The Sporting Director Question Depends on the Coach

The thing with the sporting director chat is it always sounds tidy until you actually try and pin it down. Because it’s hard to know who’s a good fit until you know which coach you’re building around, and what you’re actually asking the role to do day-to-day.

Remit first, names second

Some clubs want a recruitment supremo. Others want a wider operator who can shape the whole football department, smooth over politics, and keep the long-term plan intact when results wobble.

At Liverpool, we’ve seen what happens when the model is clear and everyone pulls the same way. It isn’t about finding “the best” individual on paper. It’s about finding the right fit for the structure, the personalities, and the way the manager wants to work. If that bit’s fuzzy, you can end up chasing big reputations that don’t actually land.

Why some big names don’t really move the needle

Luis Enrique has had Luis Campos alongside him at PSG, and it’s fair to say that helps. Campos is widely rated, and you can see why people look at that set-up and think, “Yeah, that’s the standard.” But it also raises the obvious question: are you hiring a name, or are you hiring the system and the relationships that make it work?

Elsewhere, you get the mixed bags. Max Eberl at Bayern looks a bit chaotic from the outside, whereas Freund, in the same building, might be the more interesting angle. Tim Steidten came with a reputation, but West Ham don’t exactly look settled, and ownership can distort how any sporting department is judged.

Then there’s Leverkusen’s Simon Rolfes, who is highly thought of, yet even smart operators make calls you can question. It only takes one “why have you done that?” appointment to remind you none of this is foolproof.

Edwards, Hughes, Ward… and even a future wildcard

Truth is, I can’t see Edwards going anywhere. And if that’s the case, it’s hard to imagine him binning off Hughes either. If a change ever did happen, moving Julian Ward back into a sporting director-type role feels more realistic than some glamorous external raid.

And then there’s the fun thought for down the line: Virgil van Dijk has mentioned that, outside of playing, he likes the idea of a sporting director role. Not for now, obviously. But it’s the sort of left-field “one day” scenario that makes you smile. Liverpool’s best versions tend to be built on leadership and clarity, and you’d never doubt he understands standards.

Written by FlyPelicanFly: 31 January 2026