The Technician N°45•E :Anglais 11.1.2010 15:16 Page 1
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The Technician N°45•E :Anglais 11.1.2010 15:16 Page 1 Editorial: Image Rights and Responsibilities Interview: Bert van Marwijk Football – Art or Science? Footballing Questions The World Cup Experience Refereeing Matters Including NEWSLETTER FOR COACHES N O 45 FEBRUARY 2010 The Technician N°45•E :Anglais 11.1.2010 15:16 Page 2 Andres Iniesta up against Javier Zanetti in the UEFA Champions League tie between FC Barcelona and Inter Milan IMPRESSUM EDITORIAL GROUP Andy Roxburgh Graham Turner PRODUCTION André Vieli Dominique Maurer Atema Communication SA Printed by Artgraphic Cavin SA ACKNOWLEDGEMENTS Hélène Fors COVER By beating Bosnia-Herze- govina in the play-offs Portugal clinched a place in the World Cup finals in South Africa. Coach Carlos Queiroz is counting on his star striker, Cristiano Ronaldo, to bring his team success there. (Photo: Coffrini/AFP/Getty Images) Getty Images 2 The Technician N°45•E :Anglais 11.1.2010 15:16 Page 3 IMAGE RIGHTS AND RESPONSIBILITIES EDITORIAL In football today, with the global ex- football community, offer their support posure which the game gets from TV to the governing bodies and the au- BY ANDY ROXBURGH, and other media, the coaches’ actions thorities in the battle to keep the game UEFA TECHNICAL DIRECTOR are constantly exposed to detailed fair and attractive. Everybody in foot- public scrutiny. The behaviour of the ball has a duty to guard it from exploita- players on the pitch is also a reflection tion, manipulation and dishonesty. on the coach, because ultimately he is responsible for the way his team If the product is poor and the image performs and acts. For example, if his is bad, then the brand will be weak. What do FC Barcelona, David Beckham players are prone to diving, to cheating In football, this means that coaches and and the UEFA Champions League have the referee, this damages the image players must play their part in promot- in common? Our marketing colleagues of the game and the good name of ing and protecting the game. Many would immediately shout: they’re all the club. AC Milan’s Leonardo is in no will make money from image rights, but brands. In today’s world of commercial doubt: “Top clubs need to set an exam- with those rights comes responsibility. jargon, football players, clubs, competi- ple – it is about ethics.“ And Sir Alex The terminology is new – brands, im- tions, even coaches, are considered Ferguson concurs when he declares: ages, products – but the story is an to be a brand – that means they have “Something must be done about div- old one. Skill, authenticity, attractiveness an identity, a trademark which is in- ing.“ Protecting the image of the prod- and fair play are the cornerstones of stantly recognisable and, in professional uct, the game itself, the brand, the club the game and are fundamental ingredi- sport, sellable. Supporters are said to and the competition, therefore needs ents for the customers. It is said that a have brand loyalty because they faith- to be part and parcel of every coach’s brand is a promise, but it is much more fully follow their teams, while the popu- job. As Arsène Wenger says, “the team than that – FC Barcelona, David Beck- larity of the player, the club, the compe- is a reflection of the coach,“ and this ham, and the UEFA Champions League tition depends on the brand’s image: means the team’s attitude as well as its should be a guarantee of quality, and how it is perceived by the public at playing performance, style and results. football’s technicians should be at the large. Of course, there is no brand, no forefront in delivering a ‘product’ which image without a product and in football The coach’s personal image also comes is dramatic, spectacular and clean. that means the game itself, with its into this equation. The way he conducts sporting, social and historical values. himself, as well as the success of his But surely all this talk of brands, images team, has an impact on the public per- and products has very little to do with ception of him. Gérard Houllier, the top coaches – their job is to win foot- former Liverpool FC and Olympique ball matches, period. Or is it? Lyonnais manager, once said that “the most important moment of the week The NFL (American football) is very for a coach is the 30-second sound protective of its brand name and im- bite after a match.