Coaching the Brand: The Strategic Role of Managers in Football PR.

Roger Hampel

Football managers today are more than tacticians – they are the public face and voice of a club’s brand. From press conferences to advertising campaigns, the modern manager actively shapes how a club is perceived globally. In an era when communication is instant and pervasive, coaches have become brand architects who personify club values (or, sometimes, clash with them).

This article examines how four managers illustrate the strategic role of managers in football public relations (PR). We explore how their personas and actions have elevated (or tested) their clubs’ brands, drawing insights from real case studies, expert commentary, and research on leadership and authenticity.

The Manager as a Brand Ambassador

A football manager’s personality can be as powerful as a club crest. Their interviews, touchline demeanor, and even personal ventures can all reinforce a club’s image in the public eye. Top coaches now regularly serve as brand ambassadors – not only for sponsors, but for the club ethos itself. Their communication style and personal “brand” influence fan sentiment, media narratives, and even sponsor relationships.

When aligned with club values, a manager’s persona can galvanize supporters and attract commercial interest. Conversely, when a coach’s behavior clashes with those values, it can trigger PR crises that threaten the club’s reputation. To understand these dynamics, let’s look at four vivid examples of managers coaching the brand – for better or worse.

Pep Guardiola’s Influence on Manchester City’s Brand Building

Pep Guardiola’s arrival at Manchester City in 2016 marked a turning point in how the club’s brand is perceived globally. As a manager with a sterling personal reputation – honed by trophy-laden spells at FC Barcelona and Bayern Munich – Guardiola immediately lent City an aura of elite credibility. Under his leadership, City cultivated an image of being ambitious, innovative, and relentlessly high-performing. In fact, Brand Finance’s 2023 report noted that Manchester City excelled in attributes like “ambitiousness, [a] passionate fanbase, and effective management under Pep Guardiola’s widely praised leadership,” helping solidify the club’s status as a global powerhouse.

The tangible results on the pitch have translated into commercial success off it: City’s brand value climbed to an all-time high (peaking as the world’s most valuable football club brand in 2023 before Real Madrid reclaimed the top spot). This growth has been fueled by record on-field achievements – such as an unprecedented English treble and even holding five major titles simultaneously in 2023 – which in turn attract sponsors and fans worldwide.

City’s commercial revenues and sponsorship portfolio have expanded in step with Guardiola’s tenure, as global brands seek to associate with the club’s winning “edge” and modern, dynamic image. Guardiola’s public communication style also reinforces City’s image as a disciplined yet progressive club. In press conferences and interviews, he typically projects thoughtfulness and respect – praising opponents, deflecting credit to his players and staff, and calmly dissecting the game.

This stands in contrast to more mercurial personalities in football management and helps position Manchester City as a professionally run, stable environment from the top down. Guardiola can certainly be intense – he demands the highest standards internally – but he rarely creates negative headlines via the media. Even when under pressure, he tends to defend his club (for instance, staunchly backing City amid financial fair-play accusations) in a firm yet measured tone.

This consistent messaging of unity, high standards, and forward-thinking ambition trickles into City’s brand ethos. Fans and pundits often note that Guardiola has embedded a “winning mentality” and attention to detail throughout the club. His emphasis on factors like players’ body language and attitude in training is well documented, reflecting an insistence on professionalism that bolsters the club’s disciplined image.

Crucially, Pep’s tactical identity – an attacking, possession-rich style based on positional play – aligns with City’s desire to be seen as a modern and progressive football power. From day one, Guardiola implemented an expansive philosophy often termed as “juego de posición,” emphasizing dominance of the ball, aggressive high pressing, and tactical innovation.

This not only produced dazzling performances but also crafted an identity of City as a club that plays the “right” way – attractive, offensive football with a futuristic tactical edge. Internally, Guardiola insisted on full commitment to this identity: “I want the ball for 90 minutes. When I don’t have the ball, I go high pressing because I want the ball,” he famously said. He was unafraid to make bold personnel decisions to protect this philosophy – even high-profile players like Joe Hart and Yaya Touré were moved on or sidelined for not fitting the system.

In doing so, Guardiola sent a strong message that no individual is bigger than the collective identity. This has reinforced a culture of discipline and excellence at Manchester City. The club’s style of play under Pep is now a signature – as much a part of the brand as their sky-blue shirts – recognized by fans around the world. It supports City’s positioning as an elite, cutting-edge club: they are seen as meticulous and innovative on the field, which mirrors the club’s off-field embrace of sports science, data analytics, and global talent development (all hallmarks of a progressive football organization).

