Mastering club management: sporting director programme launched
Saturday, March 15, 2025
Article summary
A new UEFA Academy course, in partnership with the European Club Association, provides a unique upskilling opportunity for sporting directors – who play a pivotal part in modern football clubs and the ongoing success of European football.
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Recognising how the role of the sporting director is increasingly integral to the success of football organisations and one that demands ever more specialised skills, the UEFA Academy has launched the Sporting Director Programme (SDP), designed to help Europe’s football clubs continue to operate at the pinnacle of the game.
The three-month course equips participants with the practical skills, strategic insights and leadership qualities necessary to excel in modern football management and keep pace with changes in the game, covering everything from squad planning to recruitment to high-stakes decision-making.
Developed and delivered in partnership with the European Club Association (ECA), the SDP is open to both current sporting directors looking to enhance their skillsets and former international players looking to take a step up.
Former players Giovanni van Bronckhorst, Marko Marin and Philippe Senderos are among the first cohort of the programme, kicking off this month.
“We believe that by elevating the skills of those managing the game, we can elevate the game itself.”
Meeting the challenges of modern football
Over the course of three face-to-face seminars and two online masterclasses, participants will develop their understanding of various aspects of running a club at a strategic level, including governance, recruitment, legal requirements and the impact of new technologies. They will also gain access to a unique network of sporting directors and best practices from across European football.
“The programme equips sporting directors with essential skills, knowledge and toolkits to tackle today’s complex challenges with confidence, fostering excellence on and off the pitch,” explains Charlie Marshall, the CEO of the ECA. “Our goal is clear: to empower sporting directors to lead effectively, face emerging industry challenges and drive the advancement of all clubs across Europe.”
Stories from the UEFA Academy
Simon Rolfes, Managing Director Sport at Bayer Leverkusen, emphasises the importance of keeping up to date with the demands of the modern game.
"In the fast-paced world of football, staying updated through continuous education is essential," he says. "This dedication to learning ensures we can lead our teams effectively and make informed decisions. By constantly expanding our knowledge, we can anticipate and respond to the evolving demands of the sport we love."
Sporting Director Programme: what’s involved
- Managing complex and technical subject areas
- Cutting-edge knowledge in talent identification, recruitment processes and player development methodologies
- Navigating the financial complexity of football, ensuring sustainable financial practices
- Effective communication and negotiation skills
- Learning strong strategic and decision-making skills to influence and create impact
- Access to a unique network of sporting directors and best practices from across European football
