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    Futebol e Educação: Preparar Jogadores para o Futuro

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    Youth football players in pink and white jerseys compete during a training match on a green pitch, with a goalkeeper in the background near the goal.
    Photo by Alliance Football Club on Unsplash

    Por Ruben Figueira & Manuel Jorge

    Introdução

    O futebol profissional tem há muito sido visto como o bilhete dourado, um caminho para a fama, a fortuna e o reconhecimento global. Para muitos jovens atletas, assinar um contrato profissional representa a concretização de sonhos de infância. Contudo, por detrás das manchetes glamorosas sobre contratos multimilionários e transferências recorde existe uma verdade sóbria: demasiados futebolistas terminam as suas carreiras arruinados, desorientados e despreparados para a vida pós-carreira. O paradoxo é doloroso: como é que pessoas que ganham, numa semana, mais do que muitos ganham num ano acabam por não ter nada?

    A resposta reside nos alicerces frágeis de uma carreira futebolística: durações curtas, riqueza súbita, aconselhamento financeiro deficiente e falta de educação. Enquanto o futebol exige um compromisso total dentro do campo, negligenciar a educação fora dele pode revelar-se catastrófico. A educação académica, financeira e pessoal não é apenas um plano de recurso; é uma ferramenta crítica para a resiliência, o empoderamento e o sucesso a longo prazo.

    “A educação académica, financeira e pessoal não é apenas um plano de recurso; é uma ferramenta crítica para a resiliência, o empoderamento e o sucesso a longo prazo.”

    A dura realidade da vida depois do futebol

    A carreira profissional no futebol é surpreendentemente curta. A carreira média na primeira divisão em França dura cerca de quatro anos. Lesões, quebras de rendimento ou a não renovação de contratos podem encurtar ainda mais essas carreiras. A cada verão, até 25% dos jogadores encontram-se sem clube.

    Para muitos, as consequências financeiras são devastadoras. Investigação da XPro revelou que 60% dos ex-jogadores da Premier League declararam-se insolventes dentro de cinco anos após a reforma; estimativas mais recentes fixam o valor mais próximo dos 40%. Em França, as taxas de desemprego entre ex-futebolistas ultrapassam os 15%. Jogadores que antes gozavam de riqueza e fama vêem-se confrontados com dívidas, insegurança laboral e perda de identidade.

    As histórias são tão dramáticas quanto tristes. David James, antigo guarda-redes de Inglaterra, terá ganho cerca de 20 milhões de libras ao longo da carreira, mas declarou insolvência em 2014, leiloando memorabilia para pagar dívidas. Lee Hendrie, médio ex-Aston Villa, perdeu cerca de 10 milhões de libras em investimentos falhados e excessos, sofrendo depressão e declarando insolvência. Ronaldinho, outrora um dos futebolistas mais “marketable” do mundo, tinha alegadamente apenas £5 na conta bancária apesar dos ganhos na casa de dezenas de milhões. Diego Maradona, amplamente considerado um dos melhores de sempre, faleceu com poupanças modestas e dívidas fiscais significativas.

    O colapso financeiro é frequentemente agravado por problemas de saúde mental. Estudos mostram que mais de um terço dos jogadores em atividade apresenta sintomas depressivos. Para os atletas aposentados, o risco é ainda maior, com muitos a apontarem a preocupação financeira como o principal fator a afetar a sua saúde mental. Alguns recorrem a mecanismos destrutivos para lidar com as circunstâncias: jogo, álcool e abuso de substâncias. O fim da carreira pode significar não só ruína financeira, mas também uma crise pessoal profunda.

    Por que a educação importa

    Num contexto tão adverso, a educação emerge como um salvaguarda essencial. Oferece aos futebolistas as ferramentas para navegar a vida tanto durante a carreira como depois dela:

    • Literacia financeira como proteção: Ganhar milhões pouco vale sem saber como os gerir. Muitas insolvências resultam de investimentos desastrosos, esquemas fiscais falhados ou gastos imprudentes. A educação em finanças básicas, fiscalidade, investimentos e planeamento orçamental pode proteger os jogadores da exploração e garantir que a riqueza a curto prazo se converta em segurança a longo prazo.
    • Transição de carreira e identidade: A identidade de um futebolista está frequentemente ligada exclusivamente ao desporto. Ainda assim, a maioria admite não saber o que fará após a reforma. A educação alarga horizontes, oferecendo percursos para treino, gestão, negócios ou áreas completamente novas. Constrói-se, assim, a confiança de que a vida depois do futebol pode continuar a ser gratificante e com propósito.
    • Resiliência mental: Os jogadores que investem em educação estão muitas vezes melhor preparados para a transição inevitável. Atletas com níveis mais elevados de formação parecem menos propensos à depressão durante mudanças de carreira. A educação fomenta adaptabilidade, pensamento crítico e um sentido de controlo — amortecedores essenciais contra o impacto psicológico da reforma.
    • Empoderamento e independência: Um futebolista instruído é menos dependente de agentes, consultores ou entourage. O conhecimento traz consigo a capacidade de escrutinar propostas, tomar decisões informadas e resistir a esquemas predatórios. A educação confere agência: a capacidade de moldar o próprio destino em vez de ser moldado pelas circunstâncias.

    “A educação confere agência: a capacidade de moldar o próprio destino em vez de ser moldado pelas circunstâncias.”

    Lições de programas internacionais

    Apesar das estatísticas serem sombrias, vários países e organizações estão a pioneirar soluções ao integrar a educação na cultura futebolística.

    Países Baixos: o esquema de ponte do CFK Os futebolistas neerlandeses beneficiam de um sistema de pensões único, onde uma parte do salário é poupada no fundo CFK durante os anos em atividade. Na reforma, recebem prestações anuais, proporcionando estabilidade financeira enquanto transitam para novas carreiras. Crucialmente, o esquema é acompanhado por apoio educativo do sindicato dos jogadores neerlandês, permitindo que os atletas frequentem cursos e formações profissionais enquanto jogam.

    Dinamarca: o programa 4player da Spillerforeningen O sindicato dinamarquês oferece apoio holístico através do 4player, orientando os atletas desde as carreiras iniciais até à reforma. Os serviços incluem aconselhamento de carreira, planeamento educativo, colocação profissional e recursos de saúde mental, bem como uma linha de apoio anónima para quem estiver em dificuldades.

    Reino Unido: a PFA (Professional Footballers’ Association) Em Inglaterra, a PFA fornece um dos sistemas de apoio ao jogador mais abrangentes do mundo. Cada membro tem uma bolsa vitalícia de educação até £7.500, que pode cobrir licenciaturas, formações profissionais ou qualificações de treinador. A PFA gere também uma linha de aconselhamento confidencial 24/7 e oferece aconselhamento financeiro, reconhecendo que a riqueza súbita frequentemente conduz a decisões económicas pobres. Para os jogadores dispensados, existem fundos adicionais e programas de recolocação, atenuando o impacto das interrupções de carreira.

    Iniciativas globais da FIFPRO Enquanto sindicato mundial dos jogadores, a FIFPRO lançou projetos como o Mind the Gap, que equipa os atletas com ferramentas para a transição de carreira. Colabora também com universidades para criar programas académicos à medida, como a HBO Academy nos Países Baixos, que oferece licenciaturas em regime parcial desenhadas para atletas ativos.

