UCFB Future Sport Magazine 2020 by ucfbsport

D E V E L O P I N G T H E N E X T G E N E R AT I O N O F L E A D E R S F O R T H E B E S T B U S I N E S S E S I N S P O R T Future Sport 2020

It was important for me when becoming a coach to park the ego of being a player. STEVEN GERRARD

Exclusive interview with the Rangers manager ROY KEANE on player power PAUL SIMPSON on winning the World Cup Word hard, play hard Jess Holland and Georgia Stevens on balancing their studies with a playing career Also insideâ&#x20AC;Ś

Rise of retro How vintage football shirts came to dominate the stands Going global UCFB gear up to launch global study hubs in the US, Canada and Australia

YOUR CAREER IN FOOTBALL AND SPORT A world ďŹ rst in higher education, University Campus of Football Business (UCFB) is dedicated to the delivery of university degrees in the football and sports industry that prepare students for a life within the global multi-billion pound world of sport business.

UCFB WEMBLEY STUDENTS AT THE HOME OF ENGLISH FOOTBALL

With state-of-the-art facilities at campuses in London and Manchester, and a range of sector-leading industry partnerships connecting students with work placements at hundreds of sports organisations, the UCFB approach gives you the best chance of a successful career upon graduation. Find out more about the degrees on offer at UCFB and how to apply by calling +44 (0) 333 2417 333 or visit ucfb.com. www.ucfb.com /ucfb @ucfb @ucfbuk UCFB TV

UCFB ETIHAD CAMPUS WAS OPENED IN 2016

UCFB UK CAMPUSES

UCFB GLOBAL STUDY HUBS

T: +44(0) 333 2417 333 E: info@ucfb.com

WELCOME

THE FUTURE OF SPORT IS HERE T

hank you for picking up the latest issue of Future Sport magazine, a publication dedicated to shining a light on the excellent work of UCFB’s students, graduates, staff, partners and guest speakers, and how they are driving forward our exciting industry. 2019 proved to be one of the most exciting in UCFB’s short but eventful life, with groundbreaking progress being made for our students at home and abroad. As well as opening new learning facilities in London and Manchester, the biggest news came when we were ﬁnally able to announce our plans to take students to some of the biggest sporting cities in the world through our global study hubs. Throughout 2020 and beyond, this opportunity will allow students to expand their network and knowledge of sport in New York, Atlanta, Toronto and Melbourne – something you can read about in great detail in this magazine. As well as for UCFB, 2019 proved to be a memorable year across British sport and 2020 should deliver more of the same. Cricket will be in the headlines in 2020 when The Hundred competition launches this summer, something we explore in more detail in this edition. Rangers boss Steven Gerrard will also be hoping that 2020 is a year to remember. Our cover star is the man in charge of unseating Celtic as Scotland’s dominant force, and in our exclusive interview he tells us the challenges he has faced as a new manager. We also chat with World Cup winner Paul Simpson and serial winner Roy Keane, two men who know exactly what it takes to be successful. Their insight is invaluable. As a director at Burnley FC, my colleagues and I are proud of the balanced ship that we run. We know we do things differently, but with knowledge, understanding and leadership, Burnley is a model that others can follow. It’s those same skillsets that make UCFB students and graduates stand out from the rest. Enjoy the read!

BRENDAN FLOOD CHAIRMAN & CHIEF EXECUTIVE OF UCFB DIRECTOR AT BURNLEY FC CO-FOUNDER OF ORLANDO CITY SC

Tomorrow’s talent, today

| LIPA NESSA IS JUST ONE OF A NUMBER OF GRADUATES WORKING IN THE WORLD OF SPORT. FIND OUT MORE ON P8 |

CONTENTS

SUBJECT KEY

BUSINESS

MEDIA

COACHING

EVENTS

IN CONVERSATION WITH…

IN FOCUS:

UCFB academic Tom Wenham dissects the methods of England’s head coach

UCFB academic Christopher Winn explores the numbers behind the chase for a place in the Premier League

DAVID MOYES

The former Everton boss talks dealing with pressure and how he adapted to life in Spain

WHERE ARE THEY NOW?

UNDERSTANDING EDDIE JONES

STEVEN GERRARD NATURAL BORN LEADER

THE PURSUIT OF HAPPINESS

UCFB GOES GLOBAL We explore the sports industry in New York, Atlanta, Toronto and Melbourne ahead of UCFB’s global study hubs launch in 2020

Find out where UCFB’s graduates are working and inﬂuencing the future of the sports industry

Rangers boss Steven Gerrard speaks exclusively to Future Sport about his goals in management and the transition from player to manager

WORK HARD, PLAY HARD

IN FOCUS:

ROY KEANE DEADLY SERIOUS

We speak to Georgia Stevens and Jess Holland about how they balance their degree studies with a playing career

Future Sport explores cricket’s newest game, The Hundred, with UCFB academic Ian Tomlinson ahead of its launch in 2020

Former Manchester United captain Roy Keane tells us about playing under Sir Alex Ferguson and the difﬁculty of being a manager in the modern game

Find out how UCFB are helping to support women in the football industry

PROMOTE THE SPORT OR THE ATHLETE?

IT’S JUST NOT CRICKET

#WHATIF PLEDGE

| READ FUTURE SPORT’S EXCLUSIVE INTERVIEW WITH STEVEN GERRARD ON P16 |

IN FOCUS:

UCFB’s James McKeown looks at what’s next for athletics with no superstars following in the footsteps of Usain Bolt

FUTURE SPORT EDITORIAL

| READ MORE ON GRADUATE ROSS CHANDLEY AND THE REDMEN TV ON P58 |

| BEN STOKES AND JOE ROOT WILL BE TAKING PART IN THE HUNDRED THIS SUMMER. READ MORE ON P22 |

WHAT’S ALL THE NOISE ABOUT?

IN CONVERSATION WITH…

The Redmen TV and AFTV are the ﬂag-bearers for fan TV. Future Sport speaks to both to ﬁnd out what makes this new media stand out

England U20s World Cup winning manager talks training youngsters and his best moment in football

MICK MCCARTHY THE MENTAL BATTLE

VAR - WHAT IS IT GOOD FOR?

Republic of Ireland manager Mick McCarthy tells us what he’s learnt from psychologists during his long career

PAUL SIMPSON

Those at the heart of the game delve into the biggest talking point this season

THE RISE OF RETRO

GUS POYET HOME IS WHERE THE HEART IS

With Manchester-based Classic Football Shirts and UCFB academic Simon Mitton, Future Sport explores the trend of retro shirts

| THE MELBOURNE CRICKET GROUND IS JUST ONE OF UCFB’S FOUR NEW GLOBAL HUBS. FIND OUT MORE ON P32 |

Former Brighton boss Gus Poyet discusses his time as an assistant manager and love for the south coast club

// EDITOR Neil Hawkins // DEPUTY EDITORS James McKeown - Ray Boggiano - William Brittlebank - Joel Downings // PRODUCTION EDITOR Sonja Vanhanen // ART EDITOR Alex Cadoni // PHOTOGRAPHY Jamie Holker - Glen Demuth The FA via Getty Images PA Images Reuters All written content by Neil Hawkins unless credited INDUSTRY PARTNERS The Football Association League Managers Association The National League Kick It Out Nike The Rugby Football League English Schools’ FA Burnley FC Bucks New University Red Bull Arena Mercedes-Benz Stadium Toronto FC Melbourne Cricket Ground United Soccer League Special thanks to The Football Association Rangers FC College Hill Press EDITORIAL COPYRIGHT The contents of this magazine, both words and statistics, are strictly copyright and the intellectual property of UCFB. Copying or reproduction may only be carried out with written permission of the publishers, which will normally not be withheld on payment of a fee. Article reprints: Most articles published in Future Sport are available as reprints by prior arrangement from the publishers. Normal minimum print run for reprints is 400 copies, although larger and smaller runs are possible.

www.ucfb.com /ucfb @ucfb @ucfbuk UCFB TV T: +44(0) 333 2417 333 E: info@ucfb.com

COACHING | BUSINESS

IN CONVERSATION WITH...

DAVID MOYES What advice would you have given to your young self on management that you would pass on to aspiring managers and coaches now?

| MOYES HAS PREVIOUSLY BEEN A GUEST SPEAKER AT UCFB |

As the man who took over from Sir Alex Ferguson at Manchester United and one of very few British managers to leave his comfort zone and try his hand overseas, David Moyes can never be accused of shying away from a challenge. We sat down with the former Everton boss to draw on his knowledge on everything from education to player welfare…

“YOU CAN’T GO INTO A BIG FOOTBALL CLUB NOW AND NOT UNDERSTAND MARKETING.” 4

Tomorrow’s talent, today

If you’re not going to work hard and you don’t have a real love for the game and a drive to succeed, then you won’t. I was driven to get to the highest level I could, not necessarily thinking I’d become a Premier League manager, but hoping that I could get a job somewhere when my playing career came to an end. If you don’t really want it people will find you out; you have to be able to be willing to totally commit yourself to it. If you go into football, then you need to make sure you’re different from the rest and work harder than the rest. How important is it as a football manager to have an understanding and knowledge of other areas of a club, such as finance and marketing? I would say when you are involved in football in the early years get to know all about the finances – players’ contracts, the deals, everything – because you get to know how much you can spend, what sort of players you could attract and how much room you’ve got for wages. You have to understand the role of your media officer and in some cases there might be a case for managers to have their own media person, not necessarily the one employed by the football club. I also think you can’t go to a big football club now and not understand marketing. You have to make yourself or the players available

DAVID MOYES

| MOYES LED EVERTON TO THE 2009 FA CUP FINAL |

because the club needs to sell merchandise and tickets. A big thing for me though is the academy; understand your young players, how it works, how they’re doing and what you’ve got coming through for the future. I think there are so many aspects of being a manager which sometimes goes unrecognised. Not many British managers go abroad to find work. Why do you think that is and what was the appeal for you in going to Spain and Real Sociedad? I don’t think we get enough British managers in the big leagues in Europe and I don’t think we export our managers, but we bring an awful lot of people into really good leagues and I would like to see more go out there. The opportunity for me to go to Spain was something I wanted; it was an opportunity

to play against what I think are the two best teams in the world over the past decade in Barcelona and Real Madrid. For me it was a chance to experience a different culture, a different lifestyle and it’s something I would definitely recommend. What qualities do you look for when bringing people into your coaching setup? First and foremost, I look for loyalty. I want people who can coach and understand the game, but I also want them to be incredibly hard-working – to be able to go and view games at night, scout players and watch young teams play. More importantly they would be a big assistance to me in the decisions I have to make daily, because having assistance makes your job a lot easier. > ARTICLE CONTINUES

Tomorrow’s talent, today

How do you deal with pressure and how do you ensure that staff wellbeing is prioritised? Pressure has grown because you see how much time managers have in the job; managers get talked about when they don’t win a game that they might lose their job. I think you have an inbuilt system; you know who you should listen to, what you should look at and what you shouldn’t do, but I also think that clubs are now recognising that there are mental health issues at clubs. It’s becoming a much bigger part of the understanding at football clubs now, but as a manager, I think when you go into a job you have to understand that it’s not going to be easy and also you are not going to win all of the time.

“I DON’T THINK WE GET ENOUGH BRITISH MANAGERS IN THE BIG LEAGUES IN EUROPE.”

What are your experiences of dealing with mental health and psychology in football?

Do you see advantages in formal education for ambitious managers?

