Long-Term-Identity-and-Success

Identity is underrated in football, but style is revered. However, style comes directly from the identity of a team, which can come in two forms – formation and player type. Over the years so many successful teams have had a strong identity coupled with a unique style of play, stemming from a good relationship between the formation and players used within it. In short, think of Barcelona from 2009-2011.

Identity is the nitty-gritty aspects of the game. Drills, formation training, the thinking behind how quickly opponents should be shut down, who to mark at set pieces – zonal or man mark? The basics that come with identity allow for style – the tricks and flicks.

That Barcelona team had a formation that was implemented and perfected over a number of years under Rijkaard and to a more prominent extent, Guardiola. Guardiola in particular was especially good at identifying the correct style of player to use in his formation. A simple square peg, square hole philosophy. Over time, Barcelona grew an identity that was desired by clubs worldwide; their high pressing, quick passing, through the lines football was quite simply breathtaking. No club side has come close to emulating the Catalans so far.

In South America, we’ll include Mexico for now, international teams are steeped in tradition. Managers will come and go on a regular basis, but formation and player type will almost always remain. Chile and Mexico are prime examples of sides who have used the same formations for a number of years and as such have claimed success in recent times. Using the 3-5-2 or 5-3-2 systems, each team built on their impressive World Cup appearances with silverware over the summer.

Chile have been particularly impressive and under Marcelo Bielsa disciple Jorge Sampaoli have really pushed on in the last two years, culminating in Copa America success this summer. Their style is derived from a formation that concentrates on utilising the players to the best of their ability. Although they rely heavily on Sanchez, Vidal and Vargas as a collective they are a force to be reckoned with and their defeat of Australia in the World Cup demonstrated how Chile can turn on the style at the drop of a hat. Their high pressure game draws similarities with Barcelona, but the style is wholly different as their ball retention is a slower and a lot less methodical. It can be argued that with their 2-0 victory over Brazil in the opening stages of CONMEBOL qualifying that Chile are now the strongest force in South America, in a formation and philosophy they have implemented over a number of years.

Mexico have also been under long-term guidance but this has changed in very recent times, since Miguel Herrera was removed from the hot seat after punching a reporter post their Gold Cup win. El Tri were desperately unlucky to lose to a resurgent Netherlands in the last 16 of the World Cup, but their electric style won them many fans. However, after Herrera’s dismissal Mexico have struggled for form, mainly due to a change in formation. Ricardo Ferretti is current caretaker boss and his orthodox 4-4-2 style is not suited to his squad, as a result Mexico suffered a humiliating draw with Trinidad and Tobago. With a crucial play off against the USA for the final Conferations Cup spot just around the corner it is almost certain that they will revert back to their traditional 5-3-2.

In Europe, things are starting to change. Long term philosophy was not necessarily the key for a number of sides, rather trying to fit players into formations that they were not suited to. However, Wales have taken the first steps to implementing a long-term identity by changing their formation to suit a squad, that outside of Bale and Ramsey, is really quite limited. Their adaptation of the 3-5-2 has come with a ‘hint of World Cup 2014′, as their use of wing-backs echoes the playing styles of Mexico, Chile and the Netherlands in the tournament. As such, their defensive record has improved massively, as two goals conceded in seven goals certainly suggests. Players such as Jazz Richard (full-back), Joe Ledley and of course Gareth Bale have particularly impressed over Wales’ outstanding qualifying campaign.

The Netherlands, have gone in a completely opposite direction. The team that impressed so greatly in the World Cup has been dismantled and reverted back to a 4-3-3 that simply no longer suits them or the player pool available to Danny Blind. It is noticeable that Blind is well out of his depth at this level.

Success almost always comes from long-term processes that are put in place, continuity between formations and playing style is wholly undervalued. Smaller teams are starting to adapt to long-term strategies and are achieving success, thus closing the gap in world football. Until big teams adapt this strategy, there will continue to be upsets.

About the Author – Ben Jarman

Freelance football writer with a penchant for Spanish and European football. Work published by Fulham FC, Italian FA and the Evening Standard.

Twitter: @sonikkicks

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Nike-v-Adidas

The dust has settled and FC Bayern Munich are the clear and deserved winner of the German Klassiker. While Bayern fans and players are ecstatic about Sunday’s 5-1 win over their closest rival, the large majority of German football fans lament the possibility of another boring title race in Germany’s Bundesliga.

Of course Bayern players have little worry about the feelings of the fans of the other 17 clubs in the Bundesliga, and as it is often the case in this day and age many Bayern players tweeted and facebooked pictures from their dressing room celebrations.

One such tweet, however, could now have a major consequence for Jerome Boateng, Joshua Kimmich, Thiago, and Douglas Costa. The tweet was posted by Jerome Boateng (@JB17Official), and Arturo Vidal (@kingarturo23) to 3.5 million followers and shows the above mentioned players holding towards the camera the very boots that they used to dismantle Borussia Dortmund just moments ago.

The first impression is that this is a spontaneous moment of joy over having beaten their once closest rival in the title race. On second glance it becomes apparent that this picture is part of a guerrilla advertisement campaign by Nike—Vidal’s tweet simply read Nike!!! (see here).

The problem with both Boateng’s and Vidal’s tweet, however, is the fact that Bayern is not only sponsored by Adidas, but that Adidas is also a share holder at FC Bayern Munich—the company holds 10% of Bayern’s shares.

Even though Nike is the largest sporting goods company in the world, Adidas has been dominant in football, where the German company holds the exclusive sponsorship rights to the FIFA World Cup, the UEFA European Championships, and Champions League. Furthermore, by signing deals with Manchester United and Juventus Turin, Adidas has recently managed to snap up two major equipment deals from Nike. In Germany—other than Bayern—Adidas also sponsors the Bundesliga and the German national team, meaning that Adidas is firmly rooted in Europe’s biggest economy. Hence, Nike has resorted to so-called guerrilla marketing when it comes to placing their brand at Bayern.

When Bayern signed Mario Götze, who is also sponsored by Nike, from Borussia Dortmund for £31.5 million in 2013 the player showed up to his official presentation at his new club wearing a white shirt with a big Nike slogan on it. Adidas protested, and both the club and Mario Götze had to officially apologize, and pay a fine—for which Nike probably handsomely compensated him. As for Nike, the whole affair became an even bigger marketing gag as the news of Götze sporting the Nike swoosh at the Adidas clubs travelled around the world, and made notable headlines in all major newspapers in Europe.

Now it appears that Nike has once again managed to usurp Adidas’ sponsoring supremacy at Bayern. Despite the fact that the five players wore their Adidas clothing while showing their shoes to the camera—although in Vidal’s case it was nothing more than a towel—the guerrilla marketing will have some consequences as the five players will most likely get a costly reminder after the national team break on how to celebrate without plugging Nike in the dressing room after a match. Especially given the fact that the five accidentally also managed to include Bayern’s CEO Karl-Heinz Rummenigge in the photo as he entered the dressing room just as the photo was taken. He will likely not be amused to explain his shareholders once again how Nike is able to continue its guerrilla war at Germany’s largest club.

About the author – Manuel Veth

Manuel Veth is a freelance journalist and Editor in Chief @FutbolgradLive and writes about the economics and politics of Soviet and post-Soviet football. You can find his work at Futbolgrad.com.

twitter: @homosovieticus

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