Pep Guardiola’s tenure has also coincided with improved fan perception and international appeal of Manchester City. Surveys of supporter sentiment (as seen anecdotally in global fan forums) indicate that many fans admire City’s style and consistency, even if they aren’t City supporters themselves. A once underachieving club has, in the Guardiola era, developed a reputation for near-peerless domestic dominance and stylish European outings.

This boosts media coverage in a positive light – match reports often laud City’s “beautiful football” and Guardiola’s tactical masterstrokes. It’s telling that during Guardiola’s reign, Manchester City not only won multiple Premier League titles, but did so while breaking records (points, goals, win streaks) which garnered global headlines.

The brand equity growth is evident: by 2023 Manchester City had risen to an AAA+ brand rating and was briefly the world’s strongest football brand. As one sports brand valuation expert noted, City’s rise “is driven by an impressive combination of matchday success, passionate fan engagement, and effective management under Guardiola”.

In summary, Pep Guardiola’s role in City’s PR and branding journey cannot be overstated – his personal excellence, communication approach, and football philosophy have all synergized to support Manchester City’s image as an elite, disciplined, and forward-thinking club on the world stage.

José Mourinho: “The Special One” as a Global PR Asset

When José Mourinho strolled into his first Chelsea press conference in 2004 and declared, “Please don’t call me arrogant, but I’m a European champion and I think I’m a special one,” he instantly created a personal brand. “The Special One” persona – confident, provocative, and larger-than-life – became a global marketing hook that has benefited both Mourinho and the clubs he manages. Mourinho’s audacious self-branding generated massive media attention (a “frenzied stir” in the UK press) and positioned Chelsea (then an up-and-coming power) as a club with a charismatic leader at the helm.

Over the years, Mourinho has masterfully leveraged the media to build his legend. He often uses press conferences as theatre – crafting narratives that rally his team or put pressure on rivals – which in turn keeps his name (and his club) in headlines. This publicity value isn’t lost on marketers. Mourinho’s recognizability and charisma have made him a sought-after face for major brands: he’s been a global ambassador for companies like Adidas, Heineken, Jaguar, Braun and more. Campaigns often play on his witty, confident image – reinforcing the “Special One” mystique and extending his (and by association, his club’s) reach to worldwide audiences. One digital PR campaign with Topps, for example, used Mourinho as the centerpiece and “reached over 3 million people” globally. In short, Mourinho the individual became a marketing asset: a walking billboard of excellence and entertainment that clubs could capitalize on.

However, harnessing a superstar manager’s brand also brings strategic challenges. Mourinho’s personal deals and bold statements have at times forced clubs into awkward positions. A striking example comes from his second stint at Chelsea. Mourinho had a personal endorsement deal with luxury watchmaker Hublot, even though Chelsea’s official watch sponsor was a different brand (Rotary). In press interviews, Mourinho would pointedly display his Hublot timepiece. The result? Rotary terminated their sponsorship early, and Chelsea switched to Hublot as the club’s watch partner to keep Mourinho happy. “José has his own deal. He is the number one. We do what he wants,” admitted Chelsea’s Asia marketing director, explaining how Mourinho’s influence effectively dictated a sponsor change¹.

A similar scenario played out when Mourinho praised Jaguar cars publicly (Jaguar was another personal sponsor of his) – shortly thereafter Chelsea’s deal with Audi wasn’t renewed². These incidents show how a manager’s personal brand can eclipse club commercial plans, requiring PR finesse. On one hand, Mourinho’s presence adds prestige and attracts top sponsors; on the other, the club must manage potential conflicts and ensure the coach’s celebrity aligns with club interests.

Overall, Mourinho exemplifies the manager as a PR-driven persona: self-styled as The Special One, polarizing but magnetic. He brought attention and silverware to Chelsea, Inter, Real Madrid and others, becoming “one of football’s best – and charismatic – coaches” whose aura “remained” long after his first bold claim. Clubs employing Mourinho effectively signed not just a tactician, but a global brand ambassador in his own right. The strategic takeaway from Mourinho’s case is that a strong manager persona can supercharge a club’s brand – but it must be managed proactively to avoid PR hiccups (and sponsor heartburn).