I am not too sure the phrase mental health was around ten years ago. If you used it then it would have been seen as something much more hospital orientated. Before we had psychologists at football clubs where quite often they would be involved with the team with motivation, but now they have given the players the chance to speak. Now there are many more issues involved in life, not just in football, and I think people like counsellors who can listen are really important. Football is a business where you are quite openly criticised, and there is a lot of pressure on how you play, and quite often for a lot of people that can become too big. So I think it is important we have people around to help.

I would have been really interested [in UCFB] because education probably wasn’t something I was most interested in; I was interested in football and sport. Fortunately enough I went on to be a professional player, but I think if I hadn’t got to that level and I was really keen on doing something at that time you could only really become a PE teacher. I think the amount of opportunities available now for young people to do different courses at university, college, whatever it may well be is fantastic.

Tomorrow’s talent, today

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Tomorrowâ&#x20AC;&#x2122;s talent, today

MEDIA | COACHING | BUSINESS | EVENTS

WHERE ARE THEY NOW? “If you’re willing to apply yourself, work hard and put your name out there, you’ll make it in this industry, and you’ll love every step of it!”

GEORGE

HABERMAN

UCFB GRADUATE 2017

MEDIA & COMMUNICATIONS OFFICER AT ESSEX COUNTY CRICKET CLUB

COACHING MAC

BISHOP

UCFB GRADUATE 2018

“It was daunting at first [starting my degree], but I soon realised that overall there’s a lack of women in sport. To change the minority into a majority it will take time, especially in coaching, but there are many sporting bodies that are working towards this goal.”

LIPA

NESSA

MEDIA SEAN

ELDERBRANT

Tomorrow’s talent, today

“I don’t really have a ‘typical day’ as every day poses a different challenge, which is what I love. The best thing for me about coaching is that no one day is the same.” COMMUNITY COACH AT THE ALBION FOUNDATION

BUSINESS

BOARD MEMBER AT THE YOUTH SPORT TRUST

UCFB GRADUATE 2019

MEDIA

UCFB GRADUATE 2018

“My main roles are creating and posting engaging content to maintain fan interest from inside and outside Scotland. I’ve been involved with working at our Betfred Cup semi-finals and final, which is just one of the many really cool things that the role entails!” DIGITAL MEDIA EXECUTIVE AT THE SCOTTISH PROFESSIONAL FOOTBALL LEAGUE

WHERE ARE THEY NOW? UCFB GRADUATES ARE WORKING AROUND THE WORLD IN A VARIETY OF ROLES AND ACROSS A RANGE OF SPORTS. ALMOST TWO THIRDS OF UCFB ALUMNI HAVE GONE ON TO WORK IN THE SPORTS INDUSTRY, BLAZING A TRAIL FOR THE FUTURE OF SPORT ON AND OFF THE FIELD. THEIR STORIES ARE AN INSPIRATION TO ASPIRING STUDENTS AND SPORTS PROFESSIONALS, AS THEIR COMMENTS BELOW SHOW…

“I believe that if you want something bad enough and you have the determination and the correct mindset, then you can achieve anything. What’s stopping you going ahead and chasing your dreams? That’s what I’m doing.”

AMY

LOMAS

UCFB GRADUATE 2019

PERFORMANCE ANALYST AT LEICESTER CITY WOMEN

MEDIA MIHIR

PANDYA

UCFB GRADUATE 2019

“It’s really rewarding to make a difference in the community. The kids have a wide range of abilities and ages so they’re really receptive to getting something they don’t usually get. I’m not just going in with a bag of footballs; it’s Sunderland so they get really excited about that.”

JAKE

HANNAH

UCFB GRADUATE 2018

COACHING

“The ability to use UCFB’s network is great for any professional as so many of the staff members and alumni are interconnected to the sporting industry all around the world.” MEDIA MONITORING & RESPONSE MANAGEMENT AT MAJOR LEAGUE SOCCER

COACHING

SPORTS DEVELOPMENT OFFICER AT FOUNDATION OF LIGHT, SUNDERLAND AFC

EVENTS JENNIFER KINGMAN

UCFB GRADUATE 2019

“I really enjoy the feeling and anticipation on a match day, the excitement from the players and spectators definitely brings something to our work and makes all of the hard work worthwhile. Being a big rugby fan myself, it’s amazing being able to spend my time working in a sport I love.” RUGBY EVENTS & COMPETITIONS ASSISTANT AT THE RUGBY FOOTBALL UNION

WORK HARD, PLAY HARD

MEDIA | COACHING | BUSINESS | EVENTS

WORK HARD, PLAY HARD How do you balance a career as an athlete alongside studying for a university degree? Many do it, yet we rarely hear how. Georgia Stevens, a media student at UCFB, and Jess Holland, a recent PE graduate, spoke with Future Sport to explain how they spilt their time between the pitch and classroom, how playing at a high level motivates them to study harder and their individual successes… How long have you both been at your respective clubs and how did the opportunity come about? Georgia: This is my first full season at Fylde after joining them on loan mid-way through last season. Having previously played for Blackburn Ladies (Fylde’s rivals!) I knew of the standard they were at. I wanted to play at National League level again to try and get as much game time as I could under my belt and Fylde offered that. I’ve established myself more this season after being awarded the number nine shirt so there is definitely more responsibility and pressure on my shoulders, which at just 19 is something I’m very proud of. When you look at the set-up at the club, with Mill Farm as our stadium and training at the Education Centre, it’s brilliant to be surrounded by that. Jess: I am currently in my third season with Leeds United, which has gone so quickly! I joined Leeds after attending the open trials; since then I have been on two other trials each season to maintain my spot at the club. For me, each season has been a fantastic achievement. Having the chance to represent Leeds United is a dream come true as I’ve been a big supporter of the club for many years.

Tomorrow’s talent, today

How does and did your training and match day regime fit into your studying? What did you have to alter? Georgia: Club training has never really changed through my transition into UCFB as it has always been in the evening, but as my personal training has stepped up I’ve certainly had to make alterations when the semester starts. Over the summer I was training twice a day, so as UCFB kicked in it meant early starts to fit in that morning session. On top of that, I’ve branched out and networked with different trainers I know and once a week I train at SportCity before my lectures which has been brilliant. I think I’ve realised this year how much of a blessing the campus really is when you know how to use it, so being able to use the indoor and outdoor track with my coach has been brilliant. Jess: For Leeds I train on a Tuesday and Thursday evening, which fitted in well with my studies, and we play our games on a Sunday. When I was playing for UCFB we trained on a Monday and played on a Wednesday, which meant I was able to play for both teams but it still meant I was playing football five days a week. So it’s a good job it is something I love!

WORK HARD, PLAY HARD

GEORGIA STEVENS | UCFB STUDENT AND FYLDE WOMEN PLAYER

What unique challenges has the balance of playing and studying thrown up which you weren’t expecting? Georgia: I’ve been really fortunate that my lecturers have allowed me to make adjustments to cater for my football, but I think the biggest challenge has been managing the stress and pressure of football alongside the natural pressures we feel at UCFB with deadlines and assignments. I’m a pretty laidback individual and usually get most of my work done on time to save me any unnecessary stress, but with the increased pressures at football I’ve definitely felt it more at UCFB. Jess: The main challenge was making sure all of my work at UCFB was completed during the days I was there as it was rare I had time outside of those hours to get work done. It was especially hard in third year due to all the work involving my dissertation, but I soon got used to it.

“IT’S VITAL FOR ME TO GET MY DEGREE AT UCFB.”

How important is it to earn a degree at UCFB alongside your playing aspirations? Georgia: It’s vital for me to get my degree at UCFB. The way the women’s game has been over the years has shown how important it is to have a plan B. All of the girls I play alongside at Fylde have another job or are studying and it’s pretty much the same story in the Championship bar a few bigbudget clubs, so it’s crucial to be able to find work. On top of that, I’ve always valued education and I think studying at UCFB teaches you important life skills that you can’t learn anywhere else; being able to work towards deadlines and under pressure prepares you for the real world. Jess: Whilst it was a struggle at times balancing my degree and my playing career, as well as having a part time job, my degree was a very important part of my life. It has been one of the proudest moments of my life being able to complete my time at UCFB, as there were times it was very hard and I wanted to quit. > ARTICLE CONTINUES

Tomorrow’s talent, today

WORK HARD, PLAY HARD

Playing at the level you both do, does it help to know the level of application and hard work needed to succeed in the football industry? Georgia: Playing football at a high level has taught me how important it is to grab every opportunity that comes your way. It’s also taught me the importance of planning, time management and working towards a goal. I’m a very goal-oriented person and that comes through as a player and a student. Learning how to set myself targets and goals for my career aspirations and studies has been a stepping stone for me. Jess: It takes a lot of hard work and dedication to be able to play for a club like Leeds United. It helps you to set your standards at a high level, work hard and be the best that you can be. This helped me with my studies as it helped me to realise that if I put in the hard work then I will do well and succeed.

JESS HOLLAND | UCFB GRADUATE AND LEEDS UNITED PLAYER

Tomorrow’s talent, today

Georgia, congratulations on being nominated for the Women’s Rising Star award at the 2019 North West Football Awards! How proud are you of that achievement and to be listed alongside the likes of Georgia Stanway? Georgia: Thank you! Attending the awards was a goal of mine for the end of this season so to be doing it on the back of last season’s performance is massive. I was immensely proud to even be nominated so to make it to the final four finalists was a massive achievement for me. To be listed alongside players from such highprofile clubs was a big deal for me personally but is also brilliant for Fylde. Jess, you represented England at the FIF7 World Cup in 2019. What was it like to represent your country on the world stage? Jess: Representing my country was one of my proudest and biggest achievements yet. It was an honour to be able to represent England against big countries such as Brazil, Italy and Argentina. Being on that pitch with the rest of the girls, knowing that we were all doing our family, friends and country proud was such a big moment for us. Each time we went out on to the pitch we put our heart and souls into it and made sure we gave it our best.

“IT TAKES A LOT OF HARD WORK AND DEDICATION TO BE ABLE TO PLAY FOR A CLUB LIKE LEEDS UNITED.”

| ENGLAND MADE IT TO THE 2019 RUGBY WORLD CUP FINAL IN JAPAN UNDER THE LEADERSHIP OF EDDIE JONES |

| COACHING

IN FOCUS:

SHOULD HEAD COACHES BE MAKING THEMSELVES REDUNDANT ON A MATCHDAY? While England and their fans were left bitterly disappointed with the result in the 2019 Rugby World Cup final in Japan, it’s worth remembering that just four years before that, at their own World Cup, they failed even to make it out of the group. So while the appointment of Eddie Jones as Head Coach in the wake of the 2015 tournament has largely been a success, it’s his coaching methods which have many professionals talking, as UCFB academic and Great Britain Lacrosse Head Coach Tom Wenham explores… UCFB COACHING ACADEMIC TOM WENHAM

Tomorrow’s talent, today

pon his appointment as England Head Coach, Eddie Jones stated that he felt his focus was to make himself redundant. He’s reiterated that view a number of times since and while we’re not expected to take him literally, it’s a view which raises a couple of interesting questions when assessing the role of a coach in the development of athletes and teams.

