With the ongoing struggles in Scottish football, now appears to be the appropriate time to transform the Scottish Football Association.
Roger Mitchell, who was the founding CEO of the SPL, has outlined just what's required to move the SFA forward...
It's rent a quote time in Scottish media. The tired old newsdesks even contacted me for a view. So, rather than stumble into the same old knee jerk group think, here is a reply from the mentality of my day job as "consigliere".
If a serious change agent, let's call him Mr. Wolf, were to approach the SFA as a crisis management assignment, the proposal may look something like this:
- Despite the romantic ideas of a totally independent SFA run by outsiders, that isn't going to happen. Ever. So, Mr. Wolf would need to build a consensus of the real power brokers:
- Peter Lawwell
- Rod Petrie
- Ralph Topping
- Obtain a clear mandate. Get protection from interference from blazers.
- Remove Stewart Regan...terminate, with extreme prejudice.
- Make a clear public statement of the mission statement of the SFA, involving almost exclusively deliverables around elite performance. There is little time or money for romantic ideas about inclusion and participation. If Scotland starts winning again the rest follows by default. Darryl Broadfoot needs to get on the front foot.
- Remove Jim Fleeting. Then find a proper elite coach education star. Gather the best modern brains in Scottish coaching. There are a good few young thinkers around. The idea that Largs is some kind of market beacon needs to be debunked. It is old and tired. There is nothing coming through. It needs to be gutted.
- The performance dept. cannot work in tension with the senior clubs. It must instead be a source of added value, not competition. In the areas of best practice for data/research and modern analysis based coaching. Education. Education. Education.
- Embrace the fan. It's Scotland's best asset. Modern technology allows the fan to "live" the association. Trust the punter and let him take ownership of the Association. So a serious strategy of data and CRM led engagement with the supporters. Direct to them. No gatekeeper role for the media. Be the first rights owner to embrace and build its own content hub, with user generated content and distribution strategy over social media platforms. Investigate OTT models as an alternative to current pay-TV models which are too old firm focussed. Back to the SPL TV future.
- Merge SPFL and SFA. Two year fixed term contract - £400k.
Roger Mitchell was the founding CEO of the SPL and was also an elected member of UEFA's Professional Football Committee in 2002.
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