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The course is part of the Club Development Programme (CDP) and is now also available as an individual online on-demand course.
The new course Commercialization, a fully online, on-demand course designed to empower professionals with practical expertise in the business side of football. This course covers key topics like sponsorship, international markets, merchandise, digital platforms, and ticketing strategies—all taught by seasoned industry experts.
With flexible, on-demand access, you can learn at your own pace, test your knowledge with quizzes, and earn a certification to showcase your expertise.
The Sessions
Session 1: Sponsorships & Partnerships
Learn how to secure and grow partnerships that add value to your football organization.
Lecturer: Henning Bindzus (Former Director Brand and Business Relations, Hamburger SV, now consultant)
Session 2: Internationalisation
Discover strategies to expand your reach and build an international presence.
Lecturer: Henning Bindzus (Former Director Brand and Business Relations, Hamburger SV, now consultant)
Session 3: Merchandise Sales
Understand how to maximize merchandise sales with effective strategies and fan-focused approaches.
Lecturer: Dick de Heus (Former Director Sales, Feyenoord, now Owner of Heus Sport)
Session 4: Digital Platforms
Explore how digital tools can enhance fan engagement and create new revenue streams.
Lecturer: Maximilian Madeja (Managing Director, SLC Management)
Session 5: Ticket Sales & Pricing
Learn how to develop ticketing strategies that balance accessibility and profitability.
Lecturer: Frank van Eijsden (Former Manager Service & Tickets, Feyenoord, now CEO of Tymes4)
Key Facts
In total, the five sessions contain more than three hours of material with practical insights, cases and recommendations for action that you can apply directly in your club.
- Real-World Insights: Practical, actionable knowledge from industry experts.
- On-Demand Access: Learn at your convenience, anytime and anywhere.
- Questions answered: Q&A opportunities with lecturers for further assistance.
- Certification: Showcase your expertise with a certificate upon completion.