EDDIE JONES

What would it look and feel like during games and competition if the coach was redundant, and what would the coach have to do to achieve this? Initially it might feel challenging for all involved, with the coach feeling vulnerable and the players looking for guidance. However, if properly developed, over time we might expect to see intrinsically motivated athletes taking personal responsibility for their own performance as well as that of the team. This would lead to increased selfawareness from players in both skill execution and tactical aspects of game-play, as well as improved in-game decision-making and tactical creativity. As a consequence of this, we would expect to see on-field interaction and conversation between athletes increase, via captains and leaders being more vocal in the huddle, scrum, at set-pieces and at half time. This summarises a potentially extremely powerful team culture and environment with a focus on process that we’d expect to see leading to a positive impact on results. It certainly has for England rugby, a sport which throws up another powerful proponent of this philosophy, the mighty All Blacks. However, getting there isn’t easy, and while only those inside the squad will know exactly how Eddie Jones has gone about it, we can make some educated assumptions. Initially, he would have had to establish a clear purpose and vision for the team and fully engage the players in this process.

| JONES HAS TRANSFORMED THE FORTUNES OF ENGLAND SINCE TAKING OVER IN 2015 |

From this, players would be instructed to develop clear standards for the team and to hold each other accountable. Amongst this, the coach/player relationship would be ‘downgraded’ to a partnership, allowing the athletes a level of autonomy. From here, the coach is to set the performance problems as opposed to solve them, allowing athletes to self-organise and find a solution. The true leaders in the pack would therefore show themselves to the coach. Simply put, the coach would see themselves as a facilitator, looking for ways to divest control and decision-making to the athletes. Such an approach challenges the common preconceptions of coaching in sport, but there’s no doubt that it can be truly transformational. There are currently few better examples of this than Eddie Jones and his England team.

Tomorrow’s talent, today

| COACHING

NATURAL BORN LEADER Widely regarded as one of the greatest players of the Premier League era, Steven Gerrard turned heads when he was unveiled as the boss of Rangers in 2018. Tasked with knocking fierce rivals Celtic off their perch, Gerrard knows he’s got a huge job on his hands, but one that could earn him hero status in the blue half of the city. Future Sport travelled to Glasgow to chat to Gerrard about his time in Scotland so far, the transition from player to coach and what makes a leader…

Tomorrow’s talent, today

STEVEN GERRARD

ot many players land one of the biggest jobs in British football at the start of their management career. Then again, not many players are Steven Gerrard. A lauded leader on and off the pitch during an 18-year playing career at Liverpool, it was only ever a matter of when, not if, he would be offered the chance to lead a big club. It would be fair to suggest, however, that a few eyebrows were raised when he landed in Scotland. Many expected Gerrard to take over a side in the Championship, or even sit tight and wait for Jurgen Klopp to finish his project at Liverpool before taking over at Anfield. As a club who’ve spent the last decade in a perpetual state of despair, Rangers didn’t seem to be the most obvious choice of club for someone cutting their teeth in the management game. “The job probably came a bit too soon in terms of my plan,” Gerrard explains. “But sometimes you’ve got to go off plan, sometimes you’ve got to take a risk or a gamble which I’m not afraid of.” However, during Future Sport’s exclusive chat with Gerrard at the Rangers Training Centre, it’s clear why the challenge of unseating a dominant Celtic as Scotland’s number one side appeals to him. “It’s so important to never stand still,” he says. “I always had that attitude as a player. When coming into my 30s I was always looking to improve all parts of my game, and I want to continue that mentality as a manager.”

“I HAD TO UNDERSTAND THAT I WASN’T STEVEN GERRARD THE PLAYER ANYMORE, I HAD TO START FROM THE BEGINNING.”

Tomorrow’s talent, today

| WITH 114 CAPS, GERRARD RANKS FOURTH ON ENGLAND’S MOST-CAPPED PLAYER LIST, BEHIND ONLY PETER SHILTON, WAYNE ROONEY AND DAVID BECKHAM |

Gerrard made his debut for Liverpool at 18, taking the armband just five years later. Widely considered the greatest player to ever pull on the famous red shirt, it’s almost certain that he’ll be in charge at Anfield before too long. Before moving to Glasgow though, he spent time looking after Liverpool’s under-18s where he learnt a few lessons very quickly. “The important thing for me going from player to coach was to park the ego of being a player,” Gerrard explains. “I had to understand that I wasn’t Steven Gerrard the player any more, I had to start from the beginning.” It was the perfect place to work out the manager he wanted to become. He added: “I loved going in to coach these boys and seeing them develop. I was developing myself too, so making mistakes away from the cameras was key for me, as was being able to get things wrong.” When Gerrard was unveiled at Ibrox, the club was still recovering from their time in the lower leagues following years of

financial mismanagement. But despite the grey cloud that has hung over the club in recent times, the job of a Rangers boss is simple: beat Celtic. So there was something poetic that in the opposite dugout for Gerrard’s first Old Firm match was Brendan Rodgers, the last manager he played for at Anfield. And despite playing under a number of inspirational figures at Liverpool, Gerrard knows that even the best never stop honing their skills and learning their trade. “I think there’s probably only a dozen managers ever who can say they can’t learn anymore, like the Fergusons and Wengers of this world,” he says. “But for me I want to have the attitude where I don’t want to think that I’ve hit my ceiling. I want to continue to push the boundaries and improve and grow.” Passionately, and eager to learn, Gerrard adds: “There’s so much and so many parts to being a manager and there’s always somewhere you can gain that extra one percent. It could be a different language, it could be on-pitch experience, it could > ARTICLE CONTINUES

Tomorrow’s talent, today

STEVEN GERRARD

| THE MIDFIELDER REPRESENTED ENGLAND AT FIVE MAJOR TOURNAMENTS |

be man management – there are so many different parts to being a manager.” Gerrard’s leadership skills were clear from the start, and ultimately led him to captaining his country at Euro 2012 and the World Cup in 2014. With 114 caps for England, Gerrard is fourth on the all-time list of players to represent his country. He was a player who led through example, as West Ham and AC Milan will attest to. So his thoughts on leadership are as accurate as his passing. “The key to it, whether you’re a player or manager, is always trying to set that example,” he says. “I think a lot of people, supporters and players look to you as a leader and they look at your behaviour and standards. A lot of people follow in football and will go with you if you do the right things.” Naturally through leadership comes the ability to create a setting where players and staff can thrive, something which throughout his playing career Gerrard can more than claim to have influenced. You’d be hard pushed to find a Liverpool fan who’d argue that their Champions League and FA Cup success in

Tomorrow’s talent, today

2005 and 2006 respectively would have been possible without Gerrard grabbing those games, and one presumes his teammates, by the scruff of the neck. This is something he’s now taken into the dugout in Glasgow, making the point that it’s vital to create a space where players and staff enjoy their job. He explained: “I think if you create a place where people get in the car every morning and are excited about coming to work then that’s where the magic happens.” He adds: “It doesn’t matter what role you have; if you’re enjoying your work then you want to do it right and you want to improve and grow. You feel part of the culture and you feel part of the end game, which is winning matches.” Ultimately that’s what Gerrard, just like any other manager, will be judged on – winning matches. And if he wins in the blue half of Glasgow, then the red side of Merseyside might just have to share their idol.

| GERRARD LEADS RANGERS IN THE SPL ALONGSIDE HIS ASSISTANT GARY MCALLISTER, SECOND LEFT |

“I THINK THERE’S PROBABLY ONLY A DOZEN MANAGERS EVER WHO CAN SAY THEY CAN’T LEARN ANYMORE, LIKE THE FERGUSONS AND WENGERS OF THIS WORLD.” STEVEN GERRARD’S HONOURS WITH LIVERPOOL: -

UEFA CHAMPIONS LEAGUE: 2005 UEFA CUP: 2001 UEFA SUPER CUP: 2001 FA CUP: 2001, 2006 LEAGUE CUP: 2001, 2003, 2012 COMMUNITY SHIELD: 2006

| RANGERS IS THE FORMER LIVERPOOL MAN’S FIRST JOB IN MANAGEMENT |

Tomorrow’s talent, today

IT’S JUST NOT CRICKET

| ENGLAND HEROES JOE ROOT, LEFT, AND BEN STOKES WILL REPRESENT TRENT ROCKETS AND NORTHERN SUPERCHARGERS RESPECTIVELY IN THE HUNDRED NEXT SUMMER |

BUSINESS | EVENTS

IN FOCUS:

IT’S JUST NOT CRICKET The summer of 2019 will go down as the greatest in England’s long and illustrious cricket history following the unforgettable super over World Cup win against New Zealand. An enthralling Ashes series came quickly afterwards, highlighting the rude health the game currently finds itself in. However, 2020 has the potential to be just as eventful with The Hundred competition officially set to launch. Already making headlines following its unique draft-style selection policy, it’s hoped the new format will attract a whole new audience to the game. Here, Future Sport looks at The Hundred, its finances and what it means for the future of cricket…

Tomorrow’s talent, today

warehouse in East London was where cricket’s latest incarnation was announced to the world. Home to the capital’s “hipster” population, the brash launch event laid on by the England and Wales Cricket Board (ECB) certainly tested the boundaries of what is considered cool around Dalston and Shoreditch. In garish new kits paraded by international stars, eight brand new teams birthed to compete in The Hundred were revealed to a level of fanfare that would be considered only slightly above average. Perhaps the launch coming just weeks after England’s incredible World Cup success, and days after a compelling Ashes series, meant it was always going to be overshadowed, but make no mistake – this is the competition the ECB are banking on competing with the likes of the Indian Premier League and Australia’s Big Bash League. If T20 broke the norm of what we consider to be cricket in 2003, then The Hundred has shattered it. Using five ball overs and combined county teams, it has invited derision and excitement in equal measure. Importantly, it’s estimated that the governing body is throwing £200m at the project. The ECB have been accused in the past of failing to capitalise on the invention of T20 while their Indian and Australian counterparts have driven off into the sunset with pockets full of cash. UCFB finance academic Ian Tomlinson remains unconvinced by the new format and the lasting effect it could have on other forms of the sport. “Why aren’t driving forces like the ECB able to push T20 to the next level?” he asks. “Why can’t they use it as a platform to keep the traditionalist and the new fans happy? If they’re not careful they could start getting lost in terms of where they can drive the sport.” From the off the ECB has stated that the new competition is about reaching new audiences. Tom Harrison, the ECB’s chief executive, told a DCMS select committee in October that the average England cricket fan is 50 years old and male, highlighting the need and want to diversify its audience.

