Loughborough University and the Johan Cruyff Institute have agreed a partnership to improve professional standards in the sports industry.

Loughborough University and Johan Cruyff Institute agree collaboration

Loughborough University and the Johan Cruyff Institute have agreed a partnership to improve professional standards in the sports industry.

The collaboration will see both institutions deliver unique online training programmes, presenting delegates with the necessary knowledge, skills, and expertise to further their education in the sector. 

Since launching in 2002, the Johan Cruyff Institute – founded by the iconic Netherlands footballer – has trained athletes, sport managers and other professionals in sport management, sport marketing and sponsorship, football business and coaching.

Dean of Loughborough’s School of Sport, Exercise and Health Sciences, Professor Mark Lewis, said: “We are thrilled to be collaborating with the Johan Cruyff Institute to offer completely unique programmes to professionals in the sports industry.

“The courses aimed specifically at those in the sports sector will no doubt help harness key knowledge and skills and raise professional standards across the board. It’s an immensely positive step to see two world-leading institutions come together to offer delegates the best of our shared expertise.”

As an initial step in the partnership, the two institutions will develop bespoke online executive programmes for sports agents.

These programmes will aim to help participants develop a comprehensive understanding of agent profession and practice. More details on this specific initiative will be released in due course.

Mariël Koerhuis, general manager of Johan Cruyff Institute, added:

"It is an honor for Johan Cruyff Institute to collaborate with Loughborough University in the development of sports professionals. Their academic rigor and teaching quality, together with our expertise from the world of sport, are a firm basis for jointly developing new training solutions adapted to the professional reality of the international sports industry."

For more information on the Johan Cruyff Institute, visit its website: https://johancruyffinstitute.com/en/

Notes for editors

Press release reference number: 22/132

Loughborough is one of the country’s leading universities, with an international reputation for research that matters, excellence in teaching, strong links with industry, and unrivalled achievement in sport and its underpinning academic disciplines.

It has been awarded five stars in the independent QS Stars university rating scheme, named the best university in the world for sports-related subjects in the 2022 QS World University Rankings and University of the Year for Sport by The Times and Sunday Times University Guide 2022.

Loughborough is in the top 10 of every national league table, being ranked 7th in The UK Complete University Guide 2022, and 10th in both the Guardian University League Table 2022 and the Times and Sunday Times Good University Guide 2022.

Loughborough is consistently ranked in the top twenty of UK universities in the Times Higher Education’s ‘table of tables’ and is in the top 10 in England for research intensity. In recognition of its contribution to the sector, Loughborough has been awarded seven Queen's Anniversary Prizes.

The Loughborough University London campus is based on the Queen Elizabeth Olympic Park and offers postgraduate and executive-level education, as well as research and enterprise opportunities. It is home to influential thought leaders, pioneering researchers and creative innovators who provide students with the highest quality of teaching and the very latest in modern thinking.

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Johan Cruyff Institute is a global business school founded by an exceptional sportsman based on his way of leading on and off the pitch and represents taking another step towards the professionalization of the world of sport.

Sport, management and social work are three key words in the world of Johan Cruyff and the basic pillars of his legacy. His own experience as a professional football player and later as a coach and advisor led Johan to devise a plan to help athletes to enter the working world at the end of their sports career and to promote the professionalization of the management in the world of sport. Johan Cruyff Institute is the academic legacy of Johan Cruyff.

Since its founding in 2002, Johan Cruyff Institute has trained athletes, sport managers and other professionals in sport management, sport marketing and sponsorship, football business and coaching. Its expansion has been unstoppable, and it currently offers more than 90 programs. Today, Johan Cruyff Institute has centers in Spain, the Netherlands, Peru and Mexico, 11 offices around the world and 18 international agents in 19 different countries. More than 10,000 students have been trained in their classrooms, in on-campus and online courses.

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