    Academias de futebol: estabelecer padrões desde cedo Vários clubes integraram a educação nas suas academias. O Sporting CP em Portugal mantém um Departamento Psicopedagógico, garantindo taxas de sucesso escolar acima dos 90% entre os jovens atletas. O Benfica gere um departamento escolar com apoio pedagógico e centros de estudo, integrando a educação no quotidiano de treino. O FC Porto oferece subsídios e aulas de apoio a jogadores de origens desfavorecidas, enquanto o SC Braga chegou a construir a sua própria escola no local. Fora de Portugal, o Altınordu FK na Turquia combina ensino académico com competências de vida como agricultura e línguas, enquanto o Independiente del Valle, no Equador, inaugurou um liceu bilingue dentro do seu campus de treinos.

    Estas iniciativas demonstram que futebol e educação não precisam de estar em conflito. Com estruturas adequadas, os jovens jogadores podem sobressair tanto no campo como na sala de aulas.

    Casos de estudo: sucesso vs. fracasso

    O contraste entre falhanço e êxito nas carreiras futebolísticas é evidente. Ronaldinho e Maradona, apesar dos enormes rendimentos, servem de advertência sobre gastos descontrolados e falta de planeamento. As suas histórias sublinham como a fama e a fortuna podem evaporar sem literacia financeira ou disciplina.

    Por outro lado, jogadores como o capitão do Rio Ave, Vítor Gomes, exemplificam os benefícios de priorizar a educação. Vítor Gomes concluiu uma licenciatura e um mestrado enquanto jogava profissionalmente. A sua trajetória mostra que o sucesso académico não só é compatível com uma carreira futebolística, mas pode também potenciá-la, oferecendo estabilidade, equilíbrio e opções para o futuro.

    A mensagem é clara: a educação faz a diferença entre ser uma manchete trágica e um modelo de sucesso sustentável.

    Carreira dupla: criar uma nova cultura no futebol

    O desafio não reside apenas em oferecer oportunidades educativas, mas em integrá-las na própria cultura do futebol. Durante demasiado tempo prevaleceu a narrativa de que o futebol exige compromisso total, sem espaço para estudos. Esta falsa dicotomia custou o futuro a inúmeros jogadores.

    Ao invés, a educação deve ser normalizada como parte integrante da carreira futebolística. Academias, clubes e sindicatos devem cooperar com escolas e universidades para proporcionar percursos de aprendizagem flexíveis e acessíveis. O sucesso não deve ser medido apenas por troféus, mas também pelo número de jogadores que fazem a transição para vidas pós-carreira estáveis e gratificantes.

    Além disso, os próprios jogadores têm de encarar a educação como um investimento, não como uma distração. A mudança de mentalidade — de “futebol ou educação” para “futebol e educação” — é vital. Programas em Portugal, Dinamarca e Países Baixos mostram que essa mudança cultural é possível e de grande impacto.

    Conclusão

    O futebol é mais do que um jogo; para muitos, é um meio de subsistência. No entanto, sem educação, essa subsistência é perigosamente efémera. As estatísticas sobre insolvência, desemprego e depressão entre futebolistas reformados não são acasos. São o resultado previsível de um sistema que privilegia o desempenho a curto prazo em detrimento do bem-estar a longo prazo.

    A educação oferece o antídoto. Equipa os jogadores para gerir riqueza, transitar de carreira e manter a saúde mental. Empodera-os para tomar as rédeas do seu destino, garantindo que o fim de uma carreira futebolística não signifique o fim da estabilidade ou da dignidade.

    Para clubes, sindicatos e órgãos reguladores, investir em educação não é caridade, é uma necessidade. Ao incorporar percursos de carreiras duplas no futebol, o desporto pode proteger os seus jogadores e preservar a sua integridade. Para os jogadores, abraçar a educação é a forma mais poderosa de assegurar que a glória de hoje não se torna no arrependimento de amanhã.

    O futebol será sempre sobre golos, mas talvez o mais importante seja marcado fora do relvado, na sala de aulas, onde o jogo da vida realmente se ganha.

    What is Branthlete?

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    Branthlete logo with the tagline “The only creative agency in women’s sports” against a blue sky background.
    Branthlete is redefining how women’s sport is seen and celebrated through creativity, storytelling, and purpose-driven strategy.

    In the constantly evolving landscape of modern football, few agencies have captured the spirit of change as precisely as Branthlete. Based in Amsterdam, the creative agency has positioned itself at the heart of women’s sport and is driven by a clear mission: to give women’s sports the stage they deserve.

    The vision: redefining how we see women’s sport

    Branthlete was founded by Frederique de Laat and Derk van Kleeff with a simple yet powerful belief. Despite women’s sport becoming increasingly popular, the way it is marketed and communicated has not kept pace with its cultural rise. Too often, women’s sport is treated as an extension of men’s competitions rather than its own universe with distinct audiences, emotions and values.

    “At Hera United, I noticed how many organizations still use the same approach for men and women,” says founder Frederique de Laat. “But women’s sport attracts a different audience, with different values and cultural codes. That is exactly why we started Branthlete – to put the women’s sport fan at the center of everything.”

    “But women’s sport attracts a different audience, with different values and cultural codes. That is exactly why we started Branthlete – to put the women’s sport fan at the center of everything.”

    From that conviction, Branthlete has grown into a creative powerhouse exclusively dedicated to women’s sport. The agency combines strategy, insight and creativity to build stories that move fans and brands alike.

    Inside Branthlete’s approach

    Branthlete’s strength lies in its ability to merge strategic insight with authentic storytelling. Rather than treating campaigns as mere marketing exercises, the agency creates narratives that connect deeply with audiences and reflect the real culture of women’s sport.

    Their work spans strategy and insights, branding, player communication and creative campaigns. Whether for a football club, a league, a sponsor or an individual athlete, the agency begins by asking a simple question: who are the fans, what drives them and how can a brand earn their loyalty?

    The answer is almost always rooted in authenticity. “Women’s sport is not a trend,” explains co-founder Derk van Kleeff. “It is the future of sport. Eighty-four percent of sports fans say they are interested in women’s sport, but they rarely get to see it. Our job is to make sure they are seen and felt.”

    “Women’s sport is not a trend. It is the future of sport.”

    The Aston Villa Women project

    One of Branthlete’s most recognized projects was its collaboration with Aston Villa Women in England’s Women’s Super League. Ahead of the new season, the agency was invited to help design the club’s fan and community engagement strategy.

    Branthlete began by developing detailed fan personas, studying not only demographics but also motivations and barriers that influence attendance. They explored how supporters consume content and which local communities they engage with.

    The result was a new model of engagement that not only increased visibility but also deepened the emotional connection between players and supporters. Aston Villa’s women’s side entered the new season with a stronger sense of identity and a fan base that felt closer to the team than ever before.

    #TheNapoliFamily: giving Naples a new football voice

    In Italy, Branthlete turned its attention to Napoli Women, launching the campaign #TheNapoliFamily to shine a light on the club’s unique culture. Naples is a city where football borders on religion, yet the women’s team had long lived in the shadow of the men’s success.