“Cricket is constantly looking for the holy grail,” suggests Ian. “So we try bringing it up to football levels with big stadiums that are full, continually trying to repeat that and keep the momentum going.” He adds: “The concern I’ve got is if we’re not careful we’ll have too many games of too many different formats. From a business point of view, you’ve got to ask where the focus is going to be?” Each of the eight sides has a male and female that is centrally contracted to England as a local icon. The hero of 2019, Ben Stokes, will represent Northern Superchargers, and captain Joe Root will represent Trent Rockets. In the women’s tournament, England captain Heather Knight and opener Tammy Beaumont lead the marquee names and will be playing for London Spirit. As well as their local icons, the male sides took part in a live televised player draft – a first for British sport – which saw 96 players auctioned off to the highest bidder at prices ranging from £125,000 to £30,000. Overseas players were permitted in the draft, meaning the competition will also see the likes of Rashid Khan and Australians Steve Smith and Mitchell Starc take part. Even away from the draft, the competition has sprinkled stardust by bringing in big name coaches to lead the sides including Shane Warne, Darren Lehmann and Mahela Jayawardene. By tying a number of England’s heroes to a team, and inadvertently capitalising on the success of 2019, this may turn out to be The Hundred’s ace card. In an era when it’s become increasingly rare for centrally contracted players to play for their county, The Hundred will mean a month of domestic and international stars playing around the country. “What The Hundred is managing to do is get franchise cricket into this country,” Ian says. “It’s > ARTICLE CONTINUES

Tomorrow’s talent, today

IT’S JUST NOT CRICKET

| EMIRATES OLD TRAFFORD WILL PLAY HOST TO MANCHESTER ORIGINALS DURING THE HUNDRED |

managing to get a tournament that’s got less games, but because there are less teams you’re going to get high profile players by default.” Crucially, he adds: “It’s made county cricketers mobile across the rest of the country.” The franchise, or city, model was first mooted to the ECB by former Marylebone Cricket Club (MCC) chief executive Keith Bradshaw in 2008 as a way to revamp the T20 format. His proposal was given short shrift but now lives in The Hundred. Meanwhile, the County Championship continues to play out almost behind the scenes during the summer months. Ian though believes a move towards Australia’s Sheffield Shield system could be next on the ECB’s agenda. “It’ll be worth watching to see if they use The Hundred model to reduce the number of county games,” he explains. “To get the level of county cricket to the height that they want, including the use of high profile players, they could use the eight teams to play ‘super county games’. At that point would people be interested because they’re going to have less games and more focus on that type of cricket?” Surely they couldn’t rip up the county game? Ian, a proud Yorkshireman and self-proclaimed traditionalist, adds: “I think over time there has to be a movement towards that. Like anything, change takes time; it needs communicating and needs enthusiasm.” 24

Tomorrow’s talent, today

WHO WILL BE COMPETING IN THE HUNDRED AND WHERE WILL THEY PLAY? - Birmingham Phoenix Edgbaston Cricket Ground, Birmingham; Blackfinch New Road, Worcester. - London Spirit Lords, London; The CloudFM County Ground, Chelmsford; The County Ground, Northampton. - Manchester Originals Emirates Old Trafford, Manchester. - Northern Superchargers Emerald Headingley, Leeds; South Northumberland CC, Newcastle; York CC, York. - Oval Invincibles The Kia Oval, London; The County Ground, Beckenham. - Southern Brave The Ageas Bowl, Southampton; The 1st Central County Ground, Hove. - Trent Rockets Trent Bridge, Nottingham; The Fischer County Ground, Leicester; The Pattonair County Ground, Derby. - Welsh Fire Sophia Gardens, Cardiff; The Bristol County Ground, Bristol; The Cooper Associates County Ground, Taunton.

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#WHATIF MEDIA | COACHING | BUSINESS | EVENTS

UCFB PROUD TO SUPPORT #WHATIF PLEDGE ollowing its launch in May 2019, Women in Football’s #WhatIf campaign has seen scores of businesses, individuals and institutions pledge their support to improve female participation in football on and off the pitch. From media work placements to boot amnesties, the bid to drive inclusivity within the game is moving forward at speed and UCFB is delighted to be a part of that with a unique scholarship award. The Women In The Game Scholarship award is exclusively for postgraduate female students to support improving women’s representation across football. It includes financial help of up to £1,500, plus exposure to professional expertise, mentoring and networking from UCFB, Women in Football and their partners. The aim of the scholarship is to help develop the recipients’ football industry knowledge and experience, as well as enhancing their leadership and communication skills.

| UCFB IS DELIGHTED TO BE PART OF THE #WHATIF CAMPAIGN |

“Football has the potential to promote gender equality, challenge stereotypes and empower women and girls to follow their dreams and dare to be different,” says Anielka Pieniazek, UCFB’s Scholarships and Bursaries Manager. “The Women In The Game Scholarship is one of the ways that UCFB is contributing to positive change in the industry.” By offering the scholarship, UCFB is providing practical support for female talent by instilling confidence, broadening knowledge about gender equality and inclusion and empowering students to realise their full potential in the football industry. UCFB’s female alumni are currently working at the highest levels of sport, including Premier League teams and governing bodies. Jane Purdon, Chief Executive of Women in Football, said the pledge from UCFB was the “essence of the movement”, adding: “It’s one that aims to open up access to opportunities and resources for girls and women working in or looking to work in football. Whether that is by way of coaching, mentoring, providing work placements or, in the case of UCFB, offering an incredible opportunity in education, each and every pledge is providing support in its own unique way.”

“FOOTBALL HAS THE POTENTIAL TO PROMOTE GENDER EQUALITY.” 26

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A club wide initiative focused on promoting women's football by demonstrating that the same skills, same excitement and same passion exist wherever a ball is kicked. We’ve merged our men’s and women’s social media channels to provide supporters with 24/7 access to all City’s news and exclusive behind-the-scenes content in one place.

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THE PURSUIT OF HAPPINESS

| ASTON VILLA WON PROMOTION TO THE PREMIER LEAGUE IN 2019 VIA THE PLAY-OFFS |

| BUSINESS

IN FOCUS:

THE PURSUIT OF HAPPINESS The vast sum of riches on offer to teams in the Premier League are well known. While on one hand it helps to make it the most entertaining league in world football, on the other it leaves the rest of English football looking on in part envy and part disgust. None more so than the teams on the edge of the top flight fighting it out in the Championship. Here, UCFB business academic Christopher Winn taps into his former work at Deloitte to explore the football money league and the lengths clubs are willing to go to get a slice of the Premier League pie…

Tomorrow’s talent, today

UCFB BUSINESS ACADEMIC CHRISTOPHER WINN

he promised land of the Premier League has never looked a more attractive proposition to Championship clubs. The latest Premier League broadcast deal, worth a reported £9.2 billion over the current 2019-2022 three-season cycle, is a world away from the deal agreed last year by the EFL with Sky for the rights to broadcast EFL competitions such as the Championship, worth a reported £595m over five years, albeit a 35% increase on the previous contract. Parachute payments, based on a set percentage of Premier League broadcast distributions, are also paid to relegated Premier League clubs in order to ease the transition to the far less lucrative financial environment in the domestic second tier. These are currently worth a minimum of £75m to a relegated club if promotion to the Premier League is not immediately regained. And let us not forget the overall attraction of Premier League football to both matchday attendances and commercial sponsors alike, the latter of which are often willing to part with significant sums given the global exposure the Premier League can provide to their brands. As a result, Deloitte calculate that the race for promotion is currently worth an incremental revenue uplift of at least £170m to a club that

finishes bottom of the Premier League in their first campaign - rising to an incremental revenue uplift of at least £300m if a club extends their stay in the top flight beyond one season. And it is on the basis of such staggering potential financial returns that we can begin to understand at least the rationale for the current levels of wage spending in the Championship, where in three of the six seasons up to and including 2017/18, clubs spent an average of 106% of their revenue on wages, with the average never falling below 99% (Source: Deloitte). Such a model is clearly unsustainable without further debt or equity owner contributions, however given the EFL’s Profitability and Sustainability regulations do not directly regulate wage expenditure, gaining a competitive advantage through wage spending is the avenue Championship clubs turn to most often in the pursuit of happiness. But does wage spending really lead to success for Championship clubs? We looked at the wage expenditure of Championship clubs over the aforementioned six season period (2012/13-2017/18) and compared to both league finishing position and number of points gained in each season, to determine if a strong relationship does indeed exist: > ARTICLE CONTINUES

THE PURSUIT OF HAPPINESS

Applying basic statistical analysis, it can be observed that over the time period in question, when clubs on average spent between 99% and 106% of their revenue on wages, just 14% of clubs’ final league positions could be explained by the amount spent on wages. Indeed, wage expenditure for promoted teams has been matched by those relegated within this timeframe.

Granted, league position is relative to how other teams perform in any given season, as such it is important to also extend this analysis to points won during the seasons in question. However, applying the same technique suggests just 17% of points accumulated by clubs over the course of the season can be explained by the amount spent on wages. As such, the weak relationship between league performance and wage expenditure suggests that the Championship may be characterised as a competitive battleground, where the levels of competitive balance and uncertainty of outcome outweigh the assumed merits of over-investment in player wages. Higher wages will always attract the top talent in theory - but the strength of other on and off pitch variables in the Championship demonstrates there is much more to the pursuit of happiness in England’s second tier than meets the eye.

Tomorrow’s talent, today

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UCFB GOES GLOBAL

MANCHESTER LONDON

TORONTO NEW YORK ATLANTA

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UCFB GOES GLOBAL

MEDIA | COACHING | BUSINESS | EVENTS

UCFB GOES GLOBAL From Burnley to New York in just eight years, UCFB’s trailblazing journey has been as ambitious as it has been rapid. Following the announcement of its four global hubs in New York, Atlanta, Toronto and Melbourne, and networking centres in Singapore, Shanghai, Dubai and Mumbai, the first cohort of students will be taking part in the inaugural global sports summit events throughout 2020. Over the following pages Future Sport explores the stadiums and opportunities waiting for staff and students, as well interviews with leading figures at New York Red Bulls, Maple Leaf Sports & Entertainment, Atlanta United FC and Melbourne Cricket Ground to further learn about these new partnerships. Just don’t forget your passport…

SHANGHAI DUBAI MUMBAI

SINGAPORE

MELBOURNE

Tomorrow’s talent, today

UCFB GOES GLOBAL

NEW YORK METRO

RED BULL ARENA • • •

When it opened: 2010 Capacity: 25,000 New York Red Bulls play their MLS matches here, and the US national team occasionally play their games here too

So many sports, so many teams. NYC is home to eight franchises across the four most popular professional leagues. The Giants and Jets ply their trade in the NFL; the Knicks and Nets in the NBA; in MLB the Yankees and Mets represent the city, and in the NHL the Rangers and Islanders are firm NYC favourites. Add in the Red Bulls and City from the MLS, America’s fastest growing league, and suddenly that’s a lot of elite sport. Perhaps the biggest sign that NYC really is the place to be for US sport is that the city is home to each sport’s governing body as well. All this is before we event start talking about the New York Marathon or the regular boxing bouts at Madison Square Garden.

TORONTO

BMO FIELD • • •

When it opened: 2007 Capacity: 30,000; up to 36,000 with temporary seating Toronto FC play their MLS matches here, as do the Toronto Argonauts in the CFL

Toronto is riding a sporting wave following Toronto Raptors beating the mighty Golden State Warriors in the NBA play-off finals in June 2019 to win the Championship for the first time. Away from the basketball court though there is a wealth of sporting opportunity and experience to be had, with Maple Leaf Sports & Entertainment (MLSE) at the forefront. MLSE might just be the most forward thinking sports and entertainment holding company in the world; they count Toronto’s four major sports franchises within their ownership – the Raptors (NBA), Toronto FC (MLS), Maple Leafs (NHL) and Argonauts (CFL). They also own or operate the city’s main sports and entertainment venues, including BMO Field and Scotiabank Arena. 34

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ATLANTA

MERCEDES-BENZ STADIUM • • •

When it opened: 2017 Capacity: 71,000 for NFL; 80,000 for special events The NFL’s Atlanta Falcons and Atlanta United of the MLS have made the Mercedes-Benz Stadium their home in no time at all

Costing an estimated $1.6bn (USD), the Mercedes-Benz Stadium is a modern marvel of stadium engineering. Home to the NFL’s Atlanta Falcons and MLS champions Atlanta United, it was named the Sports Facility of the Year at the 2019 Sports Business Awards. That though doesn’t even begin to tell the whole story. Award-winning food and drink, including free refills for non-alcoholic drinks; the Window to the City and a unique retractable roof allows natural light to pour into the arena. However, the pièce de résistance is the Halo Board – a 360-degree, 63,000 square foot HD video screen that towers over the playing surface. It goes without saying that it’s the biggest on the planet, and wowed the world during the 2019 Super Bowl.

