The Importance of the Director of Football

Why having a long term strategy, overseen by a Director of Football, is key to teams achieving success in the modern game.

Manchester City are dominating the Premier League this season. After a season last year which promised so much but dwindled out, this season Guardiola has responded with some majestic football and extreme dominance of the league. The team has improved markedly from last season, in terms of tactical understanding and the recruitment of key personnel. But this is not just the benefit of a good summer of spending, this is a culmination of years of planning and strategy. Compared to their rivals Chelsea, Man Utd and Arsenal, City have shown the value in having a plan, a strategy and using a Director of Football effectively to achieve their aims. City are ahead of the rest in terms of this, and it's showing. Other clubs need to take note, this is the way forward to achieve success.

Pep Guardiola’s Man City look set to break Premier League records in their pursuit of the Premier League title. It’s been an inevitability for many months now. What they have achieved this season is remarkable; the quality of the football, the intensity of their attacking and defending, the cohesion, the intelligence and their relentlessness. It's been a testament to the coaching quality of Guardiola, a showcase of his beliefs and how these will not be changed, only strengthened, when encountering adversity and doubts. We are seeing a style of football which we've not seen in English football, which many believed couldn't succeed in England. Well, Guardiola is proving those doubters wrong. 

Guardiola has made it a dull season
To be honest it has been something of a disappointing season only because it has become an extremely predictable campaign. The closely fought campaigns always captivate, whether because of the pressure and capitulation of some sides or the final day drama which we saw with Man City in 2012. That was as dramatic as you could get and it made for truly captivating entertainment. It was unquestionably for me the most dramatic 90 minutes of football I’ve seen in the Premier League. Leicester’s win was incredible yet their crowing of Champions, confirmed because Chelsea drew at home took away the emotion somewhat, yet it was a thrilling campaign overall. Unfortunately, the brilliant Pep Guardiola, and I say that without sarcasm, has made this campaign rather dull and boring. There’s no drama, either in the context of the league title or even within the games themselves. 

There has been a few "dramatic" games, coming against Bournemouth – a 97^th minute winner, the late goals against Huddersfield, Southampton and West Ham brought something close to 'drama'. Liverpool’s win over City was a genuinely exciting game. But overall, the games have been far too one-sided. When analysing the brilliance of City, the quality of the players and Guardiola’s tactics/system has been an education and enthralling. But as a contest it’s been quite shameful. Teams have either been thrashed; gifting City too much space and giving up too many turnovers, or teams have just decided to not even both attacking and see what they can get from the game. Either way the games haven’t been brilliant. Seeing the walking defending from Chelsea this past weekend highlighted how bad it has become. But it’s not City’s fault. Chelsea are the reigning Champions, and they approach the game this way? They've lost 1-0 to Man City in both games this season, but these scorelines don't reflect how much City dominated the games. 

A difference in coaching and mentality
City have spent a lot of money yes – which we will get to later. But they haven’t let up, haven’t rested. They’ve been a juggernaut with a mission to dominate, and everyone around just can’t compete. Money may play a part but the key is mentality and coaching. This team is fantastic, it’s coach is incredible and they are playing to a level which could be the best the Premier League has seen. Arsenal's Invincibles and the team of 2001/02 (who were arguably better than the Invincible's) were incredible. Man Utd have had some great sides, perhaps the best one was the 2007/08 side who played some scintillating attacking football. Mourinho’s Chelsea team in 2004-2006 was something special, in terms of being power and being dominant. City are up there with those sides, and while nostalgia usually makes you over-hype teams of the past, there’s a sense with this team that are the best we've seen. To take the next step to greatness they need to create a dynasty, win 2/3 titles back to back. That would showcase how great they are.

Guardiola has answered the critics, embraced his beliefs and silenced the doubters. Even I am amazed what he has done this season. The job he has done is just brilliant. His coaching philosophy, his bravery and trust in his players, the demands he puts on his players and the way he motivates and pushes for more always. No wonder other coaches feel it’s hard to compete. And of course then there’s the money. It’s part of it for sure, not everything though and don’t believe those who think this is solely a success of spending. Coaching and strategy is the key. The money has just enabled the club to allow them to get the best version of the targets they have sought.

A strategy to dominate; now and in the future

Let’s look at the strategy. Since 2008 the owners of Man City have sought to make the club the best in the world. They have made significant investment in the infrastructure of the club and Academy as well as the city of Manchester itself. The City group has sought to buy up clubs across the world, seeking to build a global dominance. It’s quite the project. Some may believe it’s bad for football, a sign of the super club problem and billionaire ownership - they may be right. But you can’t argue against the fact City are delivering. Money doesn’t always deliver success. 

