Dan Ashworth was always there when I played for England. In his role as elite development director at the Football Association, he sat in the back row of meetings, attended matches and turned up for training but never openly intervened and kept to himself. I wondered what he was doing at the time, but gradually as things settled down in England you could see the impact he was making.
Ashworth has, without exaggeration, enjoyed great success as a sporting director at Brighton and Newcastle. This role is often misunderstood in the UK, more often used abroad, but is a valuable part of a club’s structure. Ashworth is one of many who have demonstrated the importance of hiring someone with oversight, giving the club a long-term vision that can bring success on the pitch.
Relating to: January transfer window: Toney available for transfer, Henderson ready for Ajax medical team – live
The days of the all-powerful ruler are over. Sir Alex Ferguson and Arsène Wenger were incredible, managing everything from recruitment to team selection, but trying to replicate that in the modern era is almost impossible. They have been at their club for a very long time and have managed to establish structures and working relationships that will help them remain decision makers.
Running an elite club is a lot of pressure and a sporting director can help alleviate this. Having someone who looks after the style from the youth team to the A team and prioritizes the goals in player recruitment eases the manager’s burden. The coach can focus on training, organize the starting 11 and dressing room culture, and transfer his philosophy to the field.
Manchester United are on the hunt for a sporting director and have connections with some of the best in the business. They appreciate the importance of getting this decision right. Erik ten Hag and Marc Skinner are aware of the pressure of managing the club and feel it would be beneficial if they were allowed to focus on the pitch. United needs a sporting director who knows his role and the market in detail.
The manager must focus very much on the next match; The sporting director can look ahead and help create a clear strategy. They will be responsible for ensuring a club has the best analysis, research and recruitment departments possible. Most of the time football clubs are judged by the players they sign, but I think they should be judged by the squad they bring in. The club must think: ‘Who will make this team better? Because I don’t know them all.’ It is imperative to surround yourself with the best people because the entire infrastructure is run by people. If you get the squad right, you get the players right and football will follow.
Football has no certainties when it comes to form and injuries, meaning even the best clubs experience slumps and a few poor results can put a manager under pressure. Having a long-term plan can help overcome these problems because often there are knee-jerk reactions, whether it be sacking a manager or overspending on a player that could turn the season around. Short-term thinking often has a negative impact on the club and can be costly in terms of performance and finances.
It is enough to take a look at the clubs with a strong structure to understand how the system works. Manchester City is the best example of this, with Pep Guardiola as head coach, Txiki Begiristain as director of football and Ferran Soriano as general manager. Guardiola often emphasizes the importance of the two being on the same page. Successful clubs that take on this role and work effectively do so collaboratively and move in the same direction, rather than being separated by different elements. It’s hard to attract talented actors when things are going and changing; Consistency is vital.
Clubs need to plan for many possibilities, from the departure of the coach to the need for a new left-back, and a sporting director has the ability to do this. There will be a succession plan for the manager. Graham Potter did a great job for Brighton and when he went to Chelsea Brighton made a good deal and allowed him to move on. It was clear that they had a plan to appoint Roberto De Zerbi and it was a smooth process. In terms of player recruitment, the sporting director will keep an eye on five potential changes for each position in case someone is sold or an upgrade is found. They have time to do in-depth due diligence on potential signings to ensure no stone is left unturned.
It is beneficial for a manager to have someone overseeing performance leave the locker room environment. Coaches can get attached to their players, so they may not be open to signing an upgrade even if someone isn’t performing to their potential. Having a sporting director within reach to give advice is a useful asset.
Meticulous planning doesn’t happen overnight; It takes time to come into force. Clubs need to move away from short-term thinking and the right sporting director could be more valuable than your next signing.