Foundations of Sporting Directors Course


Learn the technical dimensions of running a football club that creates value for clubs on and off the pitch.

Build a strategy toolkit that helps you win

This is a foundations and fundamentals course of the knowledge and education of the sporting director also known as a technical director who is now crucial in every football club worldwide. 

Think like an investor.

Be proactive and get ready for what is next.

Enrich your knowledge.

Take control of the challenges at hand, and play to win.

Build a strategic advantage.

Walk away with a newfound approach to your expertise.

What you'll learn

Discover how winner-clubs build successful squads that create value for clubs on and off the pitch.

A high impact program that fits your busy schedule

Dates 31. October - 23. November 2022
Duration 4 Weeks
Content 13 lessons + 5 live lectures
Format %100 Online

Learn with a network of like-minded people from clubs/associations like:

Stay inspired with an expansive library of learning content

As a member, you get access to numerous learning content focused on the biggest trends and challenges in today’s sports world both on and off the pitch.

This is course is for...

Regardless of your level or title in your career, this program will give a fresh vision for understanding the technical dimensions of running of a football club. And you will learn effective ways to manage your teams within your responsibilities. 

Scouts/Chief Scouts
• Develop the practical skills.
• Design the winning strategy.

Technical/Sporting Directors

• Sharpen your skills with new ways.
• Leverage strategy in your work.

Club Executives

• Transform your organization.
• Get better players for a better team.


• Level-up your skill-set.
• Take a step into management career.

Start making progress.

Purposefully affordable.


See what our members are saying

Ellis Plummer
Scout at Manchester City
Super introduction to a career in the Sporting Director field. Something which isn't overly available at the moment, especially with this quality of experienced professionals.
Darian Wilker
Former Head of Performance Analysis, Orlando Pirates FC
Ingo Winter really does well to provide short intense lessons to further your knowledge and take key learnings for the future. The live lectures are of a high standard where you interact with professionals. The course content from Case Study and Articles were at a very high level, always complementary to each other, this paired with the assignments creates a great platform for sharing and learning from each individual in the group cohort. I would definitely recommend the Foundations of Sporting Directors Course as the networking and key learning opportunities are very valuable for all those looking to expand in this area now or in the future.
Nicholas Evans
Executive Director Growth & Strategy
The Foundations of Sporting Directors Course I found to be incredibly engaging and informative. The course was able to allow peer engagement to exist that was stimulating and thought provoking on a number of subjects within Club Strategic Operations. The quality of guest speakers who were experts in their respective fields added to the value of the learning journey as they shared real life experiences and provided insight into how their context was managed/operated. This course provides the opportunity to question previously held individual assumptions on strategic operating inside professional football, provide thought-provoking interaction and dialogue amongst internal and external peers, and puts focus on individual learning commitment.
Paul Mitchell
Managing Director, Siyavuma Sports Group
I really enjoyed participating in the Foundation of Sporting Directors Course. I met some great colleagues from around the world, from different parts of the industry, the group weekly chats we had were always interesting and informative. The lessons from Ingo Winther, were very informative, along with the various lecturers that we had from different areas of football. The course was delivered in a very laid-back manner, it’s lots of fun and very easy to fit around your daily work life, which was a bonus for me. I would highly recommend the course to anyone who is considering taking part and I myself look forward to participating in the next course with Focus Education.
Matthew John
UEFA A License Coach
I can’t speak highly enough of the team at Focus sports education and am so pleased I decided to study with them to acquire more knowledge on the business side of the football industry and the important role of a sporting director through their program. The material presented in the course is very professionally delivered, relevant, fresh and easy to comprehend. During the web conferences I thought the speakers gave amazing insight and was very open to share their experiences and vast knowledge of the inner workings of the industry worldwide. The course was incredibly informative and helpful and I enjoyed studying with people from all over the world. I would highly recommend their course to anyone who is looking to break into the sports industry or is currently working in football or aspiring to get a career in football. The courses offer so many takeaways and lessons that will be used in the future, I can’t thank you enough for a very rewarding learning experience.
Wilbur Lasrado
Football Strategist and Consultant
This helped me learn much more, especially about sticking to a problem and finding ways to resolve it. As a result, I have been able to explore new philosophies across different perspectives on recruitment and beyond. The course had excellent content strengthened by assignments that have added a new dimension to my thinking as a future sporting director.
Ekran Resmi 2022-09-30 11.14.24
Davide Igono
I was pleasantly surprised by the Sporting Director Course. The video lectures with Ingo were concise and very informative. I also liked all the live lectures. It is very valuable to get insight from those throughout the industry. I especially liked the live lecture with Ahmet Schaefer and Ingo Winter. I enjoyed the discussion with others in the group and I connected with some of the outside of the course.