    Branthlete sought to change that. Over eleven weeks, the campaign told the story of Napoli Women through the people who make the club what it is – the players, the fans, the families and the staff. The message was simple but powerful: pride, dedication and ambition define Napoli Women just as much as any Serie A team.

    “With #TheNapoliFamily, Napoli Women and Branthlete are creating a new narrative for women’s sport in Italy,” says de Laat. “It is a tribute to the city, the club and a generation of women claiming their place at the highest level.”

    The campaign became a defining cultural moment for women’s football in southern Italy, positioning Napoli Women not just as a team, but as a symbol of identity and belonging.

    Our exclusive interview with Branthlete

    Branthlete has quickly positioned itself at the center of women’s sport. What do you believe makes your agency’s approach stand out compared to traditional sports marketing firms?

    We’ve built Branthlete around one clear belief: women’s sport deserves its own space, its own language, its own strategy, its own spotlight.

    Most sports marketing agencies still treat women’s sport as a side project, or they approach it with the same lens they use for men. We do the opposite. We live and breathe this world every day, we know the players, the trends, the audience, and what’s needed to make the whole ecosystem stronger.

    We’ve also become the thought leader in this space. We don’t just have the knowledge, we actively share it. Whether it’s through strategy sessions, talks or collaborations, we make sure the insights we gather help move the industry forward.

    That’s why our work never just benefits the brand, it also helps grow the sport. We connect brands to stories that make a real difference, and I think that’s why we’ve grown so quickly. We’re not just selling visibility, we’re building relevance.

    You often speak about the emotional connection between fans, players and brands. Can you share how this philosophy translates into your day-to-day creative work and what results it has brought?

    Sport is emotion, but in women’s sport that emotion feels more personal. Fans don’t just admire female athletes for what they do on the pitch, they want to know who they are. Think about it — how much do we really know about Lionel Messi as a person, compared to how much we know about Serena Williams? With Serena, we know her story, her struggles, her values. That makes the connection so much deeper.

    That’s the starting point for everything we do, connection. Every campaign begins with a question, what’s a real challenge in women’s sport, and how can we help solve it with a brand?

    For example, we’re working with one of the biggest supermarket chains in the world on a project that creates more visible female role models in sport. It’s not about ticking a box, it’s about changing what people see when they think of “athlete”. We also create campaigns that inspire younger girls to dream bigger and stay in sport, and that feels incredible to do.

    When you build from emotion and purpose, you create work that people actually remember, and that’s what moves both fans and brands.

    Branthlete has already worked with clubs like Aston Villa Women and Napoli Women. What kind of partners or projects are you most excited to collaborate with next, and what values should those partners share?

    We love working with brands that want to create change, and that choose to do it in women’s sport. The ones that see the opportunity to be pioneers instead of following the crowd.

    Many of our current partners are active in sports but not yet in women’s sports, and that’s where we see the biggest potential. The only thing we ask from partners is that they’re in it for the long run. Women’s sport isn’t a quick campaign, it’s a movement that grows through consistency and care.

    The brands that understand that, and that genuinely want to make an impact, will get so much more out of it.

    Looking ahead, how do you see Branthlete shaping the future narrative of women’s sport in Europe and beyond – not just as a marketing agency, but as a movement for cultural change?

    We want to help shape how people see women’s sport, not as the smaller version but as its own world full of talent, creativity and opportunity.

    We want to keep fighting for equal rights in the sports industry. We want to inspire people through the work we create together with brands, and help move the sport forward by finding new solutions, like how to build female fandom in a way that truly connects.

    There’s still so much space to build, experiment and reimagine things, and that’s what makes this work exciting. We want to create the change, together with the brands and organisations that have the power to do so.

    If in a few years we can look back and see that we’ve helped more girls stay in sport, more fans connect with female athletes, and more brands show up in meaningful ways, then we’ve done our job.

    Who is Hannes Anger?

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    Hannes Anger photographing a football match from the sidelines at FC Carl Zeiss Jena’s stadium.
    Hannes Anger, FC Carl Zeiss Jena’s Content Creator, captures the emotion and energy of women’s football from the touchline.

    In November 2022, behind his camera on a cold afternoon in Jena, Hannes Anger captured a moment that would shape his career. The FCC women’s team had just suffered a narrow defeat to Nürnberg, yet what stayed with him was not the scoreline but the energy, camaraderie, and belief he saw on the pitch. From that day, he knew he wanted to tell the stories of women’s football.

    Hannes Anger, 24, is one of the emerging media professionals in German women’s football. Since October 2022, he has served as Content Creator at FC Carl Zeiss Jena, now entering his fourth season with the club. Following the team’s promotion to the Bundesliga for the 2024/25 season, he also took on the role of Media Officer for Women’s Football.

    His work includes developing the club’s digital and media strategy, producing content around matches and daily activities, and guiding communications during and after the promotion campaign. Alongside his work with the senior team, he also covers the club’s youth sides, such as the U17 team competing in the DFB Junior Cup.

    Beyond football, Hannes is also active in basketball, contributing voluntarily to women’s basketball in Jena, where he helped document the team’s rise to the second division.

    A graduate in Applied Media and Communication Science from TU Ilmenau, where he also worked as a research assistant in media psychology, Hannes combines creative media skills with analytical insight. His goal is clear: to make women’s and youth sport more visible, emotional, and relatable.

    Our exclusive interview with Hannes Anger

    Hannes, you have been working with FC Carl Zeiss Jena for several years. How did you become a Content Creator, and why did you choose women’s football?

    I have always had a camera in my hand. From school projects to university assignments, I taught myself most of what I know. I have always been fascinated by how you can tell stories through images and connect people emotionally with sport.

    During my studies, I needed to complete a mandatory internship and applied to FC Carl Zeiss Jena, initially in the youth department. Very quickly I also started working with the men’s first team, which gave me valuable insight into how a professional club operates. Then, almost by coincidence, I was asked to cover the women’s team one weekend because no one was managing their social media presence at the time.

    My first match was against Nürnberg in November 2022. Despite the defeat, I was struck by the atmosphere, the passion, and the collective spirit. It was the perfect environment to be creative and try new ideas. What made the difference was the trust I received from the coaches, players, and staff right from the beginning. I was welcomed as part of the team, which allowed me to develop my own creative style.

    Over time, I took on more responsibility, especially in social media. I built a more modern, emotional, and fan oriented communication strategy. The club’s Instagram account grew from around 6,000 to over 14,000 followers, a sign that interest in women’s football and our work is steadily increasing.

    Women’s football has fascinated me for years. As a teenager, I followed the national team closely and admired its progress. I never imagined I would one day contribute to that growth myself, but now I can, and it feels incredibly rewarding.

    “What made the difference was the trust I received from the coaches, players, and staff right from the beginning.”

    The FCC women’s promotion to the Bundesliga in 2024/25 was a milestone. How did you experience and document that moment?

    From the start of the season, we felt something special developing. When coach Florian Kästner took over, there was a new sense of energy. I had worked with him before in the youth setup, so there was already trust.

