Las dimensiones de un club de fútbol profesional

Probablemente hayas oído decir, o tú mismo pienses, que el fútbol es simple. Al fin y al cabo, el fútbol es un juego simple con reglas simples. Juegas un partido y, si marcas más goles que el contrario, ganas. Si ganas, es que has hecho un buen trabajo. Si pierdes, no tanto. Así que siempre intentas ganar. Simple de jugar, simple de entender.

Por lo tanto, administrar un club, al menos en teoría, debería ser también simple. No hay que pensar demasiado. Pero, cuando eres tú quien lo gestiona, te das cuenta de que todo puede ser muy complicado.

Consultando, trabajando o hablando con clubes de fútbol de muchos lugares, me di cuenta de que el gran reto de todo gestor es entender realmente cuál es el principal objetivo de la organización que está dirigiendo. ¿Por qué existe el club? ¿Qué esperan los aficionados, consumidores y otros grupos de interés de ese club? ¿Cómo consigues alegrar a todos?

A pesar de la simplicidad del juego en sí, las respuestas a estas preguntas pueden ser muy complicadas y tener un profundo impacto en la manera en que debe gerenciar un club. Tal es su complejidad, que quizás la mejor manera de entender cómo dirigirlo es dividirlo en cuatro dimensiones diferentes.

Un club de fútbol es, y será siempre, ante todo, una organización deportiva. Como tal, lo prioritario es organizar un equipo para intentar ganar. Nada debe anteponerse a eso. Cuando diriges un club, tu principal preocupación es ser capaz de crear el mejor equipo con las máximas posibilidades de ganar todas las competiciones que juegues.

Siempre intentas ganar o, al menos, esperas hacerlo. Si alguien crea un club con la esperanza de perder partidos, probablemente no exista por mucho tiempo. Esto se aplica a todo el fútbol, en todos los niveles. Es la dimensión de rendimiento, en la que el club se centra en maximizar el rendimiento con todos los medios necesarios.

Para asegurarse las máximas posibilidades de victoria, un club necesita tener el mejor equipo. Y para ello, existen dos opciones: (1) desarrollar una fórmula de entrenamiento innovadora y única para construir un equipo fantástico con los jugadores que tienes a tu disposición – algo que es, cuanto menos, muy raro y difícil – o (2) fichar a los mejores jugadores con la esperanza de aumentar la calidad del equipo, que es la alternativa por la que optan la mayoría de los clubes.

Como en cualquier mercado competitivo, cuanto más dinero tengas mejor será la calidad de los jugadores que puedas fichar. Por lo tanto, para poder tener el mejor equipo posible, un club necesita disponer de más recursos que otros clubes, lo que convierte a los clubes de fútbol en organizaciones impulsadas por la economía. En cierto modo, un club es como cualquier otro negocio: generar altos ingresos a bajo costos le proporcionará más beneficios. Pero, en el caso del fútbol, las ganancias son victorias y trofeos, Generalmente.

De repente, esa idea inicial de que un club es una organización simple que lo único que necesita es organizar un equipo para ganar partidos, empieza a desvanecerse. Estamos de acuerdo en que los clubes son ante todo instituciones futbolísticas, pero debido a la naturaleza del mercado competitivo en que se mueven, están también obligados a maximizar las inversiones y reducir los costos, lo que nos lleva a una interpretación totalmente distinta de cómo debe gestionarse un club. Es la dimensión comercial.

La ubicación y la comunidad son la esencia de un club de fútbol. Normalmente, cuanto más cerca está un aficionado del estadio, más fuerte es la relación con el club. Los clubes de un barrio determinado suelen ser seguidos principalmente por las personas que viven en ese barrio. Es probable que los clubes de una ciudad determinada tengan más seguidores de su misma ciudad.

Los clubes representan y están representados por miembros de estas comunidades. La relación con la comunidad, por lo tanto, no se puede gestionar únicamente a través de transacciones comerciales, sino que exige muchos otros tipos de interacciones tangibles e intangibles. Esa es la dimensión social del club.

A medida que el club consigue ir escalando posiciones, aumenta también el interés que genera en medios de comunicación, aficionados a otros clubes y entre el público en general. Esa audiencia empezará a reconocer al club como una de los principales símbolos de una comunidad y, en ese momento, el club pasará a ser un representante clave de los valores de la comunidad de cara al público exterior. Esa es la dimensión política.

Éstas son, las dimensiones de un club de fútbol: la de rendimiento, la comercial, la social y la política. Cada dimensión tiene un comportamiento muy distinto y objetivos específicos que no son necesariamente complementarios unos con otros. De hecho, a menudo pueden ser contradictorios, lo que aumenta la complejidad de gestionar un club de fútbol.

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