UCFB Future Sport 2018

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BRENDAN RODGERSDevelopment:Scott Sinclair,left, and MoussaDembele havethrived at Celticunder Rodgers’stewardship“I BELIEVE IN TERMS OF TAKING THE PLAYERS ON AJOURNEY; THEY HAVE TO BELIEVE THAT YOU CANIMPROVE THEM AND MAKE THEM BETTER”to believe that you can improve them and make thembetter. They like to have an idea on the future and wherethey’re going and I think that’s vital.”How do you do that?“By talking and by communicating with them. I thinkit’s important to look after the human being first. Findout about the player, find out about his needs, his family,what his ambitions are and always ensure that youseparate the two.”Rodgers kept Swansea in the top division the followingseason with ease. He was now being touted as one ofthe brightest young minds in the game, so it wasn’tlong until he found himself in one of the biggest jobs infootball – Liverpool.Seventh in his first year in charge, the following seasonthey led the league with three games to go. However,a costly slip from Steven Gerrard and a late collapse atCrystal Palace meant the Reds went another year withoutleague success. Fast forward 18 months and a Merseysidederby draw later, Rodgers, harshly, was shown the door.Clearly still showing the scars from his time atAnfield, and of a job unfinished, Rodgers says: “When ithappened at Liverpool the second time I was at a muchbetter place. I was fortunate enough that financiallyI didn’t have the need to go back into work the nextday. When I left Reading I was out of the game for sixmonths, but financially I should have really walked into ajob the next day because I needed it.”Rodgers was also much better prepared mentally forthe day he, like all managers, knows will come at somepoint. “You try to frame it in your mind that you’re goingto get the sack,” the 44-year-old says. “It’s only a matter oftime. Whether you like it or not, it’s coming. So how amI going to deal with it and then how can I look forward?Give yourself that sort of plan.”“I knew when I left Liverpool I was going to have sometime out and that gave me the chance to recover physicallyand mentally before preparing myself for my next role. Howdo you do it? Experience will help you, but of course it’s alsoabout having inherent belief in your ability.”It was that inherent belief that led him, perhapssurprisingly, to Glasgow. That he won the ScottishPremier League in his first season surprised no one.Celtic have been, and will be, Scotland’s dominant forcefor years. It’s the quality of the football Celtic Park hasseen, on top of the recruitment and the drastic changein mentality of the playing squad, that has made thewest end of Glasgow look across the Clyde in awe.“Celtic was a winning club,” Rodgers says. “And wewanted to create this ‘one club, one vision’ mentality.”Captain Scott Brown has credited Rodgers withrevitalising his career and extending it. Under previousmanager Ronny Deila, the Bhoys went through themotions. In his last season at Celtic they won theleague, but there was little else to shout about. Drabfootball on the pitch, falling attendances off it, and24 | Future Sport
BRENDAN RODGERSSTUDENT SUCCESSMatthew Lang, UCFB student and media assistant at the SPFLUCFB and the SPFL helping the talent of tomorrowUCFB’s unique links with the football and sport industry grants studentsaccess to some of the biggest organisations around, including theScottish Professional Football League. Both the SPFL and students havebenefited from this exciting partnership…It’s not just Brendan Rodgers and Celtic making waves north of the border…UCFB students are also making a name for themselves at the ScottishProfessional Football League.The organisation’s chief executive Neil Doncaster has been a keensupporter of UCFB in recent years and is a member of the institution’sEmployability & Enhancement Panel, regularly hosting workshops withstudents on the