WEEKEND 2

Friday, Saturday and Sunday

23th, 24th and 25th April

30 Stamford StreetSouthbankLondon SE1 9LQWEB

100 Kings Cross Road, London, WC1X 9DTPhone: +44 871 984 6272 WEB

3 King’s BoulevardLondon N1C 4BU Phone: 020 3793 7210 WEB

ALTO TOWER (WEWORK)

TRAVELODGE LONDON KINGS CROSS ROYAL SCOT HOTEL

LA VINOTECARESTAURANT

32 London Bridge St, London SE1 9SGPhone: +44 844 499 7111WEB

THE SHARD

My vision on sport management is quite simple. I think people with a passion for sport are the best to lead sport organizations.

“Johan CruyffFounder

Educating the next generation of Leaders in Sport Management

Johan Cruyff InstitutePomaret, 8 08017 Barcelona SpainTel: + 34 93 418 78 68campus@cruyffinstitute.org

@cruyffinstitute.international

@cruyffinstitute

Johan Cruyff Institute

Johan Cruyff Institute

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).

www.johancruyffinstitute.com