10 Things I Wish I Knew Before Starting a Football Academy – Part 2/10


🏆 10 Things I Wish I Knew Before Starting a Football Academy – Part 2/10

⭐ Alongside Building the Academy’s Brand, I Would Also Build a Strong Personal Brand

Building a football academy’s brand and a personal brand at the same time is a strategy that strengthens both the organization and its leader. The personal brand of the President (or Director) acts as the “face” of the academy — it builds trust, credibility, and attracts both young players and sponsors.

1️⃣ A Personal Brand Strengthens the Academy’s Credibility

Research on trust in business shows that people trust individuals, not organizations. A recognizable academy president or manager, who has a positive reputation and is seen as an expert in their field, boosts the credibility of the entire organization. Such a leader earns the trust of both parents and potential sponsors.

A president who is active on social media, shares insights on challenges in local sports, and celebrates the academy’s successes (such as tournament wins or inspiring player stories) attracts parents looking for professionalism and passion. Parents choose this academy because they see that its leader is engaged in developing young players and building a strong community.

2️⃣ A Strong Personal Brand Attracts Sponsors and Partners

Sponsors prefer to invest in people they recognize as leaders in their field. A strong personal brand gives potential business partners a sense of stability, professionalism, and vision. For decision-makers in sponsoring companies, direct contact with the leader — the “face” of the organization — is far more important than dealing with an anonymous brand.

A president who personally represents the academy in talks with potential sponsors inspires trust and convinces them to cooperate through charisma, knowledge, and authenticity. Sponsors prefer speaking to someone who directly manages the organization, understands its needs, and communicates its long-term vision. This makes investment in the academy more personal and strengthens long-term partnerships.

3️⃣ A Personal Brand Builds Emotional Connections with the Local Community

Examples from the sports sector show that leaders who engage in community life create loyal groups of parents, children, and partners around them. This strengthens the academy’s role as an integral part of the local community.

A president who regularly attends local sports events, organizes charity tournaments, or appears in local media becomes a recognizable and respected figure. As a result, residents perceive the academy as “ours,” which encourages parents to enroll their children and motivates local businesses to support the organization.

4️⃣ A Personal Brand Makes Communication Easier

Organizational communication is often more official and “cold,” while a personal brand allows for more direct and authentic interaction. In sports — where emotions and relationships are crucial — such communication strengthens engagement and builds trust in the community.

A football leader who shares their daily work on Instagram or Facebook — organizing events, supporting young players, or working with coaches — creates an authentic bond with parents, players, and partners. Content filled with passion and personal commitment engages the community far more than official academy announcements. This makes the leader the true “face” of the organization, boosting both recognition and credibility.

5️⃣ A Personal Brand Outlives Organizational Changes

Organizations may change their name, structure, or even cease to exist — but a strong personal brand endures and can be transferred to new projects. This allows the leader to continue their mission and build trust regardless of organizational shifts.

If the academy changes its name, opens new branches in other regions, or merges with another organization, the president’s personal brand remains a stable reference point. Parents and partners will continue to trust their competence and vision, ensuring that organizational changes do not weaken loyalty or reputation. The leader’s personal brand offers a sense of stability and professionalism, even in dynamic situations.

6️⃣ Synergy Between the Personal Brand and the Academy

When the academy’s brand and the president’s personal brand develop in parallel, they reinforce each other. The academy gains recognition thanks to the president’s reputation as a leader and visionary, while the president strengthens their professional image through the academy’s success and the achievements of its players.

A president who consistently promotes the academy’s successes, collaborates with local partners, and invests in young talent creates a mutually beneficial dynamic. A strong personal brand attracts parents, players, sponsors, and media attention — all of which support the academy’s growth. This makes the academy more prestigious while positioning the president as a leader with strong authority.

7️⃣ Building a Personal Brand Teaches Authenticity

People expect authenticity and transparency from organizational leaders. Building a personal brand requires consistency, coherence, and clear communication of values. This makes the organization more credible, while the leader becomes a trusted figure.

A president who shares reflections on managing the academy, the challenges of growth, and personal experiences builds a strong emotional connection with parents, players, and the community. Such an approach makes them more relatable and trustworthy, which in turn strengthens loyalty to the academy and its values.