Browse learning plan

This is a 4-week fast-paced course. Each module consists of recorded lessons (5-10mins), weekly live lectures, case studies, and discussion assignments on the community as well as insight stories and articles.

WEEK 1: Building a well-functioning scouting team, and fostering effective teamwork.

31 Oct – 04 Nov 2022

  • Live On-boarding Session
  • Lesson 1: Formation of a Well Working Group of Scouts
  • Lesson 2: Daily Work in the Scouting Department
  • Case Study: Right To Dream & FC Nordsjælland
  • Live Lecture: Anna Edwards, Managing Director at Elite Performance Partners on the importance of having a core team and methodology on 02. November at 19:00 CET.
  • Assignment 1
  • Lesson 3: Scouting Reporting
  • Lesson 4: Youth Scouting
  • Case Study: Bodo-Glimt
WEEK 2: Squad planning and management, forming a winner recruitment strategy.

07 – 11 November

  • Lesson 5: Scouting History
  • Lesson 6: Team Planning and Recruitment Strategy
  • Lesson 7: Building a Successful Squad

  • Case Study: Royale Union Saint Gilloise

  • Live Lecture: Mads Davidsen on building a winner recruitment strategy in football, using data intelligence as a key instrument 09. November at 19:00 CET.

  • Assignment 2

  • Lesson 8: Timeline of Squad Planning

  • Lesson 9: Defining Target Markets

  • Case Study: VfB Stuttgart

WEEK 3: Academy & first teams connection, investment types, collaboration with third parties.

14 – 18 November

  • Live Lecture: Gianpaolo Monteneri, on essentials of footballers’ transfers from a sports law perspective to avoid any problem that stakeholders face on 14. November at 14:00 CET.
  • Lesson 10: Academy & First Teams Connection
  • Case Study: Santos FC
  • Live Lecture: Aloys Wijnker on growing homegrown elite-level players on 16. November at 19:00 CET.
  • Assignment 3
  • Lesson 11: Investment Types
  • Case Study: River Plate
  • Lesson 12: Collaborating with Agents
WEEK 4: The fundamental role of technology and its limits.

21 – 23 November

  • Lesson 13: Utilizing Data and Its Limits
  • Case Study: FC Dallas 
  • Live Lecture: TBD on creating a competitive team environment on a high level through data on 23. November at 19:00 CET.
  • Case Study: Brentford FC
  • Assignment 4
  • Live Q&A Session with your instructor ‘Ingo Winter’ on 24. November at 19:00 CET.

Learn the technical dimensions of the running of a football club.
Get started today

Watch some our lessons

Enter your email and we’ll send you some samples of our classes.

Gain a community of collaborators

You’ll join a cohort of ambitious, generous professionals who will help you grow.

Frequently Asked Questions

What is FOCUS Sports Education?

FOCUS is a digital sports education platform sharing expertise in sports with a mission of democratization of access to high-quality education. FOCUS programs connect you to the best minds sports both from on-the-pitch and off-the-pitch to advance your career.

What is FOCUS Sports Education’s goal?

FOCUS Sports Education has a mission of democratization of access to high-quality sports education. In this regard, FOCUS has centered its model strictly parallel to ‘Goal #4: Quality Education’ of the United Nations’ Sustainable Development Goals where the goal is ensuring inclusive and equitable quality education and promote lifelong learning opportunities for all.

Is FOCUS Sports Education a non-profit organization?

