the manager

themanagerThe magazine of the League Managers Association Issue 5: Spring 2010

World Cup 2010 special

“You do need instinct as a manager, but you need experience to back up your instinct” fabio capello TIME FOR ACTION and on the art of tournament management HITTING TARGETS How to win a World Cup with England... by a coach who’s done it Eyes on the prize Fabio Capello talks ‘UNDER-PROMISE, tactics, Rooney and OVER-DELIVER’ The complete guide to England’s chances managing expectations

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KICKING OFF 8 From the dugout All of the latest news, from both within the LMA and the wider world of football 12 Keith Alexander A tribute to the popular LMA member and Macclesfield manager, who died on March 3rd 14 Ramsey revisited The life and times of Sir Alf Ramsey, the only England manager It’s in his hands to win the big prize We speak to Fabio Capello on the eve of his first tournament THE WORLD CUP as an international coach 22 The best man... 16 ...for a job is often a woman. As shown by the England women’s coach, Hope Powell 12 24 Short-term action Building a team when time is of the essence 28 Covering the cup The BBC’s Philip Bernie on bringing the 2010 FIFA World 8 Cup to UK homes 30 LMA overseas Managing We catch up with Finland manager expectations Stuart Baxter A guide to 32 The outsider finding, meeting An interview with a man who’s TOUCHLINE and managing already won a World Cup with 52 The coach’s view expectations from England, rugby kicking coach, Manchester City’s Mike Rigg above and below Dave Alred reports back from an 14 35 Hopeful hosts eye-opening trip to Brazil An update on the current status 54 Fit to manage 22 of England’s bid to stage the 2018 An intoxicating look at alcohol, 36 FIFA World Cup with Dr Dorian Dugmore 56 Analysis THE BUSINESS How Newcastle and WBA played their way back to the top flight 40 David and Goliath How to punch above your weight... and win LMA PARTNERS 42 The insider: David Miles 58 President’s Dinner Arsenal’s long-serving club Pictures from the February secretary on the changing nature get-together with the of his role England manager 44 Turning it around 61 Jaguar Academy An in-depth interview with The luxury car maker unveils its First Great Western CEO, all-new, all-British sports club 42 Mark Hopwood 62 Fund 48 The human jigsaw Fresh back from Project South How to piece together a successful Africa, Luther Blissett checks in 52 team, then keep them pulling as 65 Virgin Atlantic one unit How the England team will fly in 50 The blame game style to South Africa this summer An extract from Dr Sue 66 Stoppage time Bridgewater’s Football celebrates a famous Management victory at Wembley

the manager SPRING 2010

Management is a complex discipline and football THE management is more complex than most. What the past few weeks have shown us is that factors outside of our MANAGERS’ control can unexpectedly impact on our plans and strategies. Who would have expected to see Liverpool, Fulham and VOICE Barcelona travel overland to play their European semi- finals? Football, it seems, is not immune to external forces. “Management in Football is, however, a strong and vibrant industry. Broadcast and sponsorship incomes continue to grow all walks of life and the sport’s global appeal remains undiminished. But popularity brings its own challenges; the debt and is a difficult and ownership issues remain a cause for concern. A strong regulatory framework is a prerequisite for stability. The LMA fluid science” will continue to work with the game to improve regulations. Football clubs are not merely businesses to be bought and sold, they are fundamental parts of communities and should be treated with respect. Managing through periods of uncertainty requires strong leadership and commitment. In the past season, managers such as , Eddie Howe and Avram Grant have put to one side issues over which they have no control and delivered success. And, in these instances, success on the field can lead to stability off it. With continuing technological advancements (such as Sky’s introduction of 3D) the football experience continues to improve. It is, therefore, an ongoing disappointment that at the highest level, the game won’t support the introduction of technology for certain areas of decision-making. Goal-line technology, specifically, is supported by so many in the game, including the vast majority of the LMA’s membership, it surely is time to embrace the future. Management in all walks of life is a difficult and fluid science. It is even more so in football, where scrutiny and a thirst for results create a challenging working environment. Within the LMA’s membership we have exceptional managers, with a combined experience in the game of more than 95,000 matches. Football needs to embrace the knowledge and experience within the LMA’s ranks to drive the game forward. Better leadership and communication at the top will build the framework for the future of football and the next generation of players, coaches and managers.

