Our Team

Dr Daniel Parnell is CEO of the Association of Sporting Directors (ASD), a globally recognised expert in football leadership, executive education, and sport business. He leads international leadership programmes, executive talent advisory services, and knowledge exchange initiatives, supporting football executives and organisations worldwide.

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An Honorary Senior Research Fellow at the University of Birmingham and an experienced academic leader, Dr Parnell has worked with organisations including the Premier League, FIFA, The FA, FAW, and clubs across Europe, North America, Asia, and the Middle East. With over 20 years of experience in professional football, his expertise spans leadership development, organisational change, performance management, recruitment, and strategic transformation. Passionate about education and mentoring, he is committed to helping leaders, practitioners, and organisations achieve sustainable growth and high performance.

Joel Roberts is Managing Director of the Association of Sporting Directors (ASD), bringing senior leadership experience across professional football and education. Holding a Master’s degree in Sport Directorship, he has worked with leading organisations including The FA, FAW, U.S. Soccer, and clubs across the Premier League and EFL.

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With expertise spanning sporting leadership, talent identification, recruitment, coaching, and organisational development, Joel supports clubs and organisations in building high-performing environments. An accredited Executive Coach and experienced mentor, he works with senior leaders to enhance performance and leadership effectiveness. Joel is also a regular international conference speaker, sharing insights on sporting leadership, talent strategy, and elite football development.

Mike is Director of Football of the ASD and Technical Director – Academy at Birmingham City FC.Mike Rigg is Academy Technical Director at Birmingham City FC and one of the most experienced football development leaders in the game. With more than two decades of senior leadership experience across elite football, he has held Technical Director, Academy Leadership, Recruitment, and Talent Development roles with Birmingham City, Burnley, Manchester City, Queens Park Rangers, Al Jazira, the Football Association of Wales, and the FA.

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Renowned for his expertise in youth development, talent identification, and high-performance football operations, Mike has played a key role in designing and leading world-class player pathways. His experience spans academy transformation, recruitment strategy, coaching development, and organisational leadership, helping clubs create sustainable environments that develop both elite players and outstanding people. At Birmingham City, he is leading the club’s long-term vision to establish a world-class academy and player development programme.

Alistair Milner is a Board Director of the Association of Sporting Directors (ASD) and an experienced executive search specialist with over 16 years of expertise in elite sport and professional football. He has worked with clubs, leagues, and governing bodies worldwide, leading senior appointments across sporting leadership, recruitment, performance, medical, academy, and data-driven football operations.

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Recognised for his rigorous and transparent approach to recruitment, Alistair has supported organisations including FIFA, LAFC, Rangers, Leicester City, Aberdeen, Washington Spirit, and Oxford United. His expertise spans executive search, talent identification, leadership assessment, and organisational development. An accredited Hogan and Spotlight practitioner, as well as a qualified Executive Coach, he is committed to helping clubs and organisations identify, develop, and appoint high-performing leaders.

Louise Doolan is Executive Assistant at the Association of Sporting Directors (ASD), providing executive support across all organisational functions and overseeing programme administration. With a professional background spanning human resources, reporting, and analytics within the legal sector, she brings exceptional organisational skills, attention to detail, and a data-driven approach to operational delivery.

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Louise plays a key role in ensuring the smooth running of all ASD programmes and her expertise in administration, reporting, and process management helps ensure high standards of efficiency, accuracy, and service across the organisation.