MELBOURNE

MELBOURNE CRICKET GROUND • • •

When it opened: 1854 Capacity: 100,024 The MCG plays host to the famous Boxing Day Test Match and major cricket events, not to mention the AFL Grand Final among others

There’s no doubt about it – Melbourne is the sporting capital of Australia. If there’s a sport, team or event taking place, chances are it will be happening here. The city’s incredible sports precinct is home to AFL, cricket, tennis, soccer, rugby and basketball. As well as the Rod Laver Arena and being home to the annual Australian Open, the centre-piece of the precinct is the world-famous Melbourne Cricket Ground (MCG). The G, as it’s known to locals, can pack in over 100,000 fans for anything from the famous Boxing Day test match to the AFL Grand Final. It’s rightfully considered as one of the great sporting arenas, standing-up against the likes of Wembley, the Maracana and Wrigley Field. Tomorrow’s talent, today

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| MANHATTAN, NEW YORK, ONE OF THE WORLD’S MOST ICONIC CITYSCAPES |

NEW YORK METRO

THE RED BULL SPORTS PHENOMENON

hat started as a simple energy drink 30 years ago has become a global sporting phenomenon. From cliff-diving to mountain biking, Red Bull has gone on to launch a championship winning Formula One team and football clubs including New York and Leipzig. On top of this, the athletes they sponsor continue to grow and vary, from England cricketer Ben Stokes to climber Shauna Coxsey, and from Indian chess player Tania Sachdev right through to American rodeo star Jackie Ganter. Red Bull is truly global, competing with some of the biggest sports and drinks brands in the world. It’s this level of expertise and insight that makes UCFB’s link up with MLS New York venue Red Bull Arena even more exciting, giving students and alumni the chance to access and learn from one of the biggest sport and marketing success stories of the 21st century. Ahead of the UCFB global study hub’s launch in 2020, Joe Stetson, New York Red Bulls’ Chief Marketing & Revenue Officer, explained the importance of the collaboration. He said: “Being part of the Red Bull family is really phenomenal and it’s unique for a sports team to actually have a global brand that you can share best practices with.”

Tomorrow’s talent, today

UCFB GOES GLOBAL

Some of these initiatives have included the club being promoted on drinks cans in the local area to raise awareness of the side, who were founded in 1994. More importantly in a city and country dominated by other sports, New York Red Bulls have been able to engage press in their efforts and success. Stetson added: “We’ve been able to tap into their (Red Bull) media and tap into the Red Bull athletes. To be able to tap into their marketing efforts here in the New York area has been really unique because they actually spread a really wide net.” The net has been cast wide enough that according to J.D. Power, New York soccer fans are now regularly treated to one of the best stadium experiences in American sport when they head to Red Bull Arena. It’s all part of the masterplan for the Red Bull sports division. Stetson finished: “There are so many things that we feel we’re able to offer that our fans will come here, hopefully fall in love with their experience and come back time and time again.”

WHY NEW YORK METRO CHOSE UCFB Joe Stetson, New York Red Bulls’ Chief Marketing & Revenue Officer “We really like what UCFB has done with its stadium campuses in the UK, so it’s exciting to be joining an expanded global network of venues where the next generation of sports professionals will be building their knowledge and contacts. By partnering with us and creating this study hub at Red Bull Arena, UCFB students and alumni will see exactly what makes this city the epicentre of world sports.”

| RED BULL ARENA, HOME OF NEW YORK RED BULLS, SKY BLUE FC AND UCFB’S NEW YORK HUB |

Tomorrow’s talent, today

ATLANTA

HOW ATLANTA IS CHANGING THE AMERICAN SPORTS EXPERIENCE

ome of the 2018 MLS champions, recent Super Bowl finalists and now the world’s most technologically advanced stadium – Atlanta is well and truly on the world’s sporting map. While it’s easy to think of the likes of New York and Los Angeles as the leading sports destinations in the US, since hosting the 1996 Olympic Games, Atlanta has boomed and is now home to some of the leading franchises in North American sport. At the centre of it all is the $1.6bn MercedesBenz Stadium, home to the NFL’s Atlanta Falcons and MLS side Atlanta United. The 80,000 capacity venue has transformed the match-going fan experience in a country famed for looking after it’s spectators, and with a retractable roof and 360-degree, 63,000 square foot HD video screen that towers over the playing surface, the venue is truly unique in world sport. Former Fulham defender Carlos Bocanegra, who’s now Vice President & Technical Director at Atlanta United, explained: “The vision for the stadium was from Arthur Blank [United and Falcons chairman]. It’s an iconic stadium and it’s the best in the world right now. He’s raised the bar, he had a great vision and he cares about the city of Atlanta.” In just two years, the stadium has hosted a Super Bowl and already holds all of the top ten MLS attendance records, including the 2018 final where 72,000 soccer-mad fans witnessed United win their first ever championship – just five years after they were founded. “Atlanta was not considered a sports town,” says Bocanegra. “And then we had 72,000 people watching the MLS Cup final here. The Falcons made it to the Super Bowl [2017], the Braves

Tomorrow’s talent, today

[MLB] have a band new baseball stadium and the Hawks [NBA] before the last few seasons have made the playoffs 8-10 years in a row.” He added: “It’s a mix of a lot of people coming to live in Atlanta, even if they didn’t grow up here, who now have an affection for sport.” Before hosting the 1996 Olympics, Atlanta was a small but bustling town in the state of Georgia, famed for being the home of Coca-Cola. But along with its sporting prowess, the city has rebranded itself as one of the ‘go to’ cities in the US. “Atlanta’s really come on as a cosmopolitan city in the last ten years or so,” says Bocanegra. “After the Olympics, it kick-started people moving here, gentrifying the city, a lot of building, a lot of projects coming up. It’s been cool to see in my short time here how much growth and how diverse the city has become.”

WHY ATLANTA CHOSE UCFB Carlos Bocanegra, Vice President & Technical Director at Atlanta United “We’re really excited about the partnership with UCFB. We feel it’s a world-class organisation specifically for sports, and partnering with the Mercedes-Benz Stadium and operating out of that fantastic building – we couldn’t see a better partnership. Soccer is still very young in America – we’ve only had a professional league for 20 years or so – so the more highly qualified candidates we can populate our work force with is a really exciting thought, especially leading up to the World Cup in 2026.”

| THE MERCEDES-BENZ STADIUM COST $1.6BN TO BUILD |

| AS WELL AS NFL FRANCHISE ATLANTA FALCONS, THE STADIUM ALSO HOSTS MLS SIDE ATLANTA UNITED |

UCFB GOES GLOBAL

TORONTO

‘WHEN OUR TEAMS WIN, WE ALL WIN’

Their victory over the mighty Golden State Warriors in a thrilling play-off series saw them become the first non-US based team to win the championship. Toronto, and Canada, came to a standstill. For musician Drake, all his Christmases came at once.

They count four of Toronto’s major sports franchises within their ownership, as well as either owning or operating the city’s main sports and entertainment venues. In addition to the Raptors, MLSE look after Toronto FC, CFL side the Argonauts and the NHL’s Maple Leafs. And just for good measure, MLSE also own or operate the venues its teams play in, namely at BMO Field, Scotiabank Arena and the Coca-Cola Coliseum.

For those that know about the Raptors, though, and their owners Maple Leaf Sports & Entertainment (MLSE), the success wasn’t a huge surprise. The championship was the result of years of planning, calculation and building the most innovative sports and entertainment division in world sport.

“We really are a unique organisation,” says Chris Shewfelt, Vice President, Business Operations at Toronto FC and Toronto Argonauts. “You’ve got the power of all these different brands working together on a daily basis. The leveraging of different experiences, different efficiencies and different talents

hen Toronto Raptors won their first ever NBA championship in June 2019 the sporting world stood up and took notice.

| TORONTO FC FAN CELEBRATING THEIR 2017 MLS CUP VICTORY |

Tomorrow’s talent, today

UCFB GOES GLOBAL

| BMO FIELD, HOME OF TORONTO FC AND UCFB’S CANADIAN GLOBAL STUDY HUB |

all together make us a unique organisation. You’ve got the power of almost 800 full-time employees working together on all these different properties – there is so much work that is collaborative.” Success breeds success, so when Toronto FC won its first ever MLS Cup in 2017 this was no accident. It was a long process of studying, understanding and realising the need for a soccer franchise in Canada’s sports capital. So in 2005, the club joined its older siblings from the NBA and NFL in a league of its own. Shewfelt added: “When our teams win, we all win together. When Toronto FC win a championship it sheds a light on all the different properties. When the Raptors go on this unbelievable run and win the NBA championship it shines a light on the city and the country as well as on MLSE. There’s a lot of sharing and it’s great for the entire city and the country.”

WHY TORONTO FC CHOSE UCFB Chris Shewfelt, Vice President, Business Operations at Toronto FC and Toronto Argonauts “UCFB has established itself as a really unique organisation developing degrees in the football business, so this is a really great alignment for us here at Toronto FC. Being associated with UCFB’s other global properties is something that MLSE and Toronto FC are very excited about. If we can better the amount of great students that are coming through in the sports and entertainment industry, that’s something that we are very interested in.”

Tomorrow’s talent, today

| MELBOURNE CRICKET GROUND, HOME OF UCFB’S AUSTRALIAN GLOBAL STUDY HUB |

MELBOURNE ‘THE MCG LIFTS PEOPLE TO A DIFFERENT EMOTIONAL STATE’

hether it was Shane Warne’s 700th test wicket or 100,000 packing in to watch the 2010 AFL Grand Final end as a 68-68 draw, the Melbourne Cricket Ground (MCG) has an abiding memory for all who have walked through its gates. As Australia’s greatest sporting venue, ‘The G’ is the crown jewel of the southern hemisphere’s premier sporting powerhouse. A Mecca for cricket and the AFL, the MCG holds a special place in the hearts of all Aussie sports fans.

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UCFB GOES GLOBAL

“The MCG has always been able to lift people to a different emotional state,” explains Lewis O’Flynn, Commercial Partnerships Manager at the MCG. “There is a raw energy created from such a mass of people all highly engaged with what’s unfolding in front of them on the field.” He added: “When people reflect on what the MCG means to them, they refer to the amazing triumphs or defeats and acts of courage and resilience that they have witnessed at the stadium.” Like Wembley Stadium and the Nou Camp, the MCG is a tourist destination in its own right. Renowned around the world, sports fans flock to the city’s sports precinct to catch a glimpse of the arena. “We never lose sight of the fact that the MCG is one of the world’s greatest attractions,” comments O’Flynn. “Both domestically and internationally, we want it looking and functioning at its very best. The MCG is regularly in the spotlight – people love coming here and talking about the MCG and we want them only ever to have positive things to say.” Certainly no stranger to staging global events, the MCG will next be on the world stage when it hosts the men and women’s T20 Cricket World Cups in 2020. Playing host to the final for both events, O’Flynn is well aware of the role the MCG will play in projecting Australia to the world. He said: “The MCG is one of the major showpieces for tourism in Australia and we’re aware of the role we play as a publically owned asset to always present the MCG in the best possible light.”

| RICHMOND AND COLLINGWOOD ARE TWO OF THE BIGGEST AFL SIDES IN MELBOURNE |

WHY MELBOURNE CHOSE UCFB Lewis O’Flynn, Commercial Partnerships Manager at the MCG “It makes a lot of sense for the MCG to partner with UCFB and to become one of their global study hubs. The MCG is a world class stadium and precinct and UCFB’s ongoing expansion enables our two organisations to build strong connections through a progressive model of academia, which will deliver great outcomes for both parties.”