various facets of management and leadership in sport.Always keen to promote young talent, Doncaster and the SPFL haveemployed a number of UCFB students on a work placement basis in recentyears across various aspects of the business.Most recently was Matthew Lang, who spent time at the famous HampdenPark in Glasgow within the media and marketing team. As part of his role,Matthew sat in on meetings making suggestions on how to raise the profileof the Scottish game. He also shadowed Doncaster and was able to see firsthandthe day-to-day of a top level professional in the football industry.Ross McDonald, digital manager at the SPFL, said: “Students from UCFBare always enthusiastic and keen to learn. We allow them to shadow uswithin the office environment in order to give them a feel for what it is likeworking for a governing body within Scottish football.”“STUDENTSFROM UCFBARE ALWAYSENTHUSIASTICAND KEEN TOLEARN”Ross McDonaldDigital manager at the SPFLScotland: Matthew has beenworking hard at the SPFLmost gallingly of all an Old Firm defeat in the ScottishCup semi-final.Rodgers has rightfully been credited with revitalisingthe whole club. His vision was an easy sell to all at Celtic.His recruitment is also evidence of selling that dream.Scott Sinclair has excelled during his first season inScotland, and the signing of one-time Tottenham andPSG target Moussa Dembele from Fulham has excitedScottish football in a way not seen since another famousCeltic forward, the great Henrik Larsson.Top to bottom, Rodgers says: “If you’re leading it’s veryimportant that the people above you understand thedirection that you’re trying to work in.”He adds: “These people, they might be a billionaireor there might be multiple owners of a club, they liketo know the direction in which the club is heading. Theability to communicate that vision and sell that vision isvery important, and it’s equally as important to be ableto speak with the lady that’s working in the kitchen. Youhave to know your audience. Irrespective of where theysit in the hierarchy, you have to be able to find the way tospeak to them, to help them and to support them.”An improved showing in Europe next season will be nearthe top of Rodgers’ priority list. Get that right, and continuehis incredible domestic record, and it’s a matter of when,not if, we’ll see him back in one of Europe’s top leagues.Engaging:Rodgershas a deepunderstandingand detailedvision on howindividuals makea difference at afootball clubTomorrow’s talent, today | 25
Page 1 and 2: DEVELOPING THE NEXT GENERATION OF L
Page 3 and 4: WELCOMEThe future of sport is hereH
Page 5 and 6: CONTENTS32UCFB chairmanBrendan Floo
Page 7 and 8: MAKING SPORT WORK“Sport is big bu
Page 9 and 10: JAMIE CARRAGHERSTUDENT SUCCESSConor
Page 11 and 12: DID YOU KNOW?Did you know?Sport is
Page 13 and 14: WOMEN IN SPORTRUN THEWORLDMore than
Page 15 and 16: WOMEN IN SPORT“THE IMPORTANTTHING
Page 17 and 18: WOMEN IN SPORTRiding the waveShe’
Page 19 and 20: WOMEN IN SPORTAmy O’ConnorBusines
Page 21 and 22: PARTNER CASE STUDYUCFB partners wit
Page 23: BRENDAN RODGERSTomorrow’s talent,
Page 27 and 28: GARETH SOUTHGATETHETOPJOBWith quali
Page 29 and 30: GARETH SOUTHGATEThe word “edge”
Page 31 and 32: GARETH SOUTHGATE“ASK ANY SPORTS P
Page 33 and 34: BRENDAN FLOODVision:Brendan hasbig
Page 35 and 36: GUILLEM BALAGUEUCFB partners with
Page 37 and 38: BOXINGDoes it pay to be the bad guy
Page 39 and 40: BOXINGRespect:Anthony Joshuaand Wla
Page 41 and 42: PARTNER CASE STUDYUCFB partners wit
Page 43 and 44: TESTIMONIALSLewis CherryBA (Hons) F
Page 45 and 46: NFL IN LONDONIt was originally bill
Page 47 and 48: NFL IN LONDONSTUDENT SUCCESSKerry R
Page 49 and 50: MAURICIO POCHETTINOSTUDENT SUCCESSC
Page 51 and 52: 1011PICTURE1213141516Tomorrow’s t
Page 53 and 54: 6PICTURES798Captions1/ Wembley Stad
Page 55 and 56: ownyourseatWembley’s first everse

UCFB Future Sport 2018

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