By Marta Elena Casanova
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Index
What Does a Sporting Director Do in Today’s Football
In modern football, a good coach isn’t enough. Nor is a team full of talent. Behind every successful club, there’s an idea, a strategy, a clear vision. And often, that vision has a name: the sporting director. A figure that, in 2025, has become a key element in the success – or failure – of any football project.
But who is the sporting director in modern football? And why is this role one of the most decisive in the European football ecosystem today?
The sporting director is no longer just the “transfer man” of the past. Today, he is an architect. He designs the technical project, chooses the coach, defines the style of play, works closely with the scouting department, monitors the budget, and balances the relationship between the board and the pitch.
He sets the course: budgets, goals, youth development, sustainability. He decides whether a club should focus on profits from player sales, experienced profiles, or a strong playing identity.
In today’s game, a top sporting director can be as valuable as a striker who scores 20 goals per season.
The Most Influential Sporting Directors of 2025
Andrea Berta – From Atlético Madrid to Arsenal
After building Atlético alongside Simeone, Berta has taken over an ambitious project at Arsenal. His strengths? A global scouting network, calm negotiations, and market foresight. A modern, highly respected figure across Europe.
Christoph Freund – The New Face of Bayern Munich
A product of the Red Bull system, he brought to Munich a data-driven, youth-oriented and sustainable approach. He is the architect of Bayern’s renewal post-Kimmich and post-Neuer. A key figure in Europe’s new generation of sporting directors.
Piero Ausilio – Inter Milan’s Silent Pillar
At Inter for years, Ausilio is behind key signings like Barella, Bastoni and Lautaro Martínez. His consistency helped the Nerazzurri win the 2024 Scudetto and maintain a solid technical structure for the future.
Damien Comolli – Juventus’ Analytical Leader
After success at Toulouse, he was picked by Juventus to rebuild the club. His method? Data, efficiency, and long-term vision. One of the top representatives of the “data director” model.
Frederic Massara – Back to Roma
After spells at Milan and in France, Massara returned to Roma. A specialist in complex deals, he represents the type of quiet but impactful director who shapes clubs from behind the scenes.
The Value of the Sporting Director Today
Why is the sporting director so important today? Because he can determine both the sporting and financial fate of a club. A poor transfer window doesn’t just mean fewer points – it can also mean less revenue, lost sponsors and financial losses.
Those who combine football vision, negotiation skills, and financial awareness are gold. Sporting directors are now judged like managers: with KPIs, performance indicators and result analysis.
A good sporting director builds a team.
A great one builds an identity.
A world-class one builds a winning cycle.
The Future Sporting Director: Global, Analytical, Visionary
The new generation is fluent in data, global scouting, and financial dynamics. One example is George Syrianos, former head of data at Stuttgart, now working with Nottingham Forest, Olympiacos, and Rio Ave. A multi-club, agile and sustainable model that’s ahead of its time.
In 2025, being a sporting director means balancing management, tactical vision, and financial expertise. It means deciding who tomorrow’s coach will be, which young talent to invest in today, and where to cut or double down.
Modern football is built on projects – and the sporting director is the silent architect.
While fans focus on the pitch, he’s the one steering the ship through the chaos of transfers, pressure, and balance sheets.
He may not be on the cover of magazines, but he’s the one shaping what happens next.
In a game that looks increasingly forward, it’s the sporting director who charts the course.
By Marta Elena Casanova