As for breaking the world record for attendance at a women’s international fixture in the upcoming final – incidentally on International Women’s Day in March – O’Flynn added: “We do love an attendance record and we have plenty to boast about!”

Tomorrow’s talent, today

SHARONA FRIEDMAN

MEDIA | BUSINESS | EVENTS

A WORLD OF OPPORTUNITIES In less than a decade since its inception, UCFB has opened campuses that feature two of the UK’s most iconic stadiums, partnered with some of the leading names in British sport and opened the door for thousands of students to work in their dream job. Now, the institution intends to take its unique educational model around the world to the superpowers of sport. In her exclusive column for Future Sport, UCFB’s Chief Marketing Officer and proud Torontonian, Sharona Friedman, lays out why the move was as clear as it was obvious…

ne thing that UCFB students are told on a consistent basis is that the industry they aspire to work in is truly global. Sport is adored and played across every continent, ensuring social mobility and community cohesion. Crucially, it’s estimated that the global sports industry is worth upwards of $700bn (USD), with that number continuing to increase year-on-year. This phenomenal number means that more and more jobs are being created to aid its growth around the world. It’s the reason that UCFB came to be and why now our efforts are concentrated on ensuring students gain an understanding of the industry in the US, Canada and Australia, as well as the UK. Knowledge is power, and part of the upskilling process as a degree student is having a firm understanding of how international markets work, especially in sport. This knowledge and experience can be the difference between landing a dream job and just missing out.

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A recent study by Universities UK International showed that students who spend time abroad studying are 10% more likely to land a graduate job, earn on average 7% more than their peers and are 19% more likely to land a first in their degree programme. It would’ve been remiss of us not to utilise the contacts we have in sport to better the student experience and provide this incredible opportunity. As an institution we are extremely privileged to now have a presence in four countries, each of which is a sporting superpower. The pedigree of sport in the United States, on and off the field, needs no explanation. Our partners at Red Bull Arena in New York, and the Mercedes-Benz Stadium in Atlanta, each offer something totally unique to the US market and we’re very excited that our students and alumni will have the opportunity to experience this. In Melbourne, the MCG event promises to be an unforgettable annual summit for those in attendance. If there’s a better sports precinct in world sport

| UCFB CHIEF MARKETING OFFICER SHARONA FRIEDMAN AT UCFB’S WEMBLEY CAMPUS |

than the one in Melbourne then I’ve yet to see it. On a personal level I’m delighted that students will get the chance to visit Toronto and explore its rich sporting heritage. My hometown is still revelling in the Raptors NBA Championship win, so now more than ever there’s a real appetite for sport in the city. I’ve been lucky enough to work in each of these countries and am a product myself of their respective education systems. The combination of each sport and our growing list of partners in London, Manchester, New York, Atlanta, Toronto, Melbourne and beyond will ensure that UCFB students and alumni will truly be learning from many of the best in the business. Our mission is to provide the knowledge and experience of leading global sports markets and put our graduates at the front of the queue when looking for that dream job.

GLOBAL NETWORKING CENTRES As well as the four global hubs, UCFB will also be opening networking centres in Singapore; Shanghai, China; Dubai, UAE; and Mumbai, India. Each centre will allow students, alumni and staff to meet with peers and sports industry professionals, as well as allow international students the opportunity to attend sessions with UCFB personnel in key and emerging international sports markets

DATES FOR UPCOMING UCFB GLOBAL SPORTS SUMMITS JANUARY 2020 - MELBOURNE APRIL 2020 - NEW YORK APRIL 2020 - ATLANTA JUNE 2020 - TORONTO

Tomorrow’s talent, today

ROY KEANE

MEDIA | COACHING

DEADLY SERIOUS As captain of Manchester United he won it all; as a manager and coach he’s won promotion and been to international tournaments. For Roy Keane though, his management career is only in its infancy. Fresh from five memorable years assisting Martin O’Neill for the Republic of Ireland, Future Sport spoke to Keane about his time playing under Fergie, what he’s learnt about leadership and if he actually enjoys being in front of the camera…

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t’s easy to imagine Roy Keane in the Old Trafford dressing room taking no prisoners and dictating terms. After all, there’s a reason the great Sir Alex Ferguson chose him as captain. As one of the more vocal icons of the Premier League era, the Irishman has never shied away from giving an opinion. Whether as leader of treble-winning Manchester United, or since as a manager and pundit, Keane is straight, honest and often blunt. So when Future Sport sat down to talk with the former Sunderland boss during his visit to UCFB, it perhaps wasn’t a total surprise to hear him suggest that player power in the game had gone too far. “To me now the manager is at the bottom of the pile,” he tells us. “When things aren’t going right or players aren’t happy, they make a few noises and the manager is gone.” He adds: “It’s difficult for lots of managers out there; a lot more experienced managers than me have suffered from it. Players are in contact with chief executives and chairmen, whereas years ago you always felt the manager was one of the most important people at the club. You’ve got to manage people, obviously, but we’ve got to try and get rid of this player power nonsense; particularly the bad players.” Though he might not admit it, Keane’s approach to his football career of ruling through fear was shaped by perhaps the two most influential men in the history of British football – Ferguson and Brian Clough. Their stories are famed, as is their legend and fingerprints on the game.

| KEANE HAD A LOT TO SAY TO FUTURE SPORT AND UCFB STUDENTS |

“THE DAY YOU DON’T SUFFER AFTER A DEFEAT YOU SHOULD PROBABLY GET OUT OF THE GAME.” What did Keane learn from them? “Both were brilliant and I count my blessings that I got to work with them,” he says. “But if I could take anything away from working with them it was how simple they kept it. I never felt confused by their instructions or tactics.” Just like his former bosses, Keane has always put immense pressure on himself to succeed. Whether for United, Celtic or his country, his desire to win never waned. He admits though that it’s much tougher for a manager. As a player he could escape to a “bubble”, but as a manager more people want answers. There is however, he says, an easy way to get to grips with it: “Experience.” Though admitting he put too much pressure on himself at the beginning, when asked what advice > ARTICLE CONTINUES

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ROY KEANE he would have given himself when starting his management career at Sunderland, Keane said: “I would probably say ‘go a bit easier on yourself.’ I was hard, particularly after a bad performance. I know that’s part of the industry but I was quite good at beating myself up.” But in true Keane style, he bites back: “The day you don’t suffer after a defeat you should probably get out of the game.” In the past Keane has famously lambasted TV punditry, saying there were figures on TV he wouldn’t listen to down the pub. His stance has somewhat softened over the years, however, and his forthright comments now make for essential viewing. Following a five-year spell as Martin O’Neill’s assistant for the Republic of Ireland, which

included Euro 2016 in France, Keane joined Sky Sports’ raft of former players in the pundits’ chair. It doesn’t look like it, but does he enjoy it? “I enjoy watching good games,” he says after a brief pause. “People sometimes think I’m a bit serious when I do it but it’s my job; if they want a comedian they can get somebody else.” Football clearly needs Keane as much as he needs it. Someone who has captained one of the best teams of the 20th century and been taught by two of the game’s greatest minds will never not have something to offer the players of tomorrow. As he tells Future Sport, Keane doesn’t just see himself as a pundit.

| THE FORMER REPUBLIC OF IRELAND CAPTAIN SHARED HIS EXPERIENCES WITH UCFB STUDENTS DURING AN EXCLUSIVE CAMPUS VISIT |

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LEADING THE WAY IN

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PROMOTE THE SPORT OR THE ATHLETE?

MEDIA | BUSINESS | EVENTS

IN FOCUS:

PROMOTE THE SPORT OR THE ATHLETE? The 2019 World Athletics Championships in Doha did not go to plan, with the world’s best athletes competing in front of a near-empty Khalifa International Stadium. As the Toyko Olympics come into view, athletics bosses are struggling to capture the public’s imagination following the retirement of Usain Bolt. Here, UCFB’s Head of Global Marketing, James McKeown, explores the dilemma of whether to promote superstar athletes or focus on the core sport itself in the fierce battle for fans across the world...

Tomorrow’s talent, today

PROMOTE THE SPORT OR THE ATHLETE?

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| THE FASTEST MAN ON EARTH, USAIN BOLT, CELEBRATES AT THE RIO OLYMPICS IN 2016 |

ame three current track and field athletes. Usain Bolt has retired – he doesn’t count. Eliud Kipchoge and Mo Farah favour marathons and road races - they half count. Jessica Ennis-Hill is long gone. International readers, you might be able to recall a national favourite if you’re lucky. Who won the women’s or men’s 100 metres at the 2019 World Championships in Doha? Congratulations if you named Shelly-Ann Fraser-Pryce or Christian Coleman correctly. The truth is, a seriously low number of athletes around the world are recognisable

Tomorrow’s talent, today

to all but diehard fans. This isn’t a new phenomenon – the human brain usually doesn’t have capacity to associate more than one or two faces with a sport that they have a passing interest in. A sports agent told me shortly after London 2012 that they were having to decline opportunities to represent Olympic gold medallists because there just isn’t enough space in the public consciousness for them to become household names, and therefore secure significant endorsement deals. This lack of athlete recognition is a problem for your sport when its only true global, transcendent superstar of the 20th century retires without an heir apparent.

PROMOTE THE SPORT OR THE ATHLETE?

“BOLT’S DEPARTURE FROM ATHLETICS HAS LEFT IT WITH A GAPING HOLE TO FILL.” Usain Bolt had been the face of athletics for a decade from the moment he smashed the 100 metres world record at Beijing 2008. He drove huge crowds to events and inflated TV audiences across the globe. In the UK alone, over 20 million TV viewers watched him run 9.63 seconds at London 2012 – more viewers than any England football match this century. He featured consistently in Forbes’ best-paid athletes lists and was a face of brands like Visa, Gatorade and Hublot. I enjoyed some of the fruits of his fame working at British Athletics. 180,000 fans flocked to a sold-out three-day event we held in 2013 at London Stadium with Bolt headlining.

Bolt’s departure from athletics has left it with a gaping hole to fill now though. The London 2017 World Championships, Bolt’s final event, drew over 700,000 spectators. The Doha championships that followed it this past summer were embarrassingly poorly attended. Empty stands and a hollow-sounding stadium greeted most days of action. Whilst the sport’s success over this period is not solely down to one man (British Athletics are great at what they do, in my humble opinion), the sudden drop in fan interest is worrying. > ARTICLE CONTINUES

| MO FARAH ON HIS WAY TO WINNING DOUBLE EUROPEAN GOLD IN ZURICH IN 2014 |

Tomorrow’s talent, today

PROMOTE THE SPORT OR THE ATHLETE?

| USAIN BOLT AND MO FARAH CELEBRATING AT THE 2012 OLYMPICS IN LONDON |

Examples of players, teams and leagues having differing levels of promotional strength can be found everywhere.

He excites many younger fans and reminds the world that United can still recruit superstars. The potential for his on-field performances to deteriorate or for him to eventually move elsewhere are risks that the club must be aware of though, if they don’t wish to lose a chunk of their fan base in one fell swoop.

Some media outlets suggested that Manchester United’s pursuit of French superstar Paul Pogba in 2016 was as much related to his fan popularity and commercial value as his playing prowess. He certainly drives headlines and has a massive personal following.

The popularity of the English Premier League has gone from strength to strength. Global Web Index calculates that 36% of all internet users are Premier League fans – a staggering statistic. Starting with its rebranding from the old Football

The debate has raged on inside teams and governing bodies since sport became a commercial entity. Do we promote the sport itself, or the star athletes to attract fans?

