Football
Building and transforming football structures
I help clubs, leagues, federations and emerging football projects create, professionalise and improve sporting structures, with particular expertise in women's football.
My experience covers the full operating reality of football: player development, recruitment, contracts, team structures, digital systems, data, commercial growth and stakeholder management.
Problems
When football organisations contact me
- 01
You need to build a women's football department
There is intent and budget, but no complete structure, pathway or operating model to sustain growth over several seasons.
- 02
The structure needs professionalisation
Roles, processes and decision-making have grown organically. The organisation needs clarity, governance and coordinated planning cycles.
- 03
Talent development is fragmented
Grassroots, academy and senior football operate in parallel. Progression criteria, coaching coordination and player pathways are not connected.
- 04
Recruitment and squad planning need structure
Signings depend on individual opinions or ad hoc searches. There is no consistent framework for scouting, evaluation, contracts or negotiation tracking.
- 05
Data and technology are disconnected from football
Tools have been bought but do not support real football decisions. Information lives in silos and rarely reaches the users who need it.
- 06
The club needs audience and commercial growth
The sporting project is credible but visibility, community and revenue are not growing at the same rhythm. Matchday, brand and partnerships need a plan.
Capabilities
Football capabilities
Women's Football Strategy
- ·Strategic planning
- ·Department creation
- ·Growth models
- ·Professionalisation
- ·Governance
- ·Budget development
- ·Federation and institutional coordination
Sporting Structure & Talent Pathways
- ·Team architecture
- ·Development pathways
- ·Progression criteria
- ·Sporting roles
- ·Coaching coordination
- ·Player development processes
Recruitment, Squad Planning & Contracts
- ·Scouting frameworks
- ·Player evaluation
- ·Squad planning
- ·Recruitment priorities
- ·Contract processes
- ·Agent relationships
- ·Negotiation tracking
Football Operations
- ·Roles and responsibilities
- ·Operational processes
- ·Planning cycles
- ·Team coordination
- ·Decision frameworks
- ·Reporting systems
Data & Technology in Football
- ·Functional requirements
- ·Performance information
- ·Health and load monitoring
- ·Scouting databases
- ·Recruitment systems
- ·Video analysis
- ·Reporting and BI
- ·Technology roadmaps
Commercial, Community & Audience Development
- ·Community strategy
- ·Audience development
- ·Matchday concepts
- ·Brand and visual identity
- ·Marketing and communication campaigns (online, offline and transmedia)
- ·Loyalty and retention
- ·Cross-selling with the men's team fanbase
- ·Partnership and sponsorship activation
Experience
Experience across the football system
My football experience spans multiple levels of the game, from player and coaching environments to technical, operational, digital and executive leadership.
This range gives me a practical understanding of how decisions made at leadership level affect players, coaches and daily operations.
- 01Former football player
- 02Assistant coach
- 03Team manager & Field delegate
- 04Technical secretary
- 05Head of Football Data & Systems
- 06Digital Development Director
- 07Sporting Director (8 seasons)
- 08General Director of Women's Football
- 09External Sporting Consultant
Case studies
Selected football work
Sport, operations, data, brand and community treated as one
Designing an organisation from zero as a single integrated system
Designed a multi-year model connecting sporting development, talent pathway, contracts, integrated data, brand identity, community and commercial cross-selling as a single system — recognised for governance, sporting results, social and communicative impact.
→6 teams · 3 consecutive promotions to the national Segunda RFEF · 2 further promotions with reserve and development teams · 3 Copa de la Reina qualifications · 8× budget growth
View case study
Initial cross-departmental restructuring plus a four-year master plan for the whole organisation
Delivering an ambitious transformation by sequencing: restructure first, master plan next
Led the initial cross-departmental digital restructuring of an organisation moving into a new competitive tier under strict compliance pressure, and designed the four-year master plan that guided the rest of the transition.