Jürgen Klopp: “The Normal One” and the Power of Authenticity

Jürgen Klopp’s tenure at Liverpool FC (2015–2024) was defined not only by trophies but also by a masterclass in communication and leadership persona. From day one, Klopp set the tone by branding himself as “The Normal One” – a tongue-in-cheek contrast to José Mourinho’s famous “Special One” moniker. In his inaugural Liverpool press conference, when asked about comparisons to Mourinho, Klopp smiled and replied: “I’m a totally normal guy, I came from the Black Forest. I’m the Normal One.” This humble, self-deprecating remark instantly endeared him to British media and supporters. It signaled that, unlike the self-aggrandizing personas often associated with elite managers, Klopp’s style would be grounded in authenticity, relatability, and emotional accessibility.

Crucially, this wasn’t just charm – it was strategic reputation positioning. Klopp framed himself as the antithesis of ego-driven leadership: a man focused on collective progress rather than personal spotlight. This approach resonated deeply with Liverpool’s cultural DNA – a club built on working-class identity, community, and humility. Early headlines and fan reactions embraced this narrative. Despite his elite pedigree, Klopp’s image was that of a hard-working, passionate figure who understood the city and its people. That initial branding shaped the tone of all future communications: Klopp wasn’t here to rule – he was here to belong.

Liverpool’s Brand Resurgence Under Klopp – By the Numbers

Klopp’s impact went far beyond sentiment – it led to tangible commercial and global growth. On the pitch, his Liverpool side won the Champions League (2019), Premier League (2020), and several other major titles. Off the pitch, the club’s popularity soared. According to a 2022 Morning Consult survey, Liverpool became the most popular Premier League club in the United States, narrowly overtaking long-time leader Manchester United. Approximately 61% of U.S. Premier League fans reported a favorable opinion of the club – the highest across the league – and even 21% of the general U.S. population held a positive view of Liverpool.

Photo Credit: Liverpool FC

This newfound global appeal translated into brand strength. When Klopp took charge in 2015, Liverpool was outside Europe’s financial elite. But by 2023, Forbes valued the club at $5.29 billion, roughly 7.7× more than in 2014. That leap made Liverpool the fourth most valuable football club in the world (up from tenth just a decade earlier). Revenues followed a similar trajectory – growing from around $320 million to $793 million annually, driven by increased sponsorship, broadcasting, and fan engagement. Analysts noted that Liverpool’s “return to the peak” was not only about silverware, but about how Klopp’s charismatic presence reactivated the club’s story for a new generation of global fans.

As one club legend, Mark Lawrenson, put it: “Liverpool had always been at the top, but under Klopp its position has been at the peak along with the best clubs in the world.” His leadership proved that a coach’s personal brand – when rooted in authenticity – can act as a force multiplier for institutional growth, fan loyalty, and long-term reputation. Klopp didn’t just coach a team. He rebranded a global club by being real, humble, and entirely human.

Gonçalo Feio: When Coach Behavior Clashes with Brand Values

Not all managerial PR is positive. If the above cases show branding opportunities, the story of Gonçalo Feio is a cautionary tale of reputational risk. Feio, a young Portuguese coach, found himself in the spotlight at Polish club Legia Warszawa in 2024 – but for all the wrong reasons. After a heated UEFA Conference League qualifier, Feio lost his composure and made an obscene gesture (flipping both middle fingers) toward opposing Brøndby fans. The incident sparked immediate outrage; Polish journalists and football personalities publicly called for Feio’s suspension, heavy fines, even his firing. Here was a coach’s behavior directly clashing with the club’s brand values of respect and sportsmanship.

Photo Credit: Flashscore

For Legia’s PR and management, this was a crisis that needed swift addressing. The club moved quickly to control the damage: within two days Feio issued a formal apology, published by the club as an official statement. “I made unacceptable gestures that went beyond the values held by me and the club I am proud to represent. I apologize for showing emotions contrary to the spirit of sportsmanship and respect,” Feio stated contritely. He emphasized learning from his mistakes and thanked the opposing club for their hospitality. This carefully crafted apology (in both Polish and English) was a clear PR strategy to reaffirm Legia’s values and distance the club from the coach’s lapse. By having Feio acknowledge that his conduct “fell outside the framework of values ... of the club”, Legia reinforced to fans, UEFA, and sponsors that such behavior was not condoned.