Richard Bevan LMA CEO

the manager SPRING 2010 BRAZIL MAY BE FAVOURITES BUT NOT EVERYTHING MAY BE SO PREDICTABLE…

Brazil are once again tipped to win the FIFA World Cup™ according The Castrol Predictor measures past team and player performance to the Castrol FIFA World Cup™ Predictor – our new tool designed to and works out the attack and defence ratings of each nation. objectively analyse team performance in South Africa this summer. Then, by simulating the tournament more than 100,000 times and taking into account the draw groupings, Castrol has The calculations show Brazil are the favourites to win, with a 23.6 % calculated each team’s chances of progression through the chance of glory. FIFA World Cup™ group stages and ultimately, of winning.

Spain are the second most likely side to win, with a 16.1 % chance, Castrol has applied the same expertise they apply to the followed by England on 10.4 % and Holland on 10.1 %. development of their oils to create the Castrol Predictor, using objective analysis and highly advanced technology to offer unique insights into winning performances.

OM 23.6% ALL.C Based on predicting the group outcome and who will win OTB 16.1% LFO RO ST 10.4% subsequent rounds the graphic below represents who England CA E: RC 0% 10.1% OU are most likely to play if they make it through to that round. S 0% NEW ZEALAND 0% NORTH KOREA 7.5% 0% ALGERIA IF ENGLAND QUALIFY 1ST IN THEIR GROUP THEY ARE MOST LIKELY TO PLAY SLOVENIA BRAZIL SPAIN 5.8% 0.1% ENGLAND

SLOVAKIA NETHERLANDS ROUND OF 16 QUATER-FINALS SEMI-FINALS FINAL

P 0.2% SOUTH KOREA ho ARGENTINA 3.6% to b y A c t GERMANY io n I m 0.2% a GHANA g

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2.4% 0.4% CAMEROON PARAGUAY CHILE DENMARK

IVORY COAST 1.8% 0.5% JAPAN AUSTRALIA IF ENGLAND QUALIFY 2ND IN THEIR GROUP THEY ARE MOST LIKELY TO PLAY MEXICO

GREECE 0.7% 1.5% NIGERIA SERBIA ROUND OF 16 QUATER-FINALS SEMI-FINALS FINAL 0.8% 1.5% 1.1% 1.5% 1.3% 1.1% 1.3%

Castrol Ambassador Marcel Desailly commented: GERMANY ARGENTINA SPAIN BRAZIL “I am surprised that the Castrol Predictor shows Brazil as favourites because I really thought Spain were the team to SOURCE: WWW.CASTROLFOOTBALL.COM beat this time. I will be hoping that my home nation Ghana does better than predicted as the Castrol Predictor only For further details on Castrol’s football analysis gives them a 0.2% chance of success! It’s great being able to look at the teams’ predicted success in this way and I’m and the Castrol Predictor visit: sure it will be a talking point for football fans everywhere.” www.castrolfootball.com/predictor/explained

CASTROL – OFFICIAL PERFORMANCE PARTNER OF THE LMA

CASTROL PREDICTOR The Manager ad FINISHED SIZE: W: 184mm H: 255mm Bleed: 3mm Scale: 1:1 Colours: 4 (CMYK) Qty: n/a themanager

Published for the LMA Editor’s by Seven Squared Ltd. Opinions expressed by contributors are their own. Reproduction in whole or in part without written permission is strictly prohibited. letter Publishing enquiries 020 7775 7775 www.sevensquared.co.uk World Cup memories

Advertising enquiries I’m not sure if I’m alone in this or not, but I tend to Richard Ibbotson mark the milestones in my life through major football 020 7775 5714 [email protected] tournaments. My earliest memory is collecting cards and Editor: Ciarán Brennan coins in the run-up to Mexico 1970 (excitement matched Art director: Sundeep Bhui Senior sub-editor: Darren Barrett only by the tournament itself), while the final of Germany Creative director: Michael Booth Picture editor: Martha Gittens 1974 marked the awful moment that I realised that life Picture researcher: Christina Blackmore Production controller: Chris Gardner wasn’t fair and that the good guys don’t always finish first. Account director: Jake Cassels I could go on (don’t get me started on the events of 2002), Publisher: Mike Bokaie Finance director: Roger Baker but I would probably take up the entire magazine. Editorial director: Peter Dean Chief executive: Sean King Fabio Capello will, of course, have more extensive Chairman: Mike Potter World Cup memories than I do; he played in that 1974 Cover portrait: Back Pages Images Picture credits: Action Images, Alamy, tournament and has seen his birth country lift the trophy Barcroft Media Ltd, Eyevine, Getty Images, Istockphoto twice in his lifetime (to add to the two titles they already had before he was born). But one thing that Fabio hasn’t FOR THE LMA Executive editor: Jim Souter done until now is lead a team through the tournament... Contributing editor: Sue McKellar something which he speaks to us about in our exclusive interview on page 16. Working through short-term projects (such as the World SPONSORED BY Cup finals) to achieve long-term goals isn’t just a football management challenge – it crops up in almost every other The League Managers Association, The Camkin Suite, 1 Pegasus House, business, too. We look at the best ways to approach this in Tachbrook Park, Warwick CV34 6LW Tel: 01926 831556 an in-depth feature (starting on page 24), while another Email: [email protected] www.leaguemanagers.com perennial management challenge which Fabio will know all about, managing expectations, is tackled on page 36. Who knows how events will unfold in South Africa over the course of this summer, but we will surely end up with at least one more World Cup memory in our lockers... let’s hope it’s a good one.

