4 Min Read
Mar 02 2025
- A groundbreaking global programme for aspiring Sporting Directors
- Blends elite football insights, academic learning, and mentorship
- Features three in-person events over 11 months, starting with a four-day workshop
The Association of Sporting Directors (ASD) has officially launched the Alternative Sporting Director MBA (AltSD MBA) in London, England—an innovative executive leadership programme designed to equip the next generation of Sporting Directors with the knowledge, skills, and networks required to excel in elite football.
“We are committed to supporting the pathway for aspiring Sporting Directors,” said Paul Mitchell, co-course leader and Sporting Director of Newcastle United FC.
“Participants will learn directly from established Sporting Directors and top football executives while benefiting from world-class mentorship to accelerate their leadership and career development.”
Dr Daniel Parnell, co-course leader and CEO of the ASD, added: “With over 900 Sporting Directors and football executives in our global membership network, we are focused on supporting, connecting, and developing leaders. This programme allows aspiring executives to maximise their career opportunities through a unique blend of academic and industry learning.”
A Global Programme for Future Sporting Directors
The AltSD MBA is the first executive leadership programme of its kind, built around four core pillars:
1/ Exclusive insights from top leaders in football
2/ Bespoke academic learning tailored to the realities of elite football
3/ High-quality mentorship from experienced industry professionals
4/ Comprehensive career advisory to support leadership progression
Dr Daniel Parnell emphasized the programme’s distinctiveness: “We’ve designed the AltSD MBA to seamlessly integrate in-person and online learning, ensuring participants receive an unparalleled experience. Having worked across both industry and academia, I am confident this programme delivers outstanding content, mentorship, and exceptional value.”
Curriculum and Module Leaders
The 11-month programme is structured around eight key modules, led by esteemed football executives:
1/ Becoming and Being a Sporting Director – Kevin Thelwell (Everton FC)
2/ Developing a Football Strategy – Julian Ward (Fenway Sports Group)
3/ Communication and Negotiation – Mike Rigg (Birmingham City FC)
4/ Directorship, Finance, Governance & Sustainability – Ross Wilson (Nottingham Forest FC)
5/ Leadership in Football – Rebecca Caplehorn (Tottenham Hotspur FC)
6/ Identifying and Developing Talent – Tiago Pinto (AFC Bournemouth)
7/ Excelling as a Sporting Director in the Real World – Nick Hammond (Leeds United FC)
8/ Leading and Improving Standards – Dr Daniel Parnell (ASD)
First In-Person Event: London
The first face-to-face event, held February 25-28, 2025, brought together industry-leading executives, including:
- Neil Saunders (Premier League)
- Gretar Steinsson (Leeds United FC)
- Polly Bancroft (Grimsby Town FC)
- Mike Rigg (Birmingham City FC)
- Phil Giles (Brentford FC)
- Rebecca Caplehorn (Tottenham Hotspur FC)
- Nick Hammond (Leeds United FC)
- Andy O’Boyle (former Assistant Sporting Director)
- Piers Martin (Premier League)
- Ricky Martin (former Sporting Director)
- Lee Darnbrough (ASD Technical Committee)
Learners also engaged in a dynamic evening and social programme, connecting with technology innovators, data scientists, and high-performance experts and many ASD members, including:
- Dr Mehdi Kordi (Ineos Grenadiers)
- Jay Roper (British Gymnastics)
- Dr Jon Bartlett (British Cycling)
- Dr Mark Gillett (Premier League)
- Mo Dabbah (Como 1907)
- Jake Schuster (Gemini Sports)
- Chris Pickard (Teamworks)
- Benjamin Balkin (Eyeball)
- Livio Bergamin (Trait Insights)
The Year Ahead
Following the London launch, the AltSD MBA will continue with:
- Monthly online sessions with football leaders and academics
- A three-day event in May 2025, coinciding with the ASD’s Global Conference at Manchester United FC
- A final four-day event and graduation in December 2025 (Liverpool, England)
Throughout the programme, participants will benefit from ongoing mentorship and career advisory, ensuring they maximize the opportunities provided by the AltSD MBA for leadership growth and career advancement.
Ten aspiring football executives have embarked on their learning journey, visiting the Professional Footballers’ Association, Brentford FC, Fulham FC, and the Premier League as part of their initial immersion into the programme.
For more information or to register your interest in the Alternative Sporting Director MBA, please contact Dr Daniel Parnell (CEO, ASD) on [email protected]