Webinars

The football industry is not just about the players on the pitch; it’s a vast ecosystem of professionals working behind the scenes to ensure the game runs smoothly, engages fans, and continues to grow. In a recent webinar hosted by Avomind, we had the privilege of hearing from three distinguished professionals who have successfully transitioned from their early career aspirations to thriving roles in the football industry. Claudia Hartung, Project Manager Marketing at SV Werder Bremen; Gianmarco Pintaloro, Match Manager at FIGC (Italian Football Federation); and Jan-Luca Lossau, Marketing Coordinator for the Women’s Football Team at SV Werder Bremen, shared their career journeys, challenges, and advice for aspiring professionals.

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The Journey to the Football Industry

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Claudia Hartung: From Passion to Marketing Excellence

Claudia’s journey into the football industry began with a passion for sports and a desire to connect with people through the emotional power of football. After studying International Management, Claudia’s first internship at Bayer Leverkusen gave her a glimpse into the Bundesliga and the football industry. She later transitioned to the textile industry, where she gained valuable experience in production and merchandise. However, the pull of football’s emotional connection brought her back to the sport, where she now leads marketing campaigns and collaborates with brands to create innovative projects for SV Werder Bremen.

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Claudia emphasized the importance of passion and adaptability in her role. She highlighted how her diverse experiences in different industries helped her bring a unique perspective to her current position. For Claudia, the key to success is staying close to the fans and understanding their needs, which drives her creative campaigns and marketing strategies.

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Gianmarco Pintaloro: From Player to Match Manager

Gianmarco Pintaloro’s journey into football began as a player, but he soon realized that his future lay off the pitch. After studying management and business communication, he explored various industries, including banking and sales, before finding his true calling in sports management. He pursued a master’s degree in sports organization management, which opened the door to his current role as a Match Manager at FIGC.

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Gianmarco’s role involves ensuring the smooth operation of match days, from coordinating logistics to managing sponsorships and commercial activities. He stressed the importance of problem-solving and adaptability in his role, as every match day presents new challenges. For Gianmarco, the key to success is staying passionate about the sport and being open to learning from every experience.

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Jan-Luca Lossau: From Music to Women’s Football Marketing

Jan-Luca’s journey into football was less direct. Initially, he pursued a career in music and cultural studies, working as an editor and in communications before transitioning to the football industry. His role as Marketing Coordinator for the Women’s Football Team at SV Werder Bremen allows him to combine his passion for football with his expertise in marketing and communications.

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Jan-Luca highlighted the importance of teamwork and communication in his role, especially when promoting women’s football. He emphasized the need for creativity and resilience, as the women’s game continues to grow and face unique challenges. For Jan-Luca, the key to success is being authentic and staying true to oneself, even in a competitive industry.

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Key Skills for Success in the Football Industry

All three panelists agreed that certain skills are essential for anyone looking to work in the football industry:

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• Problem-Solving: The ability to think on your feet and find creative solutions to unexpected challenges is crucial, whether you’re managing a match day or launching a marketing campaign.

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• Adaptability: The football industry is dynamic, and professionals need to be flexible and open to change. This includes being able to work with diverse teams and adapt to new trends and technologies.

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• Passion for the Sport: A genuine love for football is a common thread among all three professionals. This passion drives their work and helps them connect with fans, players, and colleagues.

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• Communication and Teamwork: Whether it’s coordinating with different departments or engaging with fans, effective communication and teamwork are essential for success in the football industry.

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Networking and Relationships in Football

Networking plays a significant role in the football industry. Claudia, Gianmarco, and Jan-Luca all emphasized the importance of building strong relationships, both within and outside their organizations.

For Claudia, networking is crucial for collaborating with creatives and producers on marketing campaigns. Gianmarco highlighted the importance of maintaining good relationships with sponsors and partners, while Jan-Luca stressed the value of having a strong support network within the organization to overcome challenges.

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However, all three panelists agreed that networking should be authentic. Building genuine connections with people who share your passion for the sport is more valuable than simply attending networking events for the sake of it.

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Challenges in the Football Industry

Working in football is not without its challenges. Claudia highlighted the difficulty of managing multiple projects and staying focused on the club’s goals, especially as the organization grows. Gianmarco discussed the challenge