> ARTICLE CONTINUES

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PROMOTE THE SPORT OR THE ATHLETE?

| PAUL POGBA IS ONE OF THE MOST MARKETABLE ATHLETES IN THE WORLD |

PROMOTE THE SPORT OR THE ATHLETE?

“THE PREMIER LEAGUE’S DECISION TO DROP BARCLAYS’ £40M PER YEAR TITLE SPONSORSHIP WAS A BOLD MOVE.” League First Division in 1992 and evolving over time to be a global powerhouse, the Premier League as a product holds huge brand equity, irrespective of what teams are fighting for the title or for relegation in any given year. Star players come and go, but the Premier League remains strong. Its decision in 2016 to drop Barclays’ £40m per year title sponsorship in order to create a clean, sponsor-free Premier League brand in its own right was a bold move to firm up its iconic status as a league. Athletics would probably give its right arm to be in the position of the Premier League. Did you know that the IAAF Diamond League is athletics’ top-tier annual competition, with 15 events held around the world? Do you know who its 32 Diamond League champion athletes for 2019 are? Probably not. Athletics’ top man, Lord Sebastian Coe, understands that fundamental changes are needed to the structure of both the sport’s league system and the way that product is presented to consumers around the world (although some of his proposed Diamond

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League changes have drawn controversy already). As President of the IAAF he has overseen the start of a rebrand of the governing body to the simpler and more visually pleasing ‘World Athletics’, with a rumoured rebrand of the Diamond League itself down the line. He has acknowledged that athletics events can be overly complicated for many casual fans and that there is no clear story or narrative to follow between the Olympic Games every four years. These changes to modernise the sport and its premier league should hopefully address some of the dip in fan interest since Bolt’s departure.

PROMOTE THE SPORT OR THE ATHLETE?

‘THE SHIELD’ VERSUS THE PLAYER In the USA, the two most popular major league sports have somewhat contrasting strategies towards promoting its players and the sport.

The NFL’s logo embodies its ethos, with a focus famously on ‘the shield’. Individual teams may rise and fall, athletes may peak and retire, but one thing remains the same – the NFL as a league enjoys incredible popularity in the States. The relative lack of player focus in its marketing is partly down to the difficulty in recognising individual athletes under their helmets on an NFL field of play. But the power of the tradition of NFL gameday, with Sundays exclusively reserved in American culture for NFL viewing between September and January, makes up for any shortfall in superstar players.

The NBA’s logo, meanwhile, focusses on the player – as do its general media and marketing strategies. The NBA was an early adopter in embracing social media for its players and uses their individual stardom around the world as a selling point. Years ago the NBA also decided to be more liberal than most about sharing short highlight clips online for free. That strategy to grab the attention of the younger consumer through highlights of its stars has so far paid off, with the league enjoying a bigger digital footprint and a younger average audience than rival leagues.

| JACKSONVILLE JAGUARS AND DALLAS COWBOYS CLASH IN THE NFL INTERNATIONAL SERIES AT WEMBLEY STADIUM |

Tomorrow’s talent, today

FAN TV

| UCFB GRADUATE ROSS CHANDLEY ON THE JOB FOR THE REDMEN TV |

MEDIA

WHAT’S ALL THE NOISE ABOUT?

ou’ve probably heard or seen them bouncing around the internet. They’ve got a camera, big opinions and adore their football club. Love or loathe them, fan channels are very much part of the landscape in modern football. With a potential audience of millions around the world, their opinions and soundbites travel far and wide and can often shape the conversation around a club. It’s the media but not as we know it, with fan TV now the go-to place for many fans ahead of traditional media outlets for club news and opinion. Manchester United fans flock to Full Time DEVILS; Arsenal Fan TV (AFTV) keeps the red side of North London entertained, while Liverpool fans hang on to the thoughts of The Redmen TV. Between them they have nearly two million subscribers on YouTube, let alone Twitter and Facebook.

Tomorrow’s talent, today

FAN TV Where once it was fans interviewing fans, now these channels are gaining access to club legends past and present. In recent years The Redmen TV have sat down with the likes of Jurgen Klopp, Jamie Carragher and Future Sport cover star Steven Gerrard. Even the clubs themselves are starting to recognise the influence these channels and their hosts possess. Low budget, single camera interviews have given way to polished, mainstream media-style coverage. To find out more about the fan TV phenomenon, Future Sport travelled to a business park on the edge of Liverpool to speak with Redmen founder and presenter Paul Machin. In a studio plastered in Liverpool memorabilia, Paul said: “The rise of fan-owned channels is largely down to the increased interest in the sport; with 24-hour news cycles like Sky Sports News, football has now become central to everyone’s lives.” He continued: “When we started The Redmen TV, in the mainstream you had people talking about Liverpool who didn’t understand Liverpool – that’s really annoying. When footballers who don’t watch the games are trying to pass opinion off as fact, it is very, very annoying.” Launched in 2007, Redmen claims to be the original fan TV channel, utilising social media in a way football fans never had before. Now, with most clubs having at least one fanled channel to praise and lambast differing fortunes on the pitch, the conversation is changing. Clubs are now more media-savvy than ever, employing large teams to deal with a growing media presence. It is, however, increasingly rare for them to discuss negativity if results are going badly. This is where the fans come in. “There was a space for hours upon hours of content and coverage that wasn’t being given the time of day on Sky Sports or Match of the

“THE ROLE THAT FAN TV PLAYS IS THAT IT ALLOWS US TO HAVE THOSE CONVERSATIONS THAT ARE BEING HAD IN THE REAL WORLD.” Day”, Paul says. “The role that fan TV plays is that it allows us to have those conversations that are being had in the real world, but aren’t being covered anywhere else.” An ever growing presence means individuals with proven multimedia skills are needed to run these channels. UCFB graduate Ross Chandley worked at Redmen during his degree, and is now their Head of Marketing & Social Media. Regularly seen on screen with Paul discussing everything from transfers to results to kit deals, Ross has landed his dream role – talking about Liverpool. “When I first started I wanted them to be separate entities”, he explains. “I didn’t want to mix my passion and love for the football club with my job because if I didn’t like my job then I wouldn’t like Liverpool and vice versa, but it’s turned out to be quite the opposite.” Ross added: “I’ve been really lucky. I’ve been here for two years and in that time we’ve reached two Champions League finals and won one of them. It’s been a learning curve but you get the highs, the lows and reactions of fans and you really need to know how to deal with them, but with the football club doing well on the pitch it definitely makes our job a lot easier!” > ARTICLE CONTINUES

Tomorrow’s talent, today

FAN TV

| AFTV FOUNDER ROBBIE LYLE DURING HIS GUEST SPEAKER SESSION AT UCFB |

DO FAN CHANNELS REPRESENT FANS FAIRLY? A stick fan channels are often beaten with is that they don’t represent the fan base of their respective club fairly, and that by giving airtime to those with the most outrageous views, they’re only interested in gaining clicks and views. However, by travelling often around the world to watch their beloved team, channel bosses will strongly disagree with that while pointing out that their commitment to the team reaches far beyond a digital footprint. Robbie Lyle, the host and main man behind AFTV, has interviewed more than his fair share of angry Gooners in recent years and firmly believes his channel is a fair reflection of his team’s fan base. He told Future Sport: “We go to every game, home and away, and our aim is to give fans a voice and to give them a chance to have their say on the team.” He added: “I think the cross section of fans that we interview probably does reflect what most people are thinking, though you do get some that have got very strong opinions that maybe a lot of fans don’t agree with. But I think if you watch it as a whole then it does represent broadly what fans are thinking about the club.”

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COACHING

THE MENTAL BATTLE When Mick McCarthy talks people listen. The no-nonsense Yorkshireman has a way with words which can only be described as direct. So when the Republic of Ireland manager talks about how he has seen the football industry deal with mental health it’s worth taking note. When asked by Future Sport if enough was being done to help players, McCarthy’s response is one that will surely make the game’s influencers sit up and take notice. “Not really, no”, he said. “Not at the clubs below the Premier League.” As he prepares the Republic of Ireland for their Euro 2020 play-off against Slovakia in March, McCarthy revisited his memorable six-year spell as Wolves manager, where he took the Midlands side into the Premier League, and one of his first encounters with a psychologist in club football.

“GETTING OLD GIVES ME AN INSIGHT I THINK I DIDN’T HAVE WHEN I WAS 32 AND I TOOK MY FIRST JOB.” | MICK MCCARTHY SPEAKING TO UCFB STUDENTS AND FUTURE SPORT |

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“I have a friend who was brought into the club to work in that sphere and I think he had a fair bit of success”, the 60-year-old said. “What I learnt from it was that players are prepared to tell somebody that’s not involved in the game, someone that is seen as a mentor or as a counsellor, but they won’t share with me or with the coaches.” He added: “Some of it was mind-blowing, it was life changing for me. I’ve seen it in other clubs where players are suffering with their mental health and it’s affecting their performance to even just get out on the pitch.” McCarthy went on to say that he believes his age and experience in the game – he’s played and managed in the Premier League and at World Cups – gives him the tools to help his players when required. He added: “I keep saying that getting old gives me an insight I think I didn’t have when I was 32 and I took my first management job. I recognise things better and accept there are issues in football that when I was younger I’d have said ‘ah get on with it’. I’m now a father and a grandfather and I’m better able and better equipped to recognise it and actually do something about it.”

WE ARE THE LEAGUE MANAGERS ASSOCIATION The LMA is the representative association of the football managers, past and present, in the English professional game, including the Womenâ&#x20AC;&#x2122;s Super League. The LMA is established to protect and represent the interests of our members, to have a positive impact on their careers, and to make a lasting contribution to the game. As the collective voice of our members, we represent their interests to the game and its stakeholders. In addition, we provide an extensive range of member services focused on three key areas: employment and legal services, health and wellbeing, and career and personal development.

www.leaguemanagers.com

| CLASSIC FOOTBALL SHIRTS’ WAREHOUSE IN MANCHESTER IS AN ALADDIN’S CAVE FOR FANS |

| BUSINESS | EVENTS

NOSTALGIA THE KEY TO A FAN’S HEART Fans who flock to football stadiums around the country won’t have failed to notice the influx of retro shirts being worn on a match day by fans of all ages. In a world of social media and extreme tribalism, this relatively new trend offers a fascinating insight into a fan’s identity and how they relate to their football club. Here, Future Sport dives into the world of classic football shirts…

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THE RISE OF RETRO

he Premier League and its mega millions has changed the football landscape beyond recognition since 1992. Huge television contracts have enabled it to become the most watched sports league in the world, opening up clubs to untapped markets of fanatical support.

UCFB academic Simon Mitton began to dig into this new trend among football fans in search of why. However, his research was clear that the classic football shirt must be exactly that – a classic. Not a replica by the likes of Score Draw, but the real deal.

While this is music to the ears of finance directors throughout the league, lifelong and local fans, who support their team every week and feel their loyalty is taken for granted, have found a new way to prove their ‘authenticity’. As the newfound football tourist wears the latest £60 Nike creation and disastrous half and half scarf, the seen-it-all Leicester City fan will wear the iconic royal blue Fox Leisure and Walkers Crisps shirt from the 1994 First Division Play-Off final.

“There are lots of dynamics to buying a classic shirt,” Simon says. “It’s about connection to a club and the length of time you’ve been supporting them. Where were you when your team wore a specific shirt?”

The classic football shirt is the new black. At grounds up and down the land vintage shirts of former glories are donned by supporters of all ages; for some because it’s more stylish, for others it’s because their team wore it during an unforgettable cup run.