    The final matchday against Hoffenheim II was full of tension. Other results had gone against us, and it was still 0 to 0 late in the game. Then, in the 84th minute, our youngest player, Felicia Sträßer, a hometown girl from Jena, scored the decisive header. The timing was perfect. The day before, I had celebrated my birthday at the men’s team’s cup final win. That goal felt like the best birthday gift imaginable.

    One photo from that moment will always stay with me: Felicia running straight toward my camera after scoring, her face full of joy and disbelief. It captured everything, relief, pride, and emotion.

    FC Carl Zeiss Jena players celebrate a decisive goal during their Bundesliga promotion match.
    FC Carl Zeiss Jena players erupt in celebration after scoring the goal that secured their promotion to the Frauen-Bundesliga. Credits / Hannes Anger.

    Covering that day was both a privilege and a challenge. I knew I could not afford to miss a single moment. Every player had earned her place in that story, and I wanted to make sure it was told authentically. When the final whistle blew, everyone, players, coaches, staff, stormed the pitch. It was chaos, but the best kind of chaos.

    Later that night, we celebrated together in a local restaurant. That time the camera stayed at home. For me, the promotion was not just a professional highlight but a deeply personal one. Having accompanied the team throughout the season, being part of that success was unforgettable.

    You also cover the club’s youth teams. What are the main differences between working with junior and professional players?

    I love working with the youth teams. It is about giving young players visibility and confidence. Every girl dreams of playing for the first team one day, and media coverage can be a great motivation.

    In youth football, you often need more sensitivity. Many players are shy at first, but when they see their photos or videos online, they are proud and excited. The essence, however, is the same at every level, passion, teamwork, joy. Those emotions are identical whether it is the Bundesliga or the U17 Cup.

    A real highlight was our U17 team’s run to the semifinal of the newly introduced DFB Junior Cup last season.

    Your studies in media psychology surely influence your creative work. How do scientific insights help you with content production in sport?

    Before my degree, I taught myself the technical side, how to shoot, edit, and tell stories visually. University helped me understand why certain content works and how people respond to media.

    Media psychology offers fascinating tools. For example, agenda setting theory, deciding which topics to highlight and how to frame them, plays a big role in sports storytelling. In every piece of content, I ask myself: what emotion do I want to evoke? Which narrative connects the team and its fans?

    I try to apply these insights subtly, never in a forced way. Ultimately, it is about creating authentic emotions that reflect what happens on and off the pitch.

    Women’s football in Germany is growing fast but still faces challenges. How do you see the opportunities and hurdles in media work for women’s teams?

    The growth of women’s football in recent years is incredible. Media interest and fan engagement are rising, and that creates huge opportunities. People want authentic insights into the teams and players, not just results but human stories.

    Social media is perfect for that. It allows us to share emotions, behind the scenes moments, and genuine connections between players and fans. Storytelling is key: showing who the players are, what drives them, and how they develop.

    At the same time, there are challenges. Many clubs still have limited resources for professional media work, and building reach takes time. Smaller clubs or youth setups cannot always produce consistent, high quality content. And of course, in an increasingly crowded digital landscape, it is harder to stand out.

    For me, the biggest opportunity lies in creativity and authenticity. I see it as my job to give players a stage, present their achievements, and tell stories that make people care about women’s football, step by step, game by game.

    You also work in women’s basketball in Jena. What similarities and differences do you notice between media work in football and basketball?

    Women’s basketball in Jena has existed for years but does not yet get the same attention as football. It is a sport I personally love because I play basketball myself.

    Last year, the team achieved promotion to the second division, which marked the beginning of an exciting new chapter. I got involved through my football work, people noticed what I was doing and reached out. Since then, I have been helping them, especially at home games.

    Basketball requires a different rhythm, faster actions, different camera angles, and timing. But the principles are the same: capturing emotion, performance, and teamwork. Ultimately, both sports share the same goal, showing the passion of athletes and giving their efforts the visibility they deserve.

    Looking ahead, where do you see yourself in the coming years? Would you prefer to stay in club media work or move toward a broader role in sports communication?

    I want to keep evolving. Sport changes constantly, and that is what makes it so exciting. I definitely see my future in women’s football, it is where my passion lies. I want to continue growing with the team, the players, and the opportunities that come our way.

    In the long run, I can imagine leading a media department or working as a press officer, building a creative team to produce content at an even higher level. But I am not in a hurry. I believe in taking things step by step, just like a team approaching each match.

    For now, I am focused on the next season, on telling stories that matter, and on helping make women’s football in Jena and beyond more visible than ever.

    Morocco’s U20 World Cup Triumph

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    Morocco U20 national team celebrating their FIFA U20 World Cup victory with fans during the open-top bus parade in Rabat.
    Morocco U20 team celebrates their historic World Cup triumph with a victory parade through Rabat. Image courtesy of Abdelmajid Rizko.

    A historic first for the Atlas Cubs

    History was made in Santiago, Chile. Morocco national team defeated Argentina in the FIFA U20 World Cup final, claiming the country’s first-ever World Cup title in all its age categories. Entering the pitch as underdogs, the Atlas Cubs (the name by which they go by in Arabic – أشبال الأطلس), sealed the win in the first half. They left Chile with the trophy, received a heroic welcome back home, and were honored in a Royal ceremony hosted by the Crown Prince of Morocco.

    Morocco national team defeated Argentina in the FIFA U20 World Cup final, claiming the country’s first-ever World Cup title in all its age categories.

    Morocco U20 national team celebrating their FIFA U20 World Cup victory with fans during the open-top bus parade in Rabat.
    Fans line the streets of Rabat to welcome the Atlas Cubs home after their historic U20 World Cup win. Image courtesy of Abdelmajid Rizko.

    The road to glory: conquering football’s elite

    In their first U20 World Cup participation in 20 years, the journey to glory was nothing short of spectacular. Morocco demonstrated their quality by defeating football powerhouses like Spain and Brazil in the group stage, topping what was widely regarded as the group of death.

    Their knockout campaign continued with impressive victories over South Korea in the round of 16, then the United States in the quarterfinals, and France in the semis. The latter proved to be a dramatic affair, with three Moroccan goalkeepers featuring in the same game, and the team winning 5-4 on penalties after a 1-1 draw.

    Throughout the tournament, the Atlas Cubs displayed exceptional tactical discipline, mental fortitude, and unwavering determination, amongst many other qualities. Their character shown on the pitch allowed them to overcome Europe’s and South America’s most established footballing nations.

    Building excellence: the Mohammed VI academy imprint

    This triumph represents the culmination of years of strategic investment and visionary planning by Moroccan football authorities. The Mohammed VI football academy in Salé, inaugurated by King Mohammed VI in 2009, came to reshape national football and produce the next generation of elite players.

    Among the players called up for the U20 World Cup, five regular starters came through the academy: Fouad Zahouani, Houssam Essadak, Taha Majni, Yassir Zabiri, and Yassine Khalifi. A further fact demonstrating the institution’s success in nurturing homegrown talent to compete at the highest international level.

    Together with players born and trained overseas, this symbiotic blend of locally-trained and internationally-developed talent was a fundamental part of this historic campaign.

    This triumph represents the culmination of years of strategic investment and visionary planning by Moroccan football authorities.

