Andrés Iniesta has stayed close to the grass since hanging up his cleats six months ago.
The World Cup winner has already taken his brains in the Spain and Barcelona midfield to the board level of a club in Denmark. And after forging links to the wine trade and industry outside, he’s championing small to medium-sized enterprises, or SMEs, in the soccer sphere.
On transferring from the field to functions and events, Iniesta told me in a written interview, “They’re two different worlds, but of course, they have lots in common—being balanced, analyzing every scenario, and acting with judgment and common sense. That’s what it was like on the pitch, and it’s also now the case when it comes to management away from football.
“You need to have passion for everything you do. Without that passion, nothing works. It’s the engine that drives everything.”
Regarding the mentioned SMEs, the Spaniard is the face of a newly launched Champions of Business list—created by U.S. multinational conglomerate FedEx—that celebrates enterprises, perhaps lesser-known, impacting the sport. These include a Czech venture linking scouts with easy-to-miss talents and a Dutch service converting food waste at stadiums into clean energy and natural fertilizer.
Of course, plenty of brands vie to be the next hit in the sports arena, either helping the elite teams and players make marginal gains or tackling issues. For Iniesta, wanting to maximize artificial intelligence and connect with fans in his work, backing these projects is meaningful. 71% of soccer clubs believe SMEs provide significant value, according to research assisted by the Financial Times, hinting the way forward.
“Without them, the sports industry can’t thrive, and each process slows down,” Iniesta says, expanding, “It’s essential they receive the necessary support to make progress because these small and medium-sized enterprises have the talent right at their fingertips.”
Leading From The Front
Above all, Iniesta—earlier this month reminiscing about his heroics against Chelsea before battling through an injury scare during Barça’s Champions League final win over Manchester United in 2009—was a pure player. Yet all the commercials and campaigns have long seemed worthwhile rather than just an obligation.
Naturally, the most marketable stars are well-poised to make a difference. More than selling goods, that involves spotlighting controversies and causes, which could prove pivotal before and during mega events like the next FIFA World Cup tournaments. The relationship between the game and life close by is tight.
“In the sports industry, it’s fundamental to connect with brands. Practically, that way of thinking has been clear to me since I started my playing career,” the 40-year-old says. “It goes beyond the economic impact because it also has a social force—you reach many areas through these collaborations.”
Although the La Roja hero spent the lion’s share of his competitive years in Catalunya, he’s also sampled the sport in Asia and the Middle East with Vissel Kobe (Japan) and Emirates Club (United Arab Emirates). He suggests having the inside track gives him, plus fellow pros, an advantage heading into soccer-related roles.
“Our grounding as players is fundamental to understanding what goes on in the sports business. We’ve experienced it from within, and that’s something that not everyone can feel, which means that we have a different view that can help us to be innovative. You learn from the past to build something new in the future.”
For Iniesta, having starred in over a thousand recognized matches, that’s very much his bearing on soccer these days—whether at the forefront or helping fresh concepts break into the game.