Ciarán Brennan

the manager SPRING 2010

Martin Ling will have to to will have the forego pleasures 66% The decrease in this season’s season’s this in decrease The market, transfer winter 2008/09 to compared of watching this year’s this year’s of watching Cup final,FA as he’s taking part in BBC Radio Cambridgeshire’s charity annual all-star football match (in aid of Cambridge at Trustline) City’s Milton Road 15th. on May ground and a number of s — other LMA members , Benitez (including Rafa andCarlo Ancelotti ) Martinez Roberto self- contributed a book to portraits which raised £32k at auction for the Nordoff charity. Robbins SPRING 2010 the manager Old Trafford Old Trafford (right) contributes of an average £3.6m per to matchday Manchester coffers, United’s according to Deloitte’s Money Football League report. New OFF : — KICKING or f

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in the media spotlight, with the club being rated as either the world’s richest (according to rated among world’s richest clubs, reports competing to according Manchester remier L Premier Barclays t r united mancheste Kicking off eal Madrid (Deloitte). behind Real Madrid data collected in the 2008/09 season, valued the north-west giant at £1.19bn, while Deloitte’s Football Money League the same period) (covering 2010 revenues the club enjoyed that suggested of £278.5m. the financial power base is moving ever more firmly into the realm of the ‘big five’ European leagues, with England contributing seven clubs to the top 20, Germany five, Italy four Franceand and each. Spain represented by two positive across both reports, particularly in terms of increasing sponsorship and reportmedia revenue, the Forbes does worth of the clubs the average note that fell by 8.5 per cent. featured 9

8 — KICKING OFF : News —

deal hammered out West Ham United are working with Newham Council to formulate a joint bid to use the 2012 Olympic Stadium after the Games. A final decision on the stadium’s post-Games use is not expected until March 2011. moyes suggests leeds utd managing upwards tackle cancer Third longest-serving manager in the Barclays suggests Leeds United have a turning of the tables to interviews signed a three-year agreement with Everton manager has come Yorkshire Cancer up with a novel way to improve stability Research to raise within football clubs, suggesting that awareness of its Cancer. managers should interview chairmen, Let’s Tackle It campaign, which focuses on rather than the other way around. cancers that commonly “If you have a good, stable chairman affect men. who understands things that’s better, so “This partnership is the manager should be able to find out designed to give male what the chairman is about, what his fans more of an idea expectations are, when does he crack, of the kinds of signs is he on the phone moaning after every that could indicate the defeat, how interfering is he? presence of cancer and to encourage them to “Obviously, there is a pressure to stay seek help,” said Clair in the Premier League. Whoever is near Chadwick of Yorkshire the bottom comes under pressure, but Cancer Research. some managers in that position are doing well with the resources they have, so there should be an appreciation of well it’s tough on the chairman because shirt that. Finances play a part, but then to sometimes the supporters shout at them numbers sack a manager costs money and to get and that’s unfair, too. You need chairmen Despite England’s a new one costs money. who don’t buckle. Managers get it every performance in the “They say they’re skint until they have week, but some chairmen don’t know world financial tables to get rid of a manager and then they’re how to handle that criticism and the (see opposite) the happy to find the money to get things only way they know how to is to get rid Barclays Premier League moving. When the team’s not doing of the manager.” still trails the Bundesliga in revenues generated by shirt sponsorship. Clubs in Germany’s top division earned George Martin Allen Gary an average of €6.3m Burley ran will travel Waddock from shirt sponsorship this year's to Cape turned out deals (a five per cent Virgin Town, South against rise on the previous Marathon on Africa, in June to deliver his own side (well... season), compared with behalf of the Brain a four-day coaching almost), by joining Alan the Barclays Premier Tumour UK charity, programme to local Pardew, League’s €4.8m (a fall of ten per cent). while Ian Hendon volunteer coaches and The most active completed the course as part of the LMA- (among others) to take sponsors were from for the Prostate Cancer supported Coaching on a team of Wycombe the betting and energy Charity (alongside his for Hope charity Wanderers legends in sectors, taking over first-team coach at programme (www. the Mike Keen Charity the position previously Barnet, Lee Harrison). coachingforhope.org). Cup on April 15th. occupied by financial institutions.