    Mohamed Ouahbi: the patient architect of success

    Beyond the academy’s work, the Royal Moroccan Football Federation had also a role to play in the journey leading to the triumph. They pursued an active scouting strategy internationally, recruiting talented players and staff with Moroccan heritage from top European academies.

    Coach Mohamed Ouahbi, the mastermind behind this achievement, is one of those who answered the country’s call a few years ago. Born in Brussels to Moroccan immigrants, he spent 17 years at Anderlecht’s academy, coaching various age groups from U9 to U21.

    During his tenure at Anderlecht, he trained future stars including Youri Tielemans, Romelu Lukaku, Adnan Januzaj, Jérémy Doku, and Leander Dendoncker, and reached the Final Four of the UEFA Youth League in 2015, an unprecedented achievement for the Belgian club.

    Appointed to lead Morocco’s U20 team in March 2022, Ouahbi faced early setbacks. However, he carried on with a philosophy centered around discipline, values, patience, and what he calls “breaking the glass ceiling.” His four years of patient work, nurturing young talents and building a cohesive team, despite early criticism, ultimately delivered Morocco’s greatest youth football achievement.

    From outsider to contender

    This U20 World Cup victory marks a defining moment for Morocco, confirming the nation’s status as a serious contender on the global stage. Following the senior team’s historic run to the 2022 World Cup semifinals in Qatar, this youth triumph demonstrates that Morocco’s football renaissance is not a fleeting moment but a sustained transformation.

    Moroccan U20 players celebrate their World Cup victory atop the champions’ bus.
    Fans and players unite in celebration, marking a new era for Moroccan football. Image courtesy of Abdelmajid Rizko.

    As Ouahbi himself noted, what Walid Regragui achieved in Qatar “paved the way for future generations,” breaking mental barriers and proving that Moroccan teams belong amongst the world’s elite, a football nation definitely to be reckoned with.

    Who is Laurent Courtois?

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    Laurent Courtois coaching CF Montréal during an MLS match, giving instructions from the touchline.
    Laurent Courtois, head coach of CF Montréal, guiding his team during an MLS match.

    Lyon Roots and Coaching Foundations

    Laurent Courtois, head coach of CF Montréal, was born in Lyon and shaped by one of France’s most respected football academies, Olympique Lyonnais. Street football and OL’s emphasis on technical repetition, duels, and intensity forged his philosophy early. “Lyon is a fantastic pool of talent,” Courtois says. “We learned skill, competition, and mental toughness.”

    After his playing career in Europe and the U.S., he moved into coaching at Lyon’s academy. There, he learned the importance of communication, structure, and supporting players beyond the pitch. “It’s not about me performing anymore; it’s about helping every player be seen at their best,” he explains.

    “It’s not about me performing anymore; it’s about helping every player be seen at their best.”

    Coaching Growth and Move to North America

    Driven by curiosity and ambition, Courtois left France to explore new challenges in Major League Soccer. He worked across the U.S., from California to Ohio, gaining experience managing diverse rosters. “We had about 13 nationalities,” he recalls. “Players want to play, and fans want to make the playoffs, that’s the same everywhere.”

    Courtois was attracted by MLS’s commitment to player development. “In North America, athletes are recognized and valued,” he notes. “In Europe, they can sometimes be stigmatized by opinion.”

    CF Montréal and Coaching Philosophy

    When Courtois joined CF Montréal, he quickly adapted to the club’s unique environment, and the challenges of the Canadian winter. “We had to take the bus to train on turf and waited a long time to see grass,” he laughs. “But I liked the club’s identity and the city’s passion.”

    Promoted to first-team head coach, Courtois applied his developmental principles at the professional level. Despite a young roster, injuries, and international call-ups, he guided Montréal to eighth in the Eastern Conference, emphasizing adaptability and intelligent pressing. “I couldn’t press as vertically as I wanted, so we set up more pressing traps,” he says.

    Tactical Identity and Methodology

    Courtois’s teams are known for an aggressive, possession-based style focused on tempo control and collective intensity. His training sessions mirror real match conditions, using repetition and situational drills to prepare players for decision-making under pressure.

    He believes in synchronized development across all club levels, a “one-identity” model ensuring tactical alignment from academy to senior team. “It’s about structure but also about allowing players to express themselves,” he says.

    “It’s about structure but also about allowing players to express themselves.”

    Vision and Future Goals

    After years in Europe and North America, Courtois sees himself as part of MLS’s evolution. “Infrastructures here are exceptional,” he notes. “Even reserve teams have incredible tools.” He remains open to future challenges in Europe but stays focused on MLS. “I’m an American citizen now, and with the World Cup coming, I want to be here.”

    A Modern Coach for a Modern MLS

    Laurent Courtois’s journey from the youth academies of Lyon to Major League Soccer reflects a new generation of coaching, one built on identity, development, and intelligence. His blend of European methodology and North American innovation continues to shape CF Montréal and the next wave of MLS talent.

    Laurent Courtois sharing a moment with another coach before a CF Montréal match at Stade Saputo.
    CF Montréal head coach Laurent Courtois before a match at Stade Saputo, reflecting his collaborative and respectful approach to coaching.

    Our exclusive interview with Laurent Courtois

    What were your first impressions upon joining CF Montréal, the club structure, ambitions, and football culture in Canada?

    I wasn’t expecting such a long winter, which forced us to take the bus to train on turf whenever we weren’t playing away. It took a long time before we could finally see grass. The infrastructure is actually a former firefighters’ building; I liked it! Montréal soccer is caught between the city’s hockey legacy and the star system created when Didier Drogba made a lot of people dream.

    What drew you to take the CF Montréal manager role (senior team) after years of working with youth and reserves? How did you adjust your coaching style or expectations in that transition?

    I was excited to apply my concepts at the MLS level. I was proud to finish 8th in the Eastern Conference, being among the top teams despite having a very young roster, injuries, and many players away for the Gold Cup. I couldn’t press as vertically as I wanted, so we set up more pressing traps instead.

    What are some cultural or logistical adjustments you’ve had to make coaching in the US/Canada versus what you were used to in France/Europe?

    We had one of the most diverse rosters, about 13 nationalities. I’m used to managing players from all over the world now, with experiences in Europe, California, Ohio, and now Quebec. At the end of the day, it’s the same everywhere: players want to play, and fans want to make the playoffs.

    You were born in Lyon and spent part of your playing (and coaching) beginnings there. What aspects of Lyon’s football culture have most influenced your philosophy as a coach?

    Lyon is a fantastic pool of talent. We played in the streets and learned to dribble. OL taught us technical repetition, duels, intensity, and the mental toughness required to handle competition.

    How did your experiences in Lyon’s youth academy (both as a player and later as a youth coach) teach you about developing talent?

    As players, we all wanted to play and take care of our loved ones. A lot of internal pressure can come from that. Nowadays, with social media and agencies, it’s even more intense. Our role as coaches is to support mental health and provide a sense of safety.

    What were the biggest lessons or challenges you faced when shifting from player at Lyon to working with youth or reserve sides?

    It’s not about me performing well anymore; it’s about helping every player be seen at their best, making sure each staff member is heard, and synchronizing all departments while managing media, fans, and ownership. It’s a 24/7 job.