The Feio saga highlights the reputational risks when a manager’s behavior goes off-brand. Legia not only faced potential sporting sanctions (UEFA did issue a suspended one-match ban for Feio’s antics), but also damage to its image as a club of fair play. In an era where social media can viralize a coach’s outburst in seconds, the club’s public relations response had to be immediate and emphatic. Legia’s handling – a prompt apology aligning with core values – provides a blueprint for crisis PR: acknowledge the issue, apologize sincerely, reaffirm values, and outline corrective intent. Any hesitancy or defensive stance could have amplified backlash. It’s worth noting that Feio’s prior history became part of the narrative too: media quickly dug up that he had been involved in a physical altercation with a previous employer’s chairman in 2023 (an incident that led to assault charges and a suspended ban). This context made Legia’s reputation management even more urgent, as it raised questions about why someone with a volatile record was in charge at such a prominent club.

For PR professionals, the takeaway is stark: a manager’s personal conduct can become the club’s public image – for better or worse. Clubs must vet not only a coach’s tactical resume but also their temperament and alignment with club culture. When missteps occur, swift and transparent communication is critical. As the Legia case shows, coach behavior that clashes with brand values can erode trust with fans and attract negative press like a magnet. Mitigating that requires owning up to mistakes and showing a plan to realign with the values fans expect. In short, a club must be ready to coach its coach in PR matters, ensuring that the manager’s actions on or off the pitch don’t undermine years of brand-building.

Diego Simeone’s Grit and Atlético Madrid’s Underdog Identity

If Guardiola represents suave innovation, Diego Simeone epitomizes grit and passion – and he has indelibly imprinted these traits onto Atlético Madrid’s brand. Taking charge in late 2011 when Atlético were floundering, Simeone immediately set about instilling a siege mentality and a fierce work ethic in the team. Under “El Cholo” Simeone, Atlético’s image has been intentionally sculpted as that of the ultimate underdog: proud, defiant, and disciplined to the core. As one Vice Sports article put it, Simeone arrived and “almost magically transformed [Atlético] into a winning team” through relentless hard work. He took a club long known as “el pupas” (the cursed ones) and gave it a new message that resonated deeply with supporters: success through strong leadership, loyalty, and sheer effort. Under his direction, “the club’s new message seemed to connect with their supporters: success through a combination of strong leadership, loyal players, and the… adoring public.” In essence, Simeone aligned Atlético’s brand with a kind of blue-collar resilience – a stark contrast to their glossier city rivals, Real Madrid.

Simeone’s communication and leadership style is an intense blend of emotional fervor and single-minded focus, which has shaped Atlético’s identity both on and off the pitch. He is known for rallying cries like “partido a partido” (one match at a time) and for inculcating belief in his squad when few outsiders give them a chance. Internally, he fostered an “unbreakable belief” among players and fans that no challenge is insurmountable. Externally, in press interactions, Simeone often amplifies the underdog narrative – he frames Atlético as a humble club that must fight “with a knife between its teeth” against the giants. Rather than shy away from the club’s historically lesser status, Simeone has embraced and weaponized it: we are the outsiders, and that is our strength. This messaging has cultivated a strong us-vs-them mentality among Atlético supporters (the colchoneros). It’s not just talk either – the results backed it up, making the narrative even more powerful. Within three years of his hiring, Simeone led Atlético to five trophies including an improbable La Liga title and two Champions League final appearances, toppling far richer clubs along the way. These triumphs, achieved through visibly gritty and gutsy performances, cemented the credibility of Cholismo – a term coined for Simeone’s philosophy-cum-brand of football.

At the heart of Atlético’s brand under Simeone is Cholismo, which encapsulates the club’s tactical and cultural identity. Tactically, Cholismo prioritizes a rock-solid defense, collective sacrifice, and lethal counterattacks over any flamboyance. This disciplined, almost militaristic approach on the field reinforces Atlético’s image of resilience and toughness. It aligns perfectly with the club’s historic underdog positioning – a team that might lack the galáctico superstars or budget of its rivals, but makes up for it with heart and organization.

Simeone’s personal brand (fiercely competitive, passionately gesturing to the crowd, sometimes even celebratory chest-thumping or exuberant antics) signals to fans that he embodies the struggle and passion of Atlético. One iconic example was when Simeone celebrated a goal by grabbing his own crotch in front of the fans – a crude gesture symbolizing “we have cojones” – which, while controversial, resonated with the no-filter passion that Atlético’s brand embraces. It earned him a UEFA fine, but also became folk memory among supporters of his all-in commitment.

Crucially, Simeone’s persona and Atlético’s club culture are in complete harmony. He often speaks of Atlético as a family and a cause – “Atlético wasn’t just a club – it could also be an attitude, an act of faith, a religion,” he reminded fans. This rhetoric transformed how Atlético’s own supporters saw their club. During the dismal days pre-Simeone, many Atléti fans were disillusioned and fatalistic. Simeone reignited pride by restoring the values of hard work and humility as points of pride. Supporters responded in kind: the stadium atmosphere at Vicente Calderón (and now Metropolitano) became famously intense, with “never stop believing” adopted as a mantra.