the manager SPRING 2010

Football Described and all the emotional all the emotional issues which so often cloud the judgement of people trying to arrive at sensible analysis of this very demanding profession.” by LMA chief executive Richard Football Brands , turn to page 50. , turn to page are available published now, algrave Macmillan (www.palgrave. Macmillan algrave Football Management Preston’s Darren Darren Preston’s (right) Ferguson Russell and Kevin their support show Brands by P readcom). a To short extract from Football Management Bevan as “a must read for anyone working in the game”, explores the lucrative nature of football and sports branding using leading-edge research in an accessible based way, on unparalleled access to football clubs and professional bodies. s —

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t n Football Brands SPRING 2010 the manager New OFF : — KICKING and ageme Football Management n sing statistical analysis and academic a ’s leading sports marketing experts The nine-day event, which saw each was chosen as the for Heroes Help “The contribution being made by U Commenting on the book’s launch, launch, Commenting on the book’s brace of books on the subject of ross-club collaboration raises Management all 72 clubs come together to raise much-needed funds for wounded servicemen and women. raised leastclub host home game, one at tens of thousands of pounds through collections, auctions and fan donations. Football League’s first-ever official partnercharity through an online poll. our armed forces around the world is humbling,” said honorary president of League, Lord Mawhinney. the Football The Football League’s Football for saw 6th-14th) (March week Heroes Heroic effor ue Leag Football C valuable funds for the association's first-ever official charity partner A football management from one of the UK Respected academic and football long-time LMA collaborator, Warwick Dr Sue Bridgewater Business School’s is making her extensive knowledge of business and marketing available to a wider audience through the new books – of two publication M book brands by the insight, the management of football with the disciplines and practices of management in other areas of business. LMA chairman Howard Wilkinson said: “I am delighted to endorse this excellent book, not least because it cuts through

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10 — KICKING OFF : News —

¤401.4 m The revenues generated by Real Madrid in 2009 (according to Deloitte’s Football Money League 2010 report) eca secures uefa sir bobby fair play deal keeps giving

Association of European clubs agrees Roughly 6,000 shirts, on phased introduction of new scarves and flags that scheme with governing body were placed in tribute at the grounds of Sir ’s former The European Club Association (ECA) clubs have been donated has negotiated a range of concessions by the late knight’s from UEFA on the forthcoming financial family to a number fair play scheme – the most notable of charities, including being a phased introduction. KitAid, Coaches across The scheme, where clubs will have to Continents and CAFOD. break even, will come into force in 2015 One of Sir Bobby’s sons, after a three-year transition period. Andrew, said: “My family and Dad’s former clubs ECA chairman Karl-Heinz didn’t want to see any of Rummenigge (right) said: “We have that memorabilia going some trouble in the economy and football to waste.” industry and it was a good moment for UEFA to intervene. We agreed with the breakeven criteria and that non-overdue no sponsor payables need to be faced immediately.” for saints

Southampton’s shirt playing at her Professional Footballers’ Association and for next season will not majesty’s pleasure Football Foundation, that aims to reduce carry a sponsor. Instead, offenders’ chances of reoffending. the club will mark its Community initiative by Doncaster Doncaster’s community manager Liam 125th anniversary by Rovers brings new meaning to the Scully said: “When people look into the celebrating its history on phrase ‘closed-doors friendly’ positive outcomes of this – both on a the new shirt. Executive statistical and personal level – they will chairman Nicola Cortese said: “It is a one-off Doncaster Rovers manager Sean understand the huge impact a project commemorative product O’Driscoll (below) oversaw an unusual like this can have.” that will never be training session on the day before his Denis Lehman, of the PFA, added: produced again. Our team’s game at Preston on March 9th – “The game was played with great finances allow us to take a match against young offenders at enthusiasm by everyone, and Sean such a decision.” HMP Doncaster (Marshgate). O’Driscoll, along with all the first-team The game was organised as part of players and community department, a long-running programme, set up by should be proud of their commitment money for the Prince’s Trust and funded by the and support.” old boots

The boots worn by Sir in the 1953 FA Cup final have been sold at auction for £38,400 at Bonhams in Chester. The boots were initially expected to sell for £8,000.

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