    What motivated you to move from coaching in Europe and working in Lyon to coaching in the United States? Were there specific opportunities that drew you?

    Growth and curiosity made me want to discover something new. MLS was appealing because of its efforts to bridge the gap in player development. Also, athletes are valued here, whereas in Europe they can sometimes be stigmatized by public opinion.

    How did the coaching landscape in the US compare with that in France when you arrived, in terms of player development, facilities, culture, or expectations?

    People like Fred Lipka and Jérôme Meary at MLS, or Didier Chambaron and Barry Pauwels at US Soccer, have changed the game for coaches, sporting directors, and academy leaders. In terms of infrastructure, North America is far ahead; even reserve teams have incredible tools and resources.

    After gaining experience in both Europe and North America, what do you see as your next step in coaching? Do you aspire to return to Europe, stay in MLS, or explore another challenge?

    I want to coach at the highest level. Of course, MLS is my priority; I’m an American citizen now, and with the World Cup coming, I want to be here. With my UEFA Pro License soon validated, I want to be ready if an opportunity arises in Europe one day.

    Return of Promotion and Relegation in Mexican Football

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    Estadio Azteca during Club América vs. Necaxa match in Liga MX, August 2023.
    FromMorningToMidnight, CC0, via Wikimedia Commons

    Introduction

    Originally, Liga MX (the top tier) and Mexico’s second tier (now called Liga de Expansión MX) had the traditional system: at the end of each season, the worst-performing teams in Liga MX would be relegated, and the top teams from the second division were promoted.

    In 2020, amid the COVID-19 pandemic and its economic fallout, an agreement was reached that suspended promotion and relegation for a period of six seasons. The goal was to give clubs in both tiers time to stabilize financially, build infrastructure, and adapt to the uncertainty caused by the pandemic.

    In 2020, amid the COVID-19 pandemic and its economic fallout, an agreement was reached that suspended promotion and relegation for a period of six seasons.

    As part of that arrangement, clubs in the second division received financial support (“stabilization”) and certain guarantees, though with the trade-off that they could not ascend to the top flight for the duration agreed.

    The push to bring it back

    A group of clubs from the second division (Liga de Expansión) began pushing for the reinstatement of promotion/relegation earlier; they argued that the promise or expectation was that the suspension was temporary, and they needed to know when and how it would end so they could plan (financially, infrastructure, etc.).

    On May 19, 2025, 10 second-division clubs filed an appeal with the Court of Arbitration for Sport (CAS) against the Mexican Football Federation (FMF), seeking to restore promotion-relegation earlier than the end of the original six-season period. Some of those clubs later withdrew, leaving six (Atlético La Paz; Atlético Morelia; Cancún FC; Mineros de Zacatecas; Venados; Leones Negros de la U. de G.) to continue.

    The CAS decision

    CAS ruled that promotion and relegation will not return in the 2025-26 season, because FMF had made clear from the original agreements (the 2020 suspension) that the six-season break was to last through that period, ending with the 2025-26 season. CAS confirmed that promotion and relegation must be reinstated for the 2026-27 season. Thus, we have certainty: 2026-27 is the start date for the return of pro/rel.

    CAS confirmed that promotion and relegation must be reinstated for the 2026-27 season.

    Key conditions & requirements for promotion

    While promotion and relegation will return, they likely won’t look identical to how things worked before suspension. Some of the important requirements or changes being discussed:

    Certification / eligibility criteria

    Clubs in Liga de Expansión MX wanting promotion will have to meet certain standards. Historically, this has included things like financial stability, appropriate stadium capacity, adequate infrastructure, business planning, etc.

    Financial solvency

    There’s reporting that aspiring clubs will need significantly improved financial backing, for example some sources suggest minimum equity (assets/net worth) requirements, possibly revolving credit lines, and demonstrating they can sustain operations at the higher level.

    Infrastructure / stadium requirements

    Venues must meet certain size and standard requirements (e.g. capacity, facilities) to host top-flight matches. Similarly, organizational and business practices may be audited.

    League size & structure

    There is discussion of expanding Liga MX from 18 teams to 20 teams, which may affect how many teams are promoted or relegated, and possibly moderate the impact on clubs by spreading out the adjustment period.

    Conclusion

    The restoration of promotion and relegation to Liga MX for the 2026-27 season is now assured by the CAS decision. However, it won’t be a simple reinstatement of the old system, significant standards will need to be met by second-division clubs, and there will be structural changes (league size, certification, financial and infrastructure requirements).

    From the pause in 2020 through legal battles and negotiations, the landscape is shifting toward a more regulated, merit-based, but also more demanding version of promotion and relegation. Clubs, fans, and federations all have time in the next season to prepare for what should be a more competitive and dynamic Mexican football ecosystem.

    Top 5 Sports Marketing Campaigns Ever

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    The Nike swoosh logo on a patterned wall, symbolising one of the most iconic sports marketing brands in the world.
    Photo by wu yi on Unsplash

    Sports marketing is about tapping into human emotion, culture, and aspiration. Here are five campaigns that elevated brands through powerful storytelling and athlete partnership.

    1. Nike – “Just Do It” (1988 – Present)

    This three-word mantra captured hearts and inspired action across the globe. Launched in 1988, Just Do It propelled Nike’s North American athletic footwear market share from 18% to 43%, boosting annual global sales from approximately $877 million to $9.2 billion by 1998.

    Years later, Nike revived its game-changing momentum with the Dream Crazy campaign featuring Colin Kaepernick. The brand’s market value surged by around $6 billion, despite early criticism. Nike’s online sales spiked 31% over the Labor Day weekend compared to the previous year, while short-term site traffic jumped even higher.

    Takeaway: A simple, emotionally compelling message supported by cultural courage can transform a brand’s global trajectory.

    2. Gatorade – “Be Like Mike” (1991)

    This campaign cemented athlete star power in sports marketing history. Featuring Michael Jordan, it prompted a leap in Gatorade sales, from $83 million to $120 million within a year of launch. By 1989, Gatorade held $450 million in annual sales, nearly the entire U.S. sports drink market.

    Takeaway: Aligning with an aspirational athlete can elevate a product from functional to iconic.

    3. Adidas – “Impossible Is Nothing” (2004 & Relaunched 2021)

    This campaign redefined Adidas’s brand identity, shifting the tone from performance-driven to emotionally resonant and inclusive. Featuring legends like Muhammad Ali, Lionel Messi, and Beyoncé, it ran in 50+ countries, earned over 1 billion social views, and generated 18 million social engagements.

    Originally, the tagline helped Adidas increase U.S. sales by 11% in 2004 and boosted their cultural relevance, helping secure placement as a top-3 sportswear brand.

    Takeaway: Deep storytelling that connects emotionally and inclusively can reshape brand image for a new mainstream.

    4. Red Bull Stratos – World Record 2012 Skydiving Stunt

    This was sports marketing redefined. Felix Baumgartner’s leap from the stratosphere (nearly 24 miles high) drew an estimated 8 million concurrent YouTube live viewers, powered global broadcast, and delivered 300 million video views across platforms during the event.

    Takeaway: Creating a once-in-history moment, external to sport, but rich in performance and adrenaline, can deliver unmatched brand visibility and engagement.