“ This is especially true age. It makes sure that players, coaches when the team has lost, because what and officials follow league rules, laws the coach says at that moment and guidelines. Winning games is only will be heard on 24-hour TV channels part of the equation for them. The by the players, their wives, the board, Rugby Football Union in England has the supporters and the next opponents. created an “image of the game“ task It is therefore important to convey a force following recent scandals, which positive image, even during difficult included fabricated blood injuries de- times. Most important of all, the coach signed to deceive the opponents and must be genuine and natural, and not the officials. The image of rugby as a the product of some marketing or PR gentleman’s game has been tarnished advice – the football fan wants the real by gamesmanship, foul play, violence thing and not a glossy caricature. and feigned injuries. So the product – Some things which have a negative the game – may have a lot to offer, impact on the image of the game are but if its reputation is damaged, then not necessarily within the influence of the fans, the lifeblood of professional the coach, such as hooliganism, illicit Empics sports, could lose faith, and, subse- betting, doping, etc. But it is helpful if David Beckham is an expert at taking quently, interest. they, as high-profile members of the care of his image. 3 The Technician N°45•E :Anglais 11.1.2010 15:16 Page 4 INTERVIEW BY ANDY ROXBURGH, UEFA TECHNICAL DIRECTOR Empics Sport AS A PLAYER, BERT VAN MARWIJK PLAYED ON THE LEFT WING, THEN MOVED TO MIDFIELD, BEFORE ENDING HIS CAREER AS A DEFENDER. HE PLAYED FOR GO AHEAD EAGLES, AZ ALKMAAR AND MVV MAASTRICHT AMONG OTHERS, AND WAS CAPPED FOR THE NATIONAL TEAM. UNFORTUNATELY, INJURY DEPRIVED HIM OF THE OPPORTUNITY TO PLAY IN THE FIFA WORLD CUP IN ARGENTINA IN 1978. HIS COACHING CAREER WAS LAUNCHED IN THE YOUTH PROGRAMME OF MVV MAASTRICHT AND, AFTER EIGHT YEARS OF NURTURING YOUNG PLAYERS, HE MOVED TO THE PROFESSIONAL RANKS. HIS FIRST TASTE OF A CUP FINAL CAME IN THE NETHERLANDS WITH FORTUNA SITTARD FC, BUT IT WAS IN 2002 THAT HE STRUCK GOLD WHEN HE WON THE UEFA CUP WITH FEYENOORD. FOLLOWING A TWO-YEAR STINT AT BV BORUSSIA DORTMUND IN GERMANY, HE RETURNED TO FEYENOORD AND WON THE KNVB CUP IN 2008. IN THE AFTERMATH OF THAT SUCCESS, HE REPLACED MARCO VAN BASTEN AS THE HEAD COACH OF THE DUTCH NATIONAL TEAM FOLLOWING EURO 2008 IN AUSTRIA/SWITZERLAND. IN HIS NEW ROLE, HE TOOK THE NETHERLANDS TO THE FINALS OF THE 2010 WORLD CUP BY WINNING THEIR QUALIFYING GROUP IN IMPRESSIVE STYLE. HE WAS A CREATIVE PLAYER WHO HAS DEVELOPED INTO A POSITIVE, IMAGINATIVE COACH AT THE TOP LEVEL – HE IS… BERT VAN MARWIJK 1 • How would you describe your technical football things and, above 3 • Rinus [Michels] used to say style of management/leadership? all, you must have respect. that it took a certain type of perso- I think it is very important that you have nality to handle the Dutch team. the respect of your players. How you 2 • Who influenced your Do you agree? do that can vary. I think you have to be development as a coach? In the Netherlands it is never good a personality and maybe a father figure. Nobody in particular. From an early enough, even when you win 7-0 – You have to have a style that makes age I was a player, a left-winger, and enough is not enough. But we played the players want to do something for I thought I knew everything. But, in EURO 2008 and we beat Italy and you. That’s important. The best thing later I moved to midfield and saw France and everything was so good. is that they will do it because of your the game differently. Finally, I played Suddenly, we lost the next game be- quality. I’m not really democratic, but at the back and had another per- cause we lost focus. We seem to live in I think it is vital that the players can spective and it is during those play- extremes. Because we are a small trust you, that they know you can love ing times that I learned the most. country we need to be creative. Some them, and that you can stand among I learned a lot from good and bad would say we have an arrogance, but them when appropriate. But you must coaches, but not anyone special. I this can be a strength if it means con- also be able to keep your distance. learned from my own mistakes, and fidence and tactical intelligence. We You have to be clear and honest with I learned, from my own experiences, are always thinking about tactics and your players and I try to be both. Also, how players feel. When I come into how we can beat the other team. you have to have the guts to give them the dressing room, the players must I like to use the same organisation but responsibility.