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“I send a message to all Territorial Federations: If you are looking for a consensus candidacy, look no further.” Loud and clear. Juanma Morales (Madrid, 1967) was concrete and direct during the presentation of his candidacy, his team and his ambitious program to be president of the Spanish Football Federation. A presentation with rigor and enthusiasm in which he promised management and passion, the motto of the candidacy of this manager, currently CEO of the IFA Group, a leading company in the food distribution sector in southern Europe. At his side were David Silva, Virginia Torrecilla, Luis Milla and Amanda Sampedro. And in the front line, other lesser-known but equally solvent faces in the world of management and the sports industry: Javier Sobrino (former Barcelona), Lorena Torres, Julio García Mera, Raquel Ros or the former referee Chema García Aranda.
Crazy no, convinced yes
“We are not crazy, we are convinced. This is the candidacy that champions that change in the Spanish Federation that so many people request. It is one of the most difficult decisions I have made in my life, but I am absolutely convinced. And after my presidency in the European association Euro Commerce, I think I owe my country one last service,” said Juanma Morales, aware of the difficulty of the undertaking he has embarked on, focused on those elections that will be held on December 16 and whom they presented as a manager (“not a businessman”) accustomed to managing change.
We are not crazy, we are convinced. This is the candidacy that champions that change in the Federation that so many people request
During the massive event in a modern building in Madrid, attended by many media, he presented the five basic points of his program: placing the RFEF at the level of its athletes, dignifying the highest institution of Spanish football, relaunching grassroots football, women’s football and futsal, ensure the success of the 2030 World Cup and, finally, boost Spain’s image worldwide. A program based on good governance, social impact and economic development, with the 2030 World Cup as a transversal project of all three. A plan that “is concrete and is possible. This is the new management model that we promote,” he announced, while insisting on recovering the image and reputation of the Spanish Federation.
200 measures for change
“We are the only candidacy that is presented with a specific model, team and program. A pioneering candidacy in bringing a program with more than 200 initiatives. We bring a change to football to change the Federation and put it at the level of its athletes. Our football deserves better,” he commented after showing a video with the motif ‘I am proud of the Federation and its teams’, along with a detailed 40-page program with 200 specific measures.
I send a message to all Territorial Federations: If you are looking for a consensus candidacy, look no further
In the question and answer session with the media, Morales showed several of his ideas about the situation in Las Rozas. “Not everything is done wrong in the current Federation. It is in management where things have not been done well.” He conveyed “full confidence in obtaining the 21 essential endorsements” after “listening and speaking with all football groups, who tell us that they want a change,” and once again focused on concrete proposals. “I am convinced that we can generate 100 million euros more until 2028, with sustainable income. But always being clear that the priority is to promote football.”
Less shame and more transparency
There were also questions for three of the most visible faces of his candidacy. World champion David Silva told how he joined the project: “It didn’t take much convincing. The unfortunate image that we convey made me feel ashamed and when Juanma showed me his program and his ideas I did not hesitate.” For his part, Luis Milla, who for four years (2008/11) was national under-21 coach, highlighted that “at the football level things have been done very well in the Federation. During the four years that I was a coach I was able to work freely, but we have to change management. We have to be more honest, more transparent and more exemplary.” Finally, Amanda Sampedro was convinced of achieving the goal of “doubling the number of women’s soccer licenses in Spain. Of course it is a challenge, but it can be done by reinvesting the money that comes in and investing in fields, like England does.”
It didn’t take much convincing. The unfortunate image that we convey made me feel ashamed and that is why I did not hesitate to join this candidacy.
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