    5. Nike – “Dream Crazy” (2018)

    Beyond the financial impact already mentioned, Dream Crazy increased Nike’s social mentions by up to 170%, earned $163 million in media value, and won the Cannes Lions Grand Prix for creative effectiveness.

    By tying moral conviction to brand identity, Nike aligned with younger generations. Among Gen Z, 75% said they were more likely to support Nike after the campaign.

    Takeaway: When brands take a stand aligned with their audience’s values, even amid backlash, authentic connection, loyalty, and commercial returns follow.

    How Brands Use Sports and Athlete Ambassadors to Connect with Consumers

    The most successful campaigns in sports marketing history share a common thread: they use sport, and the personalities within it to create an emotional connection with consumers. This is where sport becomes the bridge between a brand and its audience.

    Sport as a Universal Language

    Sport cuts across borders, demographics, and cultures. Whether it’s Michael Jordan inspiring kids in every corner of the world or Lionel Messi’s story of perseverance resonating far beyond football, sport has a unique ability to unite people in shared moments of triumph, heartbreak, and aspiration. Brands understand this power and use it to position themselves as part of the same story. Nike’s Just Do It worked not because it talked about shoes, but because it spoke to the universal human experience of facing challenges and pushing through them.

    Athlete Ambassadors as Cultural Icons

    When brands choose athlete ambassadors, they’re investing in cultural influence. Athletes bring their own following, credibility, and values, which can amplify a brand’s message far beyond traditional advertising. Michael Jordan’s partnership with Gatorade was about aligning with a man who personified excellence, determination, and aspiration. That emotional association transferred directly to Gatorade’s image, making it not just a drink for athletes, but the drink for anyone who wanted to “be like Mike.”

    Storytelling Beyond the Product

    The most impactful sports campaigns rarely focus on product features. Instead, they tap into personal stories—overcoming adversity, breaking records, defying expectations. Adidas’s Impossible Is Nothing campaign, for example, told the stories of athletes like Muhammad Ali and Lionel Messi, connecting the brand to ideas of resilience, self-belief, and possibility. Consumers were buying into a mindset.

    Values and Cultural Alignment

    Modern consumers, especially Gen Z and Millennials, expect brands to stand for something beyond profit. Nike’s Dream Crazy campaign with Colin Kaepernick was a calculated risk that paid off because it aligned with the values of its core audience, social justice, equality, and courage in the face of criticism. By connecting through shared values, brands can create loyalty that goes beyond product choice and becomes part of a consumer’s identity.

    Creating Unforgettable Moments

    Some of the most powerful campaigns involve creating moments that people will remember for years. Red Bull’s Stratos jump is a prime example, it wasn’t tied to a single sport, but it embodied the brand’s positioning around pushing human limits. These moments become part of cultural memory, with the brand permanently attached to the achievement.

    Emotional Ownership and Long-Term Loyalty

    When a brand consistently connects through sport in an authentic way, consumers begin to feel emotional ownership over it. They aren’t just customers; they’re participants in the brand’s journey. This emotional investment translates into long-term loyalty, people choose the brand not because it’s the cheapest or most convenient option, but because it represents something they believe in.

    Conclusion

    The greatest sports marketing campaigns succeed because they go far beyond selling products, they sell a feeling, a story, and a set of values that consumers want to be part of. Sport offers an unrivalled platform for this kind of connection, with athletes acting as living embodiments of determination, ambition, and resilience. When brands harness these qualities authentically, they tap into a deep well of cultural relevance and emotional resonance.

    From Nike’s enduring Just Do It to Red Bull’s record-breaking Stratos jump, these campaigns prove that the combination of powerful storytelling, authentic athlete partnerships, and a clear alignment of values can create moments that live in the public consciousness for decades. The message is clear: when sport and marketing come together with purpose, they inspire action.

    How Player Care Is Changing Modern Football

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    Coach giving tactical or emotional advice to a football player on the sideline during a match, symbolising player support.
    Photo by Jeffrey F Lin on Unsplash

    In a game increasingly defined by billion-euro transfers, advanced analytics and global scouting networks, one of football’s most important revolutions has flown under the radar: the rise of Player Care. Every department in modern clubs, from performance analysis to medical teams, has undergone a transformation. Yet the human side of the professional life, the daily personal, social and emotional scaffolding for players, is only now receiving serious recognition. In the era of high pressure, international mobility and ever-rising expectations, Player Care has become not just a nicety but an essential pillar of sustainable sporting success.

    From logistics to holistic care

    The earliest incarnations of Player Care were modest: a club liaison organising housing, transport and paperwork for a young signing, perhaps helping with immigration or a driver’s license. But even then the cracks were visible. Many players arriving from abroad, or stepping up from youth to senior squads, found themselves navigating unfamiliar cities, languages, social isolation and personal stress, often without structured support.

    Take the story recounted by Hugo Scheckter, one of the field’s leading practitioners. He described a young foreign signing whose wife had spent six months in a flat, isolated and unable to drive or speak English – and ultimately the player left the club for a fraction of his transfer fee. “That was 100% on me,” Scheckter later reflected. Those missed details were not “nice extras” but part of the performance equation. From these early mis-steps emerged a broader awareness that players are more than athletes, they are individuals with complex lives.

    “Those missed details were not ‘nice extras’ but part of the performance equation.”

    Modernising the discipline

    Today’s clubs are rewriting the rule-book. Player Care is no longer an add-on, it is a formal discipline, with dedicated teams staffed by specialists in psychology, welfare, transition and relocation. The UK has led the way; the organisation The Player Care Group (TPCG) was founded in 2020 to audit, train and build Player Care departments across top clubs.

    Clubs such as Brighton & Hove Albion have built integrated welfare programmes stretching from academy age up to first team, as noted by emotional-welfare specialist Sue Parris: “Player Care is broadly logistics, personal development, welfare… until you realise how many young people are living away from home for the first time, getting injured, losing networks.”

    The shift is clear: performance and wellbeing are inseparable. A club might boast the best medical or strength-conditioning teams, but without strong Player Care, cultural or mental breakdowns can erode squads faster than any injury. Arsenal’s academy manager Per Mertesacker put it plainly: “This is a football club but this is so much more than just kicking a ball around.”

    Global expansion and competitive edge

    While the UK market may have set the tone, the concept is now spreading rapidly. As clubs scout globally, bringing players from every corner of the planet, the need for support systems that cover relocation, cultural adaptation and off-pitch life has become urgent. In women’s football, Player Care is gaining traction: for example, the partnership between Kitman Labs and the Women’s Super League (WSL) to provide a unified welfare-and-performance platform across clubs illustrates the new standard.

    In a market where a top club’s name must become attractive to players and their families, a robust Player Care infrastructure is increasingly a competitive advantage. Clubs that get this right don’t just land the signing, they enable the thriving of that player with fewer disruptions, faster adaptation and more stable performance.

    What’s next for player care?

