Azerbaijan League signs partnership with Johan Cruyff Institute
September 4 – Azerbaijan’s Professional Football League (PFL) has signed a partnership with the Johan Cruyff Institute, giving league staff access to specialist training in sports management, football business, marketing and leadership.
Under the agreement, PFL employees will be able to take part in a range of the Institute’s educational programmes on preferential terms, alongside knowledge-sharing and professional development initiatives between the two organisations.
The deal is clearly structured to strengthen the off-field expertise behind Azerbaijan’s professional game, with the PFL putting a particular focus on developing its in-house structure rather than simply importing the usual shortcut of outside expertise.
PFL President Elkhan Samadov said: “For the PFL, international cooperation is a crucial component of our efforts to develop football, and the partnership with the Johan Cruyff Institute creates significant opportunities for the professional development of our staff.”
The Johan Cruyff Institute has been around for almost three decades, offering over 90 programmes around the world helping to educate around sport management, marketing, sponsorship and football business – in the same ambition as its namesake.
The country’s football federation, AFFA, signed its own cooperation agreement with the Institute in April, meaning that local professionals gained access to its programmes on preferential terms. That arrangement was also opened up to the other sports federations in Azerbaijan and was presented as part of a wider push to improve football education and human resources within the country.
The new PFL agreement therefore extends that relationship into the professional league itself.
Much of the attention around Azerbaijani football development has historically zeroed-in on facilities, clubs and player development. The Cruyff institutes’ intervention points to another part of the equation – building more experienced people behind the scenes in areas such as administration, commercial operations and management, growing the organisation from within.
Contact the writer of this story, Harry Ewing, at [email protected]
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