Man City's owners have sought to build a world class club, from top to bottom, and they are achieving it. They’ve attempted to use the Barcelona blueprint as their model and philosophy and have brought in two of Barca’s key executives who helped make the club the best in the world this past decade. Ferran Soriano as CEO and Txiki Begiristain as Director of Football were brought in by Khaldoon Al Mubarak and owner Sheikh Mansour to lay the groundwork to make City the best in the world - and they look set to make it happen. 

Compare this to Chelsea whose owner Roman Abramovich always sought to be like Barcelona, yet has never achieved his dream, even though Chelsea have been successful. There's an argument to say hiring Mourinho laid the foundations for a 'different' approach, which was not going to deliver the style of football Abramovich desired. But it's the people behind the scenes, the executives, that's what's helped City lay the foundations for their aims and vision. Which Abramovich failed to do. Perhaps why the constant turnover of coaches, hired on reputation more so than philosophy or style, is why Chelsea have never been able to actually achieve the dream Abramovich wanted.

Begiristain came in during the 2012/13 season and has slowly laid the foundation for what we are seeing today. Some will argue that Mancini was treated poorly, that Pellegrini too wasn’t given the level of respect his title win deserved, but the key to this strategy has always been the acquisition of Pep Guardiola. It made sense for all parties, bringing back together the team which delivered so much at Barca, the executives who decided to make Guardiola the head coach of Barcelona. 

It was a decision in 2008 which appeared a huge risk at the time - yet one which in retrospect was one of the greatest decisions a club have made. It catapulted Barca to the top of world football, revoltionised the game and gave us as fans the quartet of Busquets, Xavi, Iniesta and Messi – which believe me – without Guardiola would be doubtful if that would be ever seen. He took risks himself, experimented and pushed boundaries. In a world where people often choose to stay safe and not take risks for fear of failure Guardiola asked for me, sought to try new things. People still questioned him, doubted his brilliance, but it was evident this was a special coach. 

His Bayern side were accused of being boring, solely because they were so dominant and their football simply suffocated and dominated the opposition. Boring as a contest but you can’t criticise Guardiola for that. The only criticism which can be aimed at him is that he didn’t win a Champions League in Munich. 

It is interesting to see that both Bayern and Man City have seen Guardiola as the key piece to their vision and goal of world domination. Guardiola came to Bayern to turn the team from successful into creating a legacy, one where their football was renowned for it’s greatness, not just it’s efficiency. And he did it, to an extent. Man City have sought the same thing, and are now on the road to achieving it. Only Napoli can compare with the football being played right now. 

What Guardiola is achieving is not a random occurrence, it is not just a mark of great coaching, but a very strategic vision from the executives to the coach of what true team-building looks like. These guys knew Guardiola was coming in, and so the recruitment strategy was carried out with the knowledge that the coach they wanted was set to join. It allowed to plan and strategise on the 'type' of players which Guardiola would want to build his team around. This team has been built for Guardiola and is therefore a justification of the money spent. 

Find those with great potential - and coach them
You see that while Man City have spent a lot of money – which is unquestionable – in the past few years they have done so intelligently and importantly the signings have worked out. Down to the coaching and planning of the team we are seeing top quality young players excelling and developing into a world class team. People use the excuse of spending a lot of money but have we seen a team spend so much with so little wastage? The signings are proving a huge success. This is where the alignment of recruitment - the right players who fit the profile required - and the quality of coaching - pushing potential to new levels and integrating the talent into a cohesive team structure, is a mark of why the relationship between executive and coach is so important. 

It is clear to see the change in approach with City, of Begiristain’s influence becoming more clear as the strategy has developed. Players like Aguero, Silva and Yaya Toure were fantastic signings which propelled the club forward. But the team was getting old, lacking energy and intensity. A new generation was needed. The plan was clear, find the best young talent and allow Guardiola to make them great. And it’s worked.

The list of players they signed is a wonderful collection of superb young talent. And yes the money has helped, but they’ve bought players with potential, not players who were deemed world class or ‘great’ when signed. It hasn't been so much about bringing in the biggest names "now" but finding talent which can become great. De Bruyne had an excellent season in Germany but questions remained over him when he signed; the transfer paid by City seemed high, people weren't sure if a player deemed "a Chelsea reject" was really worth this outlay. It was ignorant and naive but it highlights that a player who is now deemed the best midfielder in world football was seen as a waste of money. It's the same with Sterling. He struggled at City initially and questions were asked over if the transfer was a flop. But he's answered his critics, learning and progressing under Guardiola.