By insisting that having corazón y huevos (heart and guts) could rival the millions of the big clubs, Simeone aligned Atlético’s brand with an almost romantic vision of the underdog triumph. This has had tangible PR benefits: Atlético’s story under Simeone is consistently one of the most compelling in sports media, often framed as “passion and unity defeating the odds.”

That narrative appeal attracts neutral fans and sponsors who value the club’s authenticity and loyalty. It’s notable that top players who might easily choose wealthier clubs have been keen to play for Simeone – his reputation is that of a master motivator and a symbol of Atlético’s renaissance. In sum, Diego Simeone has shaped Atlético Madrid’s identity to be an extension of his own gritty, passionate character, turning the club’s once-dormant underdog image into a thriving brand asset. Atlético today is seen as resilient, intense, and defiantly different – largely thanks to the strategic PR role played by its manager’s philosophy and charisma.

Urs Fischer and Union Berlin: The PR Power of Quiet Authenticity

If Simeone represents the fire, Urs Fischer exemplifies the calm – yet both have achieved similar brand results through different expressions of authenticity. While Simeone’s energy builds a fortress of belief under the bright lights, Fischer’s humility has quietly transformed Union Berlin into one of Europe’s most respected football stories. And in both cases, their identities have become indistinguishable from the clubs they represent.

Fischer, former coach of 1. FC Union Berlin, demonstrates the power of quiet authenticity and consistency. Fischer isn’t one for flashy soundbites or self-promotion – and that’s exactly what makes him and his club’s story so compelling. Taking over Union Berlin when they were a second-division side in 2018, the soft-spoken Swiss coach engineered a fairytale rise: promotion to the Bundesliga, then steady improvement up to a 4th-place finish and Champions League qualification in 2022/23. Throughout this ascent, Fischer remained true to a humble, hard-working ethos that mirrored Union’s identity as a fan-built “underdog” club.

Union Berlin as a brand prides itself on being “authentic,” anti-corporate, and deeply rooted in its community. Urs Fischer became the perfect embodiment of these values. “There is no arrogance and conceit in them [Union]. They should be humble and aware of where they came from,” observed one Bundesliga analyst, noting that Union’s culture of modesty and honesty sets it apart. Fischer’s personality aligned seamlessly: he is described as “an unshowy type, neither a politician nor a philosopher in an age where it is often demanded that coaches be both.”

In other words, he isn’t interested in spotlight or grandiose proclamations – he just quietly goes about building a winning team that reflects collective spirit. Paradoxically, that off-camera approach became a PR asset in itself. At a time when many managers cultivate media personas, Fischer’s reticence to self-aggrandize earned him a reputation as a genuine, values-driven leader. To fans (both Union’s and neutrals), he comes across as real. That realness breeds respect.

Union’s communications and branding under Fischer thus highlighted substance over style. The narrative wasn’t “we have a superstar coach,” but rather “we have a strong team culture led by a humble expert.” Fischer consistently deflects credit to his players and staff. He emphasizes teamwork, saying things like it’s about “solidarity... sticking together” rather than individual stars. This message reinforced Union’s image as a club where ego is subordinate to effort – a stance that endeared them to many fans disillusioned with big-money “galactico” clubs. Even as Union achieved success that far outstripped their resources (knocking giants out of Europe, etc.), Fischer remained almost romantically low-key. He reportedly is happiest spending time with a fishing rod in hand, far from the limelight. Such anecdotes humanize him and, by extension, the club.

The PR payoff of Fischer’s quiet authenticity is evident in Union Berlin’s rise from a cult local club to an internationally admired story. They attracted neutral supporters globally who were charmed by the “miracle of Köpenick” narrative – the small club with old-school values succeeding against odds. Sponsorship and media interest grew, but Union managed to avoid the trap of losing their soul. As sports journalists noted, Union has carefully balanced new opportunities with preserving identity: “Every marketing campaign directed at fans has to be carefully thought out so as not to lose your identity by accident... You have to try to get new fans, new markets, but at the same time you can’t deviate from the original path,” one expert said. Fischer’s consistent messaging around humility and hard work gave Union a north star for such decisions – his leadership style essentially kept the club’s brand ethos on track even amid success.

