Collaborate with content and value

To say 2020 has been a strange year would be a massive understatement. For those working in the sport business, the impact has been similar to most other sectors. Even as football, golf and one or two other sports return to live action without spectators, there are many hurdles to overcome.

On 4th September 2019, The Johan Cruyff Institute (JCI) in Amsterdam welcomed 44 international students for the Master in Sport Management (MiSM) program. A mixture of professional athletes, business executives and post-graduate students started an on campus program with the goal of developing their career in the sport business. Last Wednesday 10th June 2020, a Graduation ‘light’ ceremony with social distancing was held to celebrate a remarkable journey.

When lockdown was initiated in March there were questions about the ability to complete the study program within the original time frame. The MiSM is designed around bi-weekly face to face interaction between students, professors and guest speakers on campus and off-site throughout the 10 month program. Could we transfer online and still deliver the same educational experience we committed to deliver? In short, the answer was yes.

The MiSM integrates a range of topics including strategy, finance, marketing, facilities and events, innovation and leadership, sports performance skills, governance and the delivery of a master final plan. A combination of individual and group assignments designed around live exchange in lessons and self-study. There was no option to delay or cancel the program, it was time to adapt. And, without having to look too far, the inspiration can be found in the words of our founder, Johan Cruyff. One of Johan’s most famous quotes was “you cannot do nothing alone, you have to work together.”

Lockdown in the Netherlands occurred in the weekend of 14th March and the next lesson was Monday 16th March, which was completed online with success. Another 22 lessons were delivered online until Wednesday 3rd June, when the final ‘present your journey’ lesson combined live and online. All assignments were completed and the master final plan showcases were held live online on 25th and 27th May without any glitches. The Graduation ‘light’ ceremony was also live streamed for friends and family who were not able to travel and be physically present.

On reflection, there are three key lessons we can take away from the lockdown period that will be retained, even when we kick-off the new on campus program in September 2020.

1. Collaboration. It was speedy action from MiSM JCI Program Manager Robert Parinussa that intensified the collaboration between students and professors to revise and re-shape the program for an online educational experience. Testing new concepts, adapting content and creative delivery would not have been possible without teamwork and collaboration.

2. Content is still King. It is an old catchphrase but is still true. Without relevant, insightful and engaging content you cannot retain the attention of your ‘customers’ for three hour lessons without the right type of content. And, another well-known phrase ‘you can’t teach an old dog new tricks’ was proven wrong. Every professor, guest speaker and student learned new ways of exchanging ideas and information to achieve the desired learning goals.

3. Create added value. It would have been easy to re-hash content from on-campus to online lessons. Taking advantage of technology we were able to introduce new elements that would not have featured in the regular program. Two areas stood out. Firstly, the inclusion of more personal development and career advice with students. Secondly, inviting more experts to join the master final plan showcase presentations including overseas experts who would not have been part of the original program. As Johan also used to say “every disadvantage also has an advantage.”

The sport business faces many challenges over the months and years ahead. Now is the time to challenge convention with confidence and curiosity. In this respect, the JCI MiSM class of 2019/20 is well-prepared to respond to these challenges. We wish them all the best.