Leroy Sane was perhaps the most secure of signings in terms of genuine excellence as a player, yet his arrival wasn’t given as much as fanfare – we are seeing how great he is now. John Stones was regarded as a lot of money, now he’s up there as one of the world’s best ball playing centre halves. Gabriel Jesus looks to be one of the most complete forwards in the world - he was relatively cheap. 

This is a group of the world’s most exciting young players brought together with a plan to develop them into a great team. People will argue, well it’s because of the money, or anyone could do that etc. Well why didn’t they then? Other clubs have a lot of money also. And City haven't spend ludicrous money on these players. When Arsenal bring in young potential they don’t reach anywhere near the levels they were supposed to – that’s down to culture and coaching. Chelsea bring in young talent and decide to loan them out and then sell them. What kind of strategy is that? A financial one or a footballing one? City are doing it better than the rest, that's the truth. 

It’s only Liverpool and Spurs who seem to have some sort of transfer and development strategy allied with two very good coaches. You can see what both clubs are seeking to achieve, blending Academy products with young recruits. This may be their "sustainable strategy" as both clubs aren’t blessed with an array of riches with owners willing to lose a lot of money, and so they need to be creative with their finances. Buying and developing young players and selling them for vast amounts eg Coutinho, makes for a good financial model, the test is whether this can translate into success on the pitch. 

Yes all these other clubs are behind City financially and so it is hard to overcome them. With their balance of coaching, recruitment and finances City can be a dynasty. So what about City’s greatest rivals Man United? In terms of financial muscle and competition they can actually match City. But, if you compare the 'strategies'  of the two clubs, especially since Alex Ferguson left the club, you can see the difference. 

The importance of a Director of Football
To be honest since Ferguson and Gill left it has been something of a shambles at United. Yes they’ve won an FA Cup, League Cup and Europa League (and David Moyes won the Community Shield) but the club has lacked direction, strategy and has wasted a lot of money. Compared to City's strategy United is an embarrassment. This is where the role of Director of Football is so key. 

On one hand you have Begiristain, a man who knows football, knows how to lead a top club and has a record of succeeding in this role. Compare that to Ed Woodward. His role may be more like the CEO of the club yet he has overseen the strategy and planning of United since David Gill and Ferguson left. He has been tasked with sorting transfers, has helped the manager at the time in securing deals. Has it worked? The simple answer is no. Woodward has been brilliant at sorting business deals with sponsorship and marketing. United are as profitable as they've ever been. But does that translate on the pitch? 

For the money brought in and the trophies won there is a feeling that United go from one window to the next without a clear path or direction. And this is major concern for the club. What were the purchases of players like Fellaini and Mata if not desperation. It screamed a lack of planning from the club and while both have served the club since they arrived, have they really enhanced the team? Big signings like Di Maria, Memphis Depay, Mkhitaryan and Schneirderlin have already left, what kind of long term strategy is that? Big money has been spent on players who perhaps have already past their best; Matic, Alexis, Schweinsteiger and Zlatan. A lot of wasted money there. For what? Short term gain? 

And then there’s coaching element – have the potentially very good young players bought in developed? We see issues with Pogba, Lukaku, Martial, Herrera and Shaw. All have performed in flashes and while Shaw’s broken leg may have hampered him, there is a sense that players are coming to Old Trafford and not really progressing. Even Rashford looks to have dropped off since coming into the squad. Is it the Mourinho effect? 

It may sound over critical of United and Jose, and perhaps City have just been "lucky" with their signings. But it seems to me that City have planned for what they want to play like, have surveyed the best options available and have sought to have a strict model on buying players based on age and potential. 

Yes their currently second in the league and look to be having a half decent season, perhaps City's anomaly of a season makes others look worse than they really are. But when you watch United you don't see a clear idea of what they are trying to do; in terms of player recruitment and tactics on the pitch. And when you watch them play it looks, random. City have a clear goal, direction and correspond this to a fluid and cohesive playing style. These aspects all need align to work effectively to achieve success.

It may just be that the difference is in the coaching. Any team with Guardiola out of that top six could well be winning this league right now. It’s possible. We are perhaps just witnessing a truly generational coach who is able to get the very best out of his players. But the Director of Football needs to be considered in English football with a lot more belief in the role. A Director of Football now seems fundamental for clubs in a culture where managers don’t last long. Giving the 'head coach' the ownership on transfers may not be a good idea for the long term sustainability of the club. 

