A Dive into Modern Management Trends Appointing "Bad" Managers

In the past, football management followed a seemingly straightforward trajectory: a coach would rise through the ranks, proving their worth at lower levels before being rewarded with a top job.

Icons like Sir Alex Ferguson, who moved from East Stirlingshire to St. Mirren to Aberdeen before landing at Manchester United, represented the ideal path. However, recent trends show that top clubs are increasingly appointing managers who, on the surface, seem less qualified or even “bad” by traditional standards. This begs the question: why are elite clubs opting for managers they might have dismissed just a few years ago?

The Evolving Role of Football Managers

One of the fundamental shifts in football management is the role of the manager itself. Traditionally, managers wielded enormous power, controlling almost every aspect of the club, from team selection to transfers. Figures like Ferguson and Arsène Wenger epitomized this model, effectively running their clubs as omnipotent figures. However, in today’s game, especially at the highest levels, the role of a manager has been increasingly compartmentalized and diminished.

Modern football clubs, particularly in Europe, now operate within complex corporate structures where managers—or more accurately, head coaches—are just one cog in a much larger machine. Sporting directors, technical directors, and CEOs often have more influence over recruitment and club strategy, leaving managers with less control and a more specialized role focused on coaching the first team.

This shift has led clubs to prioritize “fit” over experience. A manager’s ability to work within a club’s established structure, maintain harmony among a star-studded squad, and navigate the unique pressures of a top club has become more valuable than a proven track record in lower leagues or even at mid-tier clubs.

The Appeal of “Inexperienced” Managers

This new approach helps explain why clubs are increasingly appointing managers with limited experience or mixed records. Take, for example, Vincent Kompany’s appointment at Bayern Munich. Despite a disappointing season at Burnley, Kompany was chosen not because of his success in the Premier League but because of his perceived ability to manage a dominant team in a less competitive environment, similar to Bayern’s situation in the Bundesliga. His leadership qualities, multilingualism, and diplomatic skills also made him an appealing candidate for a club that requires more than just tactical acumen from its head coach.

Similarly, Enzo Maresca’s appointment at Chelsea raises eyebrows. With only 67 games of managerial experience and a brief, underwhelming stint at Parma, Maresca doesn’t fit the traditional profile of a Chelsea manager. However, his experience working within Manchester City’s structure and his ability to implement a clear tactical identity align with what Chelsea’s hierarchy currently values.

The Rejection of Traditional Pathways

Another notable trend is that the traditional path to a top job—proving oneself at a mid-table club—no longer guarantees advancement. In fact, managers who excel in these roles, like David Moyes before his move to Manchester United, often struggle when transitioning to a top club. The skills required to overachieve with a smaller budget and squad do not necessarily translate to managing elite players with sky-high expectations.

This has led clubs to question the relevance of past achievements in different contexts. While a manager might excel at a club like West Ham or Everton, that success does not always mean they can thrive under the pressures of managing a club like Manchester United or Chelsea. The skills needed to handle the unique demands of a super club are distinct, and clubs are increasingly looking for managers who can demonstrate those specific abilities, even if their overall managerial experience is limited.

The Role of Managers in Modern Football

The importance of managers in modern football has also been re-evaluated. Studies have shown that factors like wage bills and squad quality account for the vast majority of a club’s success, with managerial influence often being overstated. This has led some clubs to view the hiring of a manager as a less critical decision than it once was. Instead of seeking the most experienced or successful candidate, clubs are focusing on finding a manager who can fit into their existing system and maximize the potential of their expensive squads.

Why Managers Are Turning Down Top Jobs

Interestingly, it’s not just clubs that are changing their approach—managers are, too. In the past, a job offer from a top club would be irresistible to most managers. However, today’s coaches are more discerning, often turning down offers from elite clubs in favor of roles that offer more control, job security, and a better fit with their personal management style.

For example, Kieran McKenna reportedly turned down interest from Manchester United and Chelsea to remain at Ipswich Town. This decision highlights how even ambitious managers now prioritize long-term project stability and alignment with their own values over the allure of a big-name club.

Conclusion: A New Era of Football Management

The landscape of football management has shifted dramatically. What might seem like the appointment of “bad” or inexperienced managers is actually part of a broader trend where clubs prioritize specific skills and cultural fit over traditional markers of success. As football clubs become more corporatized and structured, the role of the manager continues to evolve, often making them less central to a club’s success than in previous eras.

This trend suggests that the era of the all-powerful, omnipotent football manager is fading, replaced by a new model where collaboration, fit, and specialized skills are the keys to securing one of the most coveted jobs in football.