→Initial restructuring delivered and a four-year digital master plan set for the whole club
View case study
Functional leadership from the women's football area, bridging operational need and technology development
Leading a data-driven transformation across football operations
Led the functional definition and coordinated the implementation of a modular intelligence ecosystem from the women's football area, connecting external platforms, internal sources, proprietary indices and alerts into a single way of working for scouting, sporting direction, performance, health and operations — later adopted by the men's first team after proving its value.
→7 seasons in use · piloted in women's football · adopted by the men's first team
View case study
Marketing, communication, loyalty and community as a coordinated system, not campaigns
Creating demand where a market does not yet exist
Built local demand by treating marketing, communication, loyalty and community activation as a coordinated system rather than isolated campaigns — driving 6,000 spectators to a fourth-tier fixture before elite competitive status did the work.
→6,000 attendees at a fourth-tier fixture
View case study
DETACÓN
Building a cross-sector venture around an emerging category
Identified an underserved audience and combined formats that usually live in separate industries — publication, hospitality space, merchandise, events, documentary and a team — into a single branded ecosystem, before that audience became mainstream.
→A multi-format concept developed before women's football entered the mainstream
View case study
Integrated model
Women's football cannot be built as an isolated team
A sustainable women's football project needs several elements to develop together. Treating sporting, organisational and commercial development as separate projects usually creates avoidable gaps.
- 01
Strategy & Governance
- 02
Teams & Talent Pathways
- 03
People & Professionalisation
- 04
Recruitment & Contracts
- 05
Data & Football Operations
- 06
Commercial Growth & Community
Supporting elements
- Leadership
- Resources
- Stakeholders
- Culture
- Measurement
Technology
Technology should support football decisions
The value of football technology does not come from collecting more data. It comes from connecting the right information to the right users and decisions.
I can help define the operational need, functional model, users, information flows and adoption plan before technical development begins.
- 01Which decisions need better information?
- 02Who needs to use the system?
- 03What information already exists?
- 04Where are the operational gaps?
- 05How will the tool fit into daily routines?
- 06What needs to be measured?
- 07How will adoption be supported?
Clients
Who I work with
- Professional football clubs
- Women's football departments
- Federations and leagues
- Academies and development programmes
- Sports investors
- New competitions and entertainment formats
- Football consultancies
- Sports-technology companies
- Data and scouting providers
- Institutional and community programmes
Engagements
Ways to work together
- 01
Football strategy project
A defined-scope project to design, restructure or accelerate a sporting programme.
- 02
Department or programme creation
End-to-end design and set-up of a women's football department or new football programme.
- 03
Strategic advisory
Ongoing external perspective for sporting directors, general managers and boards.
- 04
Embedded or interim leadership
Temporary leadership of a football area during a transition, restructuring or growth stage.
- 05
Sports-tech advisory
Product, market and football-operations input for companies building tools for the football industry.
- 06
Workshop or review
A focused session to assess a specific area, unblock a decision or align a leadership team.
Qualifications
Football qualifications and relevant education
- UEFA B Coaching Licence, including UEFA C
- Master in Big Data in Sports
- AI & Innovation in Sports Programme
- Master in AI & Innovation
- Executive Programme in Blockchain Business Models
- FIFA Agent Licence exam preparation
Tools and domains
- Wyscout
- Opta
- Video analysis
- Performance analysis
- GPS and training-load data
- Power BI
- Predictive modelling
- Machine learning
- Scouting and recruitment systems
Speaking
Selected speaking
- Football Analytics — Universidad Rey Juan Carlos
- Sports Data Forum — Sevilla FC, Sports Data Campus and Hudl
- Women's football data ecosystems
- Women's World Cup Final — Aragón TV
- Tour Universo Mujer
Recognition
Awards and recognition
- Best Female Executive in Sport
- Miguel Ángel Tolosana Award
- Altoaragoneses del Año
- Pajarita de Oro
Next step
What does your football project need next?
Whether the challenge is building a structure, professionalising an existing programme, improving recruitment or connecting data with football decisions, the first step is to understand the current reality and the intended outcome.