A mutual relationship 
For those who have seen what Sevilla achieved with excellent scouting by their Sporting Director Monchi (now at Roma) and you can see what happens when this role is utilised well. The team can succeed on the pitch and the players brought in can be developed and sold for immense profit. 

This position needs to be respected much more in English football. Right now it's seen as a European model which 'won't work in England'. Why not? That fear of something different? A culture which is reluctant to see or embrace change? 

The world of 'management' has changed so dramatically in English football, across all levels, that trusting consistency and continuity which a manager who lasts between 6-12 months seems only to promote a short term model, tends to be a very unsustainable model. And yet clubs still give the 'manager' the reigns. Who will they make decisions in the best interests for? The club or themselves? 

Done right the Director of Football should be someone who is responsible for the medium to long term strategy of the football as a whole. Someone who leads the scouting and recruitment in line with the clubs vision. Perhaps it's best that the Director of Football is in charge of the recruitment of the coach as well as players. It needs to be a role which works with the coach, the better relationship between these two key figures, the more aligned and positive the strategy is.

Klopp’s Dortmund excelled due to their recruitment strategy and model, led by Sven Mislintat Dortmund, who found some excellent talent around the world. Klopp's coaching then made them into excellent players who they succeeded with on the pitch and who the club then sold for profit. Mislintat is now at Arsenal and it appears Wenger’s days of having complete ownership over transfers is over. Arsenal are seeking a new approach, with a new man, seeking to bring something new to the club. It makes sense and is very much overdue.

The key is clearly to get the relationship between Director of Football and coach perfect. Guardiola and Begiristain have that. Mislintat and Klopp had that at Dortmund. Monchi and Unai Emery worked together well at Sevilla. This relationship needs to be seen as such, not as a conflict or a sense of a power struggle and who is in charge. But as a relationship which deals with on field coaching matters (head coach) and off field strategy and recruitment (Director of Football). A marriage of mutual respect. There's been examples of it not working as well, Spurs attempted it with Franco Baldini with mixed results. 

The idea is that the Director of Football has the interests of the club in his mind as well as providing the Head Coach with the tools and support needed to make their job work most effectively. Effectively taking the responsibility of scouting, recruitment and focusing on the long term plans (Academy etc) out of the Head Coach's hands, and allowing them to fully focus on 1st team matters. If they work together this partnership can be fruitful and profitable for all involved. 

Getting that relationship right can benefit the Head Coach in the present while having a long term strategy for the club built for success on and off the pitch. The days of the ‘gaffer’ are over, that one man who oversees it all. Wenger may be the last of that breed, and he is being exposed because of it now. A new generation of coaches are bringing new ideas and methods to the pitch and the importance of the Director of Football has never been greater.

And it’s not just at the elite level where it matters. In fact it may be more important at lower league clubs.

Embracing sustainability and seeking different solutions
Lower league clubs have less money and are vulnerable if over-spending occurs. Bringing in managers who want to spend excessively to achieve goals of promotion and help their own cause of progressing in the coaching ladder can put some teams in vulnerable situations after that manager leaves. Having a Director of Football can provide the balanced approach of sustainability and creative strategies to succeed without causing financial chaos. 

Improving the scouting of non-league football and improving the quality of the Academy system - producing 'your own', can be financially a better approach than buying in players on high wages for relatively large fees. 

What clubs seeking different approaches and creative ways to compete in a very difficult market. Teams like Brentford and Huddersfield have embraced a new model outside the EPPP Academy system - embracing 18-21 Development Squads, seeing the value in analytics and finding talent which has fallen out 'the system'. Their approach may prove to be financially more prudent and beneficial long term. 

A the role of the Director of Football needs to show that they can be skilful and intelligent in a multitude of disciplines, particularly the increase in use of analytics in football as well as being an excellent communicator and negotiator. He should be an important ally for the Head Coach. The key is that both understand their role; if one believes they can do the other role better, conflict ensues. Mutual respect and trust is fundamental. 

In conclusion, Man City are excelling because it's clear that there is a strong relationship between men who have known each other for decades, who respect each other and who have a joined up vision approach makes the strategy at the club all the more possible and probable. City can be accused of 'financial doping' or at the least using aggressive financial power to dominate, but you can't fault that they've developed a strategy and are embracing it fully. Gone are the days where they brought in names for names sake, or bid ludicrous money for players like Kaka. Even the talk of Lionel Messi has subsided. There is a model in place now which points towards building the future, and of developing players who can be great. It's working. 

The Whitehouse Address @The_W_Address