In Focus: Supporting, Connecting & Developing Sporting Leaders

Providing world-leading and innovative educational opportunities, the Association of Sporting Directors provides a pioneering inclusive environment for leaders to support, connect and develop the global football community.



The Programme

The Association of Sporting Directors (ASD) serves its global membership and continues to grow their support of the broader football ecosystem for the future challenges of the game.


The programme is influenced and informed by the ASD Technical Committee including football leaders such as Paul Mitchell, Dan Ashworth, Rebecca Caplehorn and Mike Rigg.


Whether you are an experienced c-suite professional or someone aspiring to work within the football industry, the programme will provide valuable insights to support your decision-making and journey.


The programme is informed by technical leaders, and underpinned by academic expertise, delivering industry leading education that has been developed to identify, explore and master the role of the Sporting Director, through a highly accessible and quality learning environment.


Alongside this, the ASD provides opportunities for continued professional development including ASDX a unique knowledge exchange series of workshops that can be accessed monthly or annually, complimenting the online education programme of courses related to: Understanding the Sporting Director. You can also join the ASD Global Conference to build your understanding and network.


ASDX: The course that allows you to learn from Sporting Directors

ASDX is a series of 12 certified on-demand professional development sessions, informed and delivered by leading Sporting Directors. The programme is underpinned by academic theory and concepts alongside cutting-edge applied insights.


With a live session each month the programme covers a range of topics which mirror the diverse nature of executive leadership, from the art of negotiation and talent acquisition, to building successful teams and providing comprehensive insight that supports critical reflection and development.


You can find the full programme at: ASDX Programme | (


Online Education: Understanding the Sporting Director

With an overarching theme of ‘Understanding the Sporting Director’ the ASD has committed to developing a series of on demand innovative short courses informed by leaders in the game and academic experts, combined with industry insight from those such as John Murtough (Manchester United FC), Brian Marwood (Manchester City FC) and Victor Orta (Sevilla FC).


The first short course, titled: ‘Introduction to the role of the Sporting Director’ aims to provide greater insight into the role, followed by ‘The Skills and Competencies of the Sporting Director’ with a further five courses to be released throughout 2024.


Undertaking these courses will enable learners to develop their skills in sector analysis, managing competing priorities and self-leadership, provide an overview of the emergence of the Sporting Director role and its wider impact on club structures and operations and provide opportunity to reflect on their own leadership competencies to support their current or future career aspirations.


To access the course please visit: Online Education | (


ASD Global Conference 2024: Stamford Bridge, Chelsea FC May 31st

Open to all, this conference will provide the opportunity to interact, collaborate and network with a diverse audience that is representative of the whole game.


Bringing together football leaders from across the world the ASD Global Conference will provide world-class speakers, outstanding panels and bespoke breakout sessions covering a range of topics including reflections from those operating at the highest level, developing strategic alliances, multi-club ownership, the future of the women’s game, increasing diversity and navigating the path to becoming a Sporting Director.


To view the agenda and book your place visit ASD Global Conference | (


For further information on becoming a member of the ASD further details can be found here:


Image: istock





* indicates required field
General Football Industry Newsletters





Newsletters from fcbusiness






Baltic Publications Limited will use the information you provide on this form to send you the content you have selected above to your email address. Please tick the box below to grant your permission for this:



You are in control. You can unsubscribe or change your preferences at any time by clicking on the relevant links in the footer of any email you receive from us, or by contacting us at We will treat your information with respect. Your information will not be shared, rented or sold to any third party. For more information about our privacy policy please visit By clicking below, you agree that we may process your information in accordance with these terms.


We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp’s privacy practices here.