Loughborough University: 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.”