Association of Sporting Directors: Football’s Untapped Competitive Edge
In an era where football clubs operate as complex, multi-billion-pound enterprises, the role of executive leadership has never been more critical.
Beyond tactics and talent acquisition, sustainable success hinges on strategic leadership, adaptability and continuous professional development. Many football leaders struggle to balance their executive duties with the core task of leading people.
The Association of Sporting Directors (ASD) – an organisation founded by football executives – stands at the forefront of this evolution. By equipping leaders with the skills to meet the demands of the modern game, the ASD empowers them to harness the often-overlooked competitive advantage – exceptional people leadership – that can define long-term success in football.
Since its inception, the ASD has supported dozens of its members to implement change that directly improved club culture and performance.
Football’s leadership gap: why great clubs need great leaders
In the relentless storm of elite football – where fortunes rise, empires fall and commercial ambitions fuel the game’s unyielding evolution – executive leadership development remains the forgotten frontier, too often left trailing in the dust of perceived progress.
From Kotter’s blueprint for change to Heifetz’s call for adaptability, the message from leadership research is undeniable – organisations don’t succeed by accident; they thrive when leadership is deliberately nurtured, not left to fate. Isn’t that the holy grail? Define the standard, set the vision and relentlessly ‘get at’ [improving] both.
“Somewhere along the way, executives have been left adrift – deprived of the support and guidance needed to seize the true essence of leadership. Not just authority, not just decision-making, but the genuine, transformative leadership of teams and people,” explained, Dr Daniel Parnell, CEO of the ASD.
“We founded the ASD to support, connect and develop Sporting Directors, those in the role and the future aspiring Sporting Directors across the game,” added, Mike Rigg, founder of the ASD and Academy Technical Director at Birmingham City FC.
“There is a real opportunity to make a big difference in football club culture and performance, and the game in general, by investing in your leadership capabilities.”
What role does the ASD play in addressing this gap? The ASD’s Leadership Institute addresses this gap by providing structured, high-impact leadership development, education and professional learning.
Alistair Milner, Board Director of ASD and partner at Elevate Talent, said: “The Leadership Institute aims to deliver world-class professional development and support for Sporting Directors and aspiring leaders.
“We want to equip them with the skills, tools, knowledge and networks necessary to lead their organisations with distinction and adapt to the evolving demands of the global sports landscape to make a positive impact on their clubs and the broader game.”
Inside the ASD’s Leadership Institute
Alternative Sporting Director MBA An industry-first, this alternative MBA programme redefines executive education in football, integrating real-world insights from leading practitioners with academic rigour. Modules cover:
– strategic decision-making
– talent management, and
– leadership in high-performance environments.
The course leader is globally renowned football leader, Paul Mitchell, who is the current Sporting Director of Newcastle United, formerly of AS Monaco, Red Bull, Tottenham and Southampton.
“We are committed to supporting the talent pathway of aspiring Sporting Directors,” Mitchell said. “They will learn from established Sporting Directors working in elite professional environments at the top of the game, alongside football leaders from around world and leading academics.
“Importantly, our mentorship programme will ensure aspiring Sporting Directors get the support they need to make real progress in their leadership careers.”
ASDonline education
A flexible, digital learning programme of courses on a user-friendly platform that enables Sporting Directors and executives to engage with cutting-edge content on governance, leadership and football operations.
The first two courses introduce the role of the Sporting Director, and the skills and capabilities required to be successful in the role with insights from Manchester United and Leeds United amongst many other clubs.
ASDX: knowledge exchange
A curated programme of 10 workshops annually, designed for both aspiring and established executives to deepen their understanding of leadership, strategy and the ability to tackle contemporary football challenges from player trading to Head Coach recruitment.
The ASDs Leadership Institute also includes Executive Membership which provides exclusive networking across England, Europe and North America, alongside exclusive insights and leadership development insights.
Finally, the ASD hosts a Global Annual Conference, building on the success of the 2024 conference at Chelsea FC, this year’s conference will be at Manchester United FC. This landmark event in the annual sporting conference schedule will bring together thought leaders, executives and academics to discuss the evolving challenges and opportunities in football leadership, with a focus on Sporting Directors.
The ASD model: bridging theory and practice in leadership
The ASD Leadership Institute blends proven leadership models with real-world experience, helping Sporting Directors lead more effectively in the fast-paced world of football. Through small, frequent interventions, peer-to-peer learning, workshops and mentoring – the ASD is committed to supporting lasting positive change in how leaders think and act, ultimately enhancing club culture and performance.
Inspired by Bass and Avolio, we believe the most effective leaders are transformational – those who inspire, challenge and develop their teams, building cultures of innovation and excellence. Senge’s systems thinking further reinforces the interconnected nature of decision-making, a critical perspective for football executives managing complex, multi-layered operations.
Julian Ward, Technical Director, Fenway Sports Group, says: “The ASD is committed to enhancing the pipeline of talented leaders and the future generations of executives who possess the foresight, adaptability and strategic acumen necessary to drive success in an increasingly complex football landscape. From the Alternative Sporting Director MBA to the Executive Membership events, progress is being made.”
As football continues to evolve, its leaders must evolve too. The ASD Leadership Institute is shaping the next generation of football executives – building their readiness to lead with vision, adapt to change, and drive lasting success. Join us and be part of the future of football leadership.
You can learn more about the ASD Leadership Institute here: associationofsportingdirectors.com
Do not hesitate to contact us to learn more: gaynor@associationofsportingdirectors.com