Strategically, the Union/Fischer example teaches that authenticity isn’t only loud or charismatic – it can be quiet and steadfast. A manager who aligns with the core values of the club provides a PR win by simply living the brand every day. For communication departments, having a coach like Fischer means you can confidently market the story of the club without fear of contradictions. His press conferences might not produce viral one-liners, but they produce something more valuable: credibility. In an age of hype, being true to oneself can be a disruptive PR strategy in its own right – one that builds trust and long-term goodwill.

Strategic Takeaways for PR Professionals and Club Communications

The expanded case studies of Mourinho, Klopp, Guardiola, Simeone, Fischer and Feio reveal a critical truth: in modern football, the manager is not just a tactical leader, but a strategic communication channel – capable of shaping club perception more profoundly than almost any other figure.

• Authenticity Builds Trust and Loyalty: 

Klopp and Fischer exemplify that when a manager’s persona is genuine and value-driven, it resonates deeply with fans. Authentic leadership fosters trust – a priceless commodity in PR. Guardiola also projects integrity and purpose, earning admiration even from rival fans. Clubs should encourage managers to communicate openly, show human emotion, and admit mistakes when needed. A trusted coach can rally an entire community and buffer the club through tough times.

• Leverage the Manager’s Persona (Carefully): 

A distinctive manager persona can be a huge PR asset. Mourinho turned The Special One into a global brand, bringing attention and sponsorships to his clubs. Guardiola became the cerebral symbol of high-performance culture. Simeone built a mythos around passion and resilience. Clubs can amplify a coach’s unique traits in marketing campaigns and storytelling – but must do so strategically. The manager’s persona must align with club values and commercial realities. Always prepare for when personal brand dynamics clash with sponsor expectations – as Chelsea learned with Mourinho’s Hublot and Audi sponsorship saga.

• Consistency and Value Alignment Matter: 

It’s not just about having a persona, but ensuring it reflects the DNA of the club. Guardiola’s meticulous discipline matches City’s polished brand. Simeone’s street-fighter energy perfectly fits Atlético’s underdog identity. Fischer’s humility echoes Union Berlin’s grassroots ethos. When coach and club values align, PR becomes seamless and authentic. Conversely, when they diverge – as with Feio and Legia – crisis is inevitable. Communication directors must collaborate with club leadership to define cultural fit before and during a manager’s tenure.

• Proactive Media Skills and Storytelling: 

Top managers today are masterful storytellers. Klopp’s journey metaphors, Guardiola’s tactical evangelism, Simeone’s warrior calls – each becomes a narrative vehicle for the club. PR teams should amplify these stories across media channels, reinforcing consistency. But not all managers are natural communicators. Clubs should invest in media training to help managers navigate tough questions, avoid escalation, and project stability. The goal: turn every appearance into brand capital.

• Crisis Management Plans for Coach Incidents: 

When coach behavior generates controversy – from Mourinho’s touchline rants to Feio’s gestures – PR teams must act fast. Have ready-to-deploy protocols: a sincere statement, disciplinary actions if needed, and reaffirmation of values. Transparency and decisiveness protect club credibility. In the age of smartphones, everything is on record. Managers must be coached not only on football tactics but on public behavior, risk scenarios, and narrative impact.

• The Manager as a Long-Term Brand Investment: 

The right manager does more than win games – they shape brand legacy. Guardiola helped elevate Manchester City to a global AAA+ football brand. Simeone gave Atlético a defiant identity. Klopp reconnected Liverpool with emotion and trust. Even Fischer, without global fame, turned Union Berlin into a symbol of purity in modern football. When hiring a coach, clubs must weigh not just tactical fit, but narrative fit. Once hired, managers should be integrated into brand strategy: community outreach, branded content, fan engagement, and culture-setting.

In conclusion, football managers have emerged as central PR protagonists in the sport. Whether by crafting a magnetic public image like José Mourinho, exemplifying authentic leadership like Jürgen Klopp, institutionalizing high performance like Pep Guardiola, channeling underdog grit like Diego Simeone, building credibility through humility like Urs Fischer, or – as a warning – igniting a crisis like Gonçalo Feio, managers are inextricably tied to how a club is perceived.

For clubs and their PR departments, the mandate is clear: manage the manager, manage the brand. By embracing the coach’s storytelling power, guiding their public engagement, and aligning their persona with club values, clubs can turn their managers into their greatest communication assets.

As the saying goes, football is more than just a game – and in modern football, a manager is more than just a coach. They are the face of an idea, a club, a brand. It’s up to strategic communicators to make the most of that powerful (and very human) asset in building lasting sports brands.