    Looking ahead, four key developments promise to shape the next chapter of this field:

    • Data-driven wellbeing monitoring – Longitudinal tracking of players’ off-pitch adaptation, family welfare and personal metrics will allow clubs to intervene proactively rather than reactively.
    • Career-transition planning – Beyond the active playing years, more clubs are building pathways for life after football, integrating education, personal-development workshops and post-career support. This reflects broader definitions of Player Care beyond the “here and now”.
    • Standardisation and accountability – With agencies like UEFA and federations embracing holistic welfare definitions (see FIFA’s “player care refers to both short and long-term wellbeing…”). There is growing pressure for minimum standards and auditing of clubs’ obligations to players.
    • More attention to women’s football and youth transitions – As the women’s game professionalises, providing structured Player Care from the youngest ages becomes a differentiator. The same applies in academies: early-career mobility demands strong transition support.

    “The shift is clear: performance and wellbeing are inseparable.”

    Why this matters beyond the field

    The value of Player Care extends beyond being “nice to have”. When properly implemented it reduces risk: of failed transfers, early drop-outs, reputational damage and under-performance. Teams may win trophies partly because their players feel supported off the pitch. It creates an environment where resilience, stability and humane treatment feed performance.

    At a time when football is under scrutiny, fixture congestion, international call-ups, mental-health stories, the department that sits between performance and welfare is quietly rising in importance. The clubs that treat it as peripheral may find themselves left behind.

    Closing reflection

    Player Care may not make headlines, but it is quietly becoming one of football’s most important departments. In an industry built on raw talent, big money and global mobility, the person behind the shirt still matters most. Those individuals thrive when they are treated as people, not just assets.

    The future belongs to clubs that understand that the best player support doesn’t just happen in the gym, the treatment room or on the pitch, it begins in the home, the settling-in week, the late-night call, the career conversation. Because modern football isn’t just about performance. It’s about people. And Player Care is the next frontier.

    The Mjällby AIF Miracle: Sweden’s Small Giant

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    Entrance of Strandvallen Stadium in Blekinge, home ground of Swedish football club Mjällby AIF
    The entrance to Strandvallen, home of Mjällby AIF. A symbol of local football spirit in Sweden’s Blekinge region. (Adville, CC0, via Wikimedia Commons)
    Imagine this… They have no money, no fancy facilities. No million-dollar transfers, no “brand value” discussed day and night on TV. Yet from a tiny Swedish town, a team emerged… Its name: Mjällby AIF. And it defeated the giants of an entire nation one by one, writing history.We call it a “miracle,” but in truth, there is no miracle here. There is proper planning. There is smart management. There are people who still love football as football.Today, in our part of the world, football is no longer a game — it’s something beyond that. Chairman-centered boards, millions of dollars spent aimlessly and without a plan… And when you look at this picture, it breaks your heart.

    But in a quiet, rainy corner of Sweden, a handful of people came together just to keep their club alive. They saw football not as a source of profit, but as a shared belief. Their budget is small, but their conscience is enormous. They learned not just to win, but to deserve winning.

    Club president Magnus Emeus says: “We didn’t come here to manage the club, we came to serve it.”

    Such a simple sentence, isn’t it? But if someone said that here, people would laugh. Because here, an executive performs not for the stands, but for the cameras. Here, success is measured not by how many trophies you won, but by how many contracts you secured.

    What Mjällby achieved is not just a championship. It’s a reminder. A reminder that football can still be a product of effort, honesty, and planning. That somewhere out there, the soul of the game still lives on.

    And look — after that championship match, the fans didn’t storm the pitch, break seats, or light flares. They just cried. Out of joy because their faith had been rewarded. Because they knew: this success didn’t come from anyone’s pocket… it came from a community’s sweat and devotion.

    If you truly love football and play it with good intentions, the game itself will reward you in the long run.

    Sweden’s little Mjällby taught a lesson to our grand leagues, our million-dollar budgets, our giant stadiums, our glittering “vision” presentations:

    “If you truly love football and play it with good intentions, the game itself will reward you in the long run.”

    But of course… no one here would understand that because here, everyone believes success is measured only in money.

    So, where is this town? Who are these people?

    “For us, football is a way of life. It wasn’t money, but faith that brought us here.”

    Mjällby is a tiny place in southen Sweden, near the town of Sölvesborg in the Blekinge region. Its population? Only 3,000. That’s about the size of an apartment complex in Istanbul. But these 3,000 people have kept their club alive for generations, like breathing.

    The club was founded in 1939 by a group of fishermen and carpenters. Its colors, yellow and black, symbolize the hope of the sun and the toil of labor. They play their matches in the nearby city’s small Strandvallen Stadium, which holds just 7,000 people — but it’s packed every single game. There are no businessmen, no politicians, no profiteers in their management. Only local people who believe in belonging to a club.

    Their budget is at least ten times smaller than that of Sweden’s giants like Malmö. But their squad is built on mutual belief. Coach Anders Torstensson has been with the club for ten years. He didn’t leave, didn’t run away — he endured. In other words, he wasn’t fired!

    President Magnus Emeus says again: “For us, football is a way of life. It wasn’t money, but faith that brought us here.”

    And yes… The yellow-and-black boys of this small town have now humbled all of Sweden. They didn’t buy their championship — they earned it. They may have lifted the biggest trophy in their history, but more importantly, they held up a mirror to the conscience of the football world.

    The Mjällby miracle is just a reminder: Football can still be beautiful as long as it’s driven not by profit, but by belief.

    What is WFS Madrid?

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    Close-up of WFS Madrid 2025 event lanyards featuring Altitude Search branding.
    WFS Madrid 2025 brought together leaders and visionaries from across global football for its largest event to date.

    After three years away, World Football Summit returned to Madrid and it did so in record-breaking fashion.

    With more than 2,500 attendees, 120 speakers, 35 panels and sessions, and 45 exhibitors, this year’s edition became the largest WFS event to date, reaffirming Madrid’s role as a global capital for the football industry.

    Over two days, WFS Madrid gathered senior leaders from across the ecosystem to address both headline issues and long-term challenges. The debate around LaLiga’s proposed match in Miami sparked contrasting views on the globalization of domestic competitions, while other sessions focused on how to keep football competitive in an era of accelerated change and increasingly fragmented audiences.

    Among the prominent voices shaping the discussion were Fernando Carro (CEO, Bayer Leverkusen), Peter Moore (former CEO, Liverpool FC), Rafael Louzán (President, Royal Spanish Football Federation), André Amaral (CEO, Liga Portugal), Chris Davis (CMO, New Balance), Luca Percassi (CEO, Atalanta BC), Lise Klaveness (President, Norwegian FA), and Nadine Kessler (Director of Women’s Football, UEFA).

    Together, they explored how innovation, inclusivity, and a renewed focus on the fan experience can ensure that football remains both a thriving business and a powerful cultural force.

    World Football Summit also reaffirmed its global commitment to gender balance and representation, surpassing its long-standing pledge for at least 30% of female speakers (a goal achieved and exceeded at WFS Madrid, where women represented 32% of all speakers).

    Beyond the debates and networking sessions, the summit also featured cultural and social highlights, including the WFS Industry Awards, celebrating excellence and leadership across global football, and an exclusive photography exhibition by renowned artist Madeleine Penfold, capturing the beauty, emotion, and diversity of the game.

    The World Football Summit always strives for more. With Madrid setting a new benchmark, they’re already gearing up for our next chapter — WFS Riyadh, taking place on December 10–11 in Saudi Arabia.