Everyone needs someone who can manage their affairs and negotiate in their best interest—coaches are no exception.
In the past, you might have thought that winning trophies with a team was all a coach needed to land a good deal. But the game has changed.
Nowadays, even coaches who struggle to win matches can still secure top jobs if they have a good agent. An agent knows how to spin the odds in their favor, often using the media to build a positive image.
Post-match interviews, behind-the-scenes locker room videos, and social media breakdowns of their tactical approach can all help position a coach in a favorable light.
A clear example is Ruben Amorim, when he blamed himself instead of the players for Manchester United’s poor performance in matches.
He simply won the hearts of many fans with such utterances, and coaches are also trained on how to speak during post-match interviews.
Believe it or not, your favorite team might appoint a coach based on public perception rather than strictly evaluating their style of play.
Clubs want to grow their fan base, which is why someone like Mourinho could still be kept on at Fenerbahçe despite missing targets—his presence alone keeps eyes on the club.
Roma enjoyed the same bliss during his time at the club, but since his departure, the same cannot be said of the club.
With the rate at which coaches are being fired nowadays, having a good agent is crucial. They can negotiate better terms in case of termination, ensuring that a coach secures a hefty payout even before their contract officially ends. Just look around, and you’ll find plenty of examples.
José Mourinho—often dubbed ‘the king of payoffs’—has received two of the top five largest contractual payoffs in Premier League history: £16 million after being dismissed by Tottenham Hotspur in 2021, and £19.6 million from Manchester United two years prior. Never has losing your job felt so good. Bayern paid Thomas Tuchel 11 million euros after his contract termination.
Just like players, coaches with agents benefit from refresher courses to stay updated on modern tactics and management skills.
This professional development is another reason every coach needs representation. Xavi Hernández, before taking over at Barcelona, spent time in Qatar not only coaching but also learning modern tactical approaches through continued education.
More importantly, an agent helps find the right fit for a coach’s personality and style. There’s a reason the Bundesliga, Eredivisie, Portuguese Liga, and even MLS have mostly homegrown coaches.
It’s because they understand how the system works and the coaches’ personalities suit perfectly.
For instance, if Diego Simeone were to leave Atlético Madrid, a move to Serie A would make sense given his pragmatic approach—joining a club like Arsenal, known for their fluid football, would be less of a match.
Jürgen Klopp has a high-intensity pressing style, an emotional connection with fans, and motivational leadership.
Klopp thrived in the Bundesliga with Mainz, Borussia Dortmund, and at Liverpool, where his charismatic personality and intense style perfectly matched the club’s historic identity and fanbase.
And here’s a bonus—ever noticed how some coaches consistently wear certain brands or appear in commercials? Think of the face that comes to mind when you hear “Football.com”—it’s Mourinho. Some other brands he’s worked with include Adidas, Heineken, and Top Eleven.
Antonio Conte’s stylish personality landed him deals with Jaguar and Hugo Boss. All these are no coincidence. A super agent is working behind the scenes, securing endorsement deals and ensuring their client’s image aligns with profitable partnerships.