As part of his research, Simon enlisted the help of Gary Bierton, general manager of Manchester-based Classic Football Shirts. The online shop is an Aladdin’s cave of goodies for football geeks and shirt collectors around the world, stocking thousands of shirts from clubs, countries and leagues everywhere. Set up in 2006, the company has blossomed into one of > ARTICLE CONTINUES

| CLASSIC FOOTBALL SHIRTS’ GENERAL MANAGER GARY BIERTON |

RISE OF RETRO

| THE WAREHOUSE STOCKS APPROXIMATELY 75,000 RETRO SHIRTS |

“THE GOAL POSTS CHANGE AND THAT CHANGES THE AURA AROUND THE KITS.” the leading classic shirt stockists, and is regularly visited by kit designers from the biggest brands in sport looking for inspiration. Their research in this time has shown that their key audience is fans aged 25-34 that have loved the game for most of their life. “If you walk past someone on the way to the stadium and you see an old shirt you think ‘they get it’”, says Gary. “But I also think a lot of fans are very cynical towards their club and towards each other with this kind of ‘knowledge is power’ and ‘nostalgia is the authority’.” He adds: “When you first become a football fan at a young age, you’re completely blind to that cynicism that you’ve got 20 years later. That’s when you’ve hit that demographic where you’re then wanting to look back.” However, there’s also the collectors’ aspect to rare and classic shirts. Where some like stamps, others prefer Panini stickers.

Tomorrow’s talent, today

THE RISE OF RETRO

However, the football anorak wants to get their hands on a specific shirt. “Shirts are like vinyl,” Simon says. “There are obsessives who want the whole range of kit, and they want the original. Vinyl is popular once again, but people don’t want the new remastered version of The Stone Roses – they want the original pressing from 1989.” The 2019/20 season has seen teams whose kits are produced by Nike given third kits featuring the retro-inspired ‘Futura’ logo, with the American brand fully tapping into ‘streetwear’ and 90s inspired fashion. Gary admits it’s hard to know whether current football shirts will have the same nostalgic appeal in 30 years’ time. It simply depends on how a shirt could take off and pull people’s heart strings. “If you look at the Spain kit when they won the 2010 World Cup – it’s an away shirt,” he says. “Not many fans would buy that. Same with Holland and the 5-1 shirt vs Spain [World Cup 2014]. That’s a blue kit – who’s going to buy a Holland away kit?! But all of a sudden you find that those are the shirts that then elevate in value.” It’s the same for even the biggest club sides too, he adds. “The fan that looked at the 1990 Liverpool shirt when they last won the league as the key moment has moved to the Istanbul shirt and that being the holy grail. It then moves to the Mo Salah final this year. The goal posts change and that changes the aura around the kits.”

“IF YOU WALK PAST SOMEONE ON THE WAY TO THE STADIUM AND YOU SEE AN OLD SHIRT YOU THINK ‘THEY GET IT’.”

| UCFB ACADEMIC SIMON MITTON HAS BEEN RESEARCHING THE RISE OF RETRO SHIRTS IN FOOTBALL |

To find out more about Classic Football Shirts, visit www.classicfootballshirts.co.uk

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| COACHING

IN CONVERSATION WITH...

PAUL SIMPSON What would you say to young coaches who want to cut their teeth at youth level? It’s really important to not have the expectation that you’re going to start at the top, because that very rarely happens. You have to be prepared to go and earn your stripes and work your way through the system. I remember my first days in coaching, I was coaching the under eights at Blackburn Rovers, then went to a first team manager’s job where you’re dealing with the same problems but you’re still working with people and learning what makes a person tick. It’s really important to get in and learn the basics of the role, and it’s great to do that with younger players.

In June 2017 Paul Simpson led only the second ever England team to World Cup success when his U20 side famously beat Venezuela 1-0 to join a very small but elite list of world beaters. Their success in South Korea that summer was at the height of the greatest summer English youth football has ever experienced, which included an U19 Euros win and then an U17 World Cup win. Following a playing career which included time at Manchester City, Derby County and Blackpool, Simpson took up management roles at the likes of Rochdale and Preston North End before fate led him to taking over at St. George’s Park in 2017. Future Sport caught up with the England U20 manager to find out more about coaching at youth level and shaping the future of English football…

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How important is it to continue your education when an experienced manager? The day that you think you know everything is the time to get out because you’re kidding yourself. You can always learn something. I find it fascinating, even now, going round and watching people; sometimes you come away thinking ‘I actually do that quite well’, other times you think you could take something from a session and develop it. What type of people do you like to surround yourself with to help you do your job? I think you’ve got to surround yourself with people that are positive, that’s really important, and you don’t need to be afraid of surrounding yourself with people who are better than you. If you can get somebody who is really good at a specific role, then bring them in. The more people who you can learn from and who you can develop with has got to be good for you.

What benefits can a sports psychologist bring to the team? We have coaches who work on the grass, medical people in recovery, but the mind is such a powerful tool for players and coaches. It can help players and help them deal with issues, not only negative but to deal with the positive too. The game has so many rewards for players that I think they need to be educated on how to deal with that. What is your approach to creating the best culture and team spirit? The way I try to go about it is that I try to place importance on every single person in the group. Whoever they may be, everybody has a really important role to play. One of the things that was a real test for me was when we went out for the World Cup, it was the first time I had a really big group of staff. We had 19 staff with us over the 35 days; that became a big challenge looking after everybody and making sure that they felt involved and had a say. With the players the culture we aim to create and enjoy creating is that they have ownership and are prepared. They need to understand the identity of what it means to be an England player and what value that adds to them as a person and as a player. How important is it to recognise the specific needs of individual players? Coaching is about knowing that we’ve got such a wide range of personalities and backgrounds. We are such a diverse country that I think it’s important to understand the culture that people have come from and the life they’re living – one size doesn’t fit

| SIMPSON BECAME ONLY THE SECOND ENGLAND MANAGER TO WIN A WORLD CUP WHEN HE LED THE U20S TO GLORY IN 2017 |

all. I remember my first manger job at Rochdale thinking that I’d be able to change people; I learnt very quickly that you can’t change people but you can get the best out of them. What is the most effective way to communicate with younger players? Sometimes there has to be a little bit of short, sharp, shock, but young people now don’t react to negative feedback, they react to positive. It’s something that we are really trying to do because in the heat of the battle it’s sometimes difficult to keep a positive mindset. I want my message to be clear and simple and not overloaded with information. At half-time, when we come in, players have been running around for 45 minutes and they’re not going to be in the state of mind where they can really absorb new information, so we try to do it by keeping it simple. What has been your favourite moment in football? Surely it was that summer in South Korea? If I’m honest the best is still sitting here today and being involved in football. Starting as an apprentice at 16 at Manchester City and wanting to get a professional contract, having a playing career to just short of my 40th birthday and then getting into management and working with some fantastic people in some great organisations. I even include the setbacks in that. All of that and my degree – it all led to winning the World Cup. The whole experience of being in football just gives you a buzz every single day.

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VAR - WHAT IS IT GOOD FOR?

hen the back pass rule was introduced in the early 1990s its purpose was to eradicate the negative football that was staining the game and to prevent goalkeepers holding on to the ball for minutes at a time. Very quickly it worked, fans were happy and the game has since gone on to reach stratospheric heights.

“The biggest issue for the football fan seems to be that if you obey all the rules you miss all the fun,“ says UCFB coaching academic Dominic Haynes. “The removal of hairline offside goals and dodgy penalties stops those who don’t know the laws of the game debating their opinions over a pint in the pub.”

If only the same could be said for the video assistant referee, otherwise known as VAR. After spending years being told it was living in the dark ages, football finally succumbed and allowed the use of video technology in 2016.

Then of course there is the emotion of the sport. The feeling when your team scores is hard to beat, but when it needs to be checked by VAR – as all major incidents do – the pause button has to be pressed on celebrating. Remove this emotion from the game and suddenly the Premier League isn’t the global, full-stadium bonanza it currently is.

Its first truly global run out was at the FIFA World Cup in 2018 where it was largely seen as a success. Then after being trialled in the FA Cup, VAR was introduced to the Premier League at the start of the 2019/20 season. This is where it gets tricky. If the purpose of VAR was to remove controversy from the game and stop the whataboutery among fans, players and media, it hasn’t worked. And despite initially an almost collective agreement among these groups that technology would only aid the game, right now all would say that just isn’t the case. Everchanging handball and offside laws certainly don’t help, but at its essence football is a simple sport. Are we now overcomplicating it?

| A VAR REVIEW TAKING PLACE AT WEMBLEY STADIUM DURING AN FA CUP GAME |

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“Sport’s unique feature is its unpredictability”, ESPN commentator Jon Champion explains to Future Sport. “I love human frailty and that’s why I’ve got mixed feelings on VAR at the moment because it removes some of that.” As one of the game’s great orators, Champion has seen every emotion at all levels of football. So with caution, he urges: “The great sports are the ones that become a nation’s conversation and there’s no more conversational sport than football. I just wonder that if we start to sanitise that then some of it will go.” For Haynes though, it’s simple; fans must stop their moaning and get on with it. He added: “The options here are learn the laws and abide by them, or don’t participate. At the start of every season, clubs, managers and teams make this choice. It’s time fans did too.”

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GUS POYET | COACHING

HOME IS WHERE THE HEART IS is career has taken him from Spain to Greece and from France to China, but it’s England where Uruguayan Gustavo Poyet feels most at home. Remembered fondly by fans at Tottenham Hotspur and Brighton & Hove Albion, it was with his former Chelsea team mate Dennis Wise that he began to find his way into coaching. Firstly at Swindon Town, and then Leeds United, Poyet observed as an assistant the methods he would want to take on into his own management career. “It was my first job so I tried to just keep behind him [Wise], look for reactions and see what was the right thing to do,” Poyet tells Future Sport. “I was supporting him, but if I disagreed I would tell him that!” If learning from “Wisey” was out of the frying pan, then his time with Juande Ramos at Tottenham was most definitely into the fire. Their 12 months at the club saw Poyet act as the Spaniard’s de facto translator, win the League Cup and then suffer the loss of the club’s two best players in one summer. It was during this time he knew that his personality wouldn’t allow him to be an assistant for much longer. He didn’t have to wait long. Within weeks of leaving North London, Poyet was given his first job at Brighton. He took over the club in the relegation zone before sowing the seeds for their eventual Premier League success.

“Brighton was the best moment of my career as a coach,” Poyet explains. “The club was in a difficult situation in League One and we needed to get out of that. We did that and the following year the owner Tony Bloom was talking about going up. We’d been fighting relegation for three years and now we needed to go up! I said it would be difficult.” However, go up Poyet and Brighton did – as League One champions. The summer of 2011 is remembered fondly in Sussex. Not only did the club get promoted to the Championship, they also made their long awaited move into the Amex Stadium. Poyet and his players relished the challenge. “We had a group of players that understood the situation and they really put in an effort,” he explains. “It was incredible to go up against clubs in that league with more money than us. Then it became a bit easier because we were in a better position – we went from 7,000 fans to 24,000 then 30,000.” His time at the Amex ended acrimoniously, following a play-off semi-final defeat to rivals Crystal Palace, but his bond with the players remains strong – even speaking to players from that team to this day. Ever the pragmatist, Poyet looks back fondly on his time with the Seagulls. “The players understood what we were trying to bring into the club, it suited them to get better. That’s the role of the manager, to put the player in a position where he is going to give you his best. If you do that you’re going to do well.”

| GUS POYET WITH GUILLEM BALAGUE AT UCFB WEMBLEY |

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MIHIR PANDYA UCFB Graduate Media Monitoring & Response Management at Major League Soccer

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