FOCUS Sports Education is a for-profit company; FOCUS is revealed in an attempt to tackle overcharged prices of sports education programs with the aim of making high-quality sports education accessible for everyone. Like everyone, absolutely, we believe too that better coaches will help to grow more qualified generations. Although we are a for-profit company, we charge only very fair prices that are methodically calculated considering the different economical profiles around the world. Our prices are affordable for almost everyone, if not, we provide scholarships to 50 students every year.

What are included in FOCUS Sports Education programs?

FOCUS Sports Education programs offer a wide range of learning content. You will engage with your instructors with live sessions, participate in peer discussions, and enhance your knowledge with articles, podcasts, and many more supportive learning materials—all from your home or office. Every program may require different content. Please, have a look on a program’s page to see what we all offer.

How much do FOCUS Sports Education programs cost?

FOCUS certification programs cost 250€-400€. It might show differences depending on the program. We offer discounts for groups. Please, have a look on ‘For Clubs/Associations’ page for more information.

Is there any application process and do I need to pay an application fee?

Our classes are on English for now. You can easily have a look on trailers if your level is on an enough level to understand classes and supportive learning content. We definitely do not request any application fee as our mission is democratization of access to high-quality education for everyone.

Do you offer any scholarship?
FOCUS aims to revolutionize the sports education; thus, generating well-rounded sport coaches and executives. As learning is more important than ever, a high-quality education must be accessible for everyone. We provide scholarship to 50 students every year who meets to our eligibility requirements. You can contact us via [email protected]
Is everything completely online?

FOCUS Sports Education programs are 100% online. TOP20 Students will take an opportunity to make an internship at a world-class club. This is the only on-site activity considering the current situation.

Will I be charged taxes?

Depending on where you live, you may be charged taxes in addition to your annual membership price. If tax applies, you will see it stated separately on your emailed invoice. Tax rates are calculated based on your location or the billing information you provided at the time of purchase. Should you have any additional questions about taxes you were charged, please view our Support Help-desk article on taxes or contact us at [email protected]

More Questions?

If you have more questions, please contact us. We’re happy to hear from you!

Let's Connect

Get in touch.

Do you have questions still? Write us here, and we will be in touch with you in an hour.

    Anna is a Technical Expert for FIFA and on the English FA’s Technical Directors Course. Anna consults football and wider sport on organizational and team design from the elite clubs to second tier clubs. She has an MA in Modern History from Uni of Oxford and a Masters in Coaching and Mentoring from Oxford Brookes Business School.

    Ingo is the managing director of football of Swiss-based Core Sports Capital where he manages Clermont Foot 63 playing in Ligue 1, and Austria Lustenau playing in the Austrian 1st league. Prior to Core Sports Capital, he was the global transfer manager at Swiss club BSC Young Boys from 2011 to 2016.

    Our new lecturer is Rodrigo Picchioni who is the Head of Analytics at Atletico Mineiro. We trust for many reasons that Rodrigo will give a proper lecture into how the department of data/analytics needs to be structured and make an impact for the club on and off the pitch.

    Rodrigo Picchioni headed a newly created analytics department at Atletico from 2021 on, they demonstrated their commitment to becoming a standard bearer in the region in the intelligent use of data to make better decisions. Prior to Atletico, Rodrigo worked as Director of Football Assistant at Red Bull Bragantino and in coaching roles in different countries.

    Aloys is the technical director of elite youth teams of the Netherlands FA as the key part of the football development department. He shapes the certification of the youth training programs, and he contributes to the guidance and assessment of the KNVB coaches. Aloys gives lectures in KNVB’s academy directors educational programs.

    Gianpaolo is one of top level legal experts in the intl sports business. He has vast experience in advising all range of sports stakeholders. He lectures in FIFA Diploma in Football Law, in UEFA Football Law Program and in Sports Management at the Uni. of St.Gallen. Previously, he headed the Players’ Status Department of FIFA.

    Mads is a writer and a football consultant, with experience as a coach and sporting director, and recently worked for Al-Jazira, the UAE champion as well as at clubs such as Brondby, at Guangzhou FC as head of recruitment, Shanghai SIPG as technical director. Mads recently published the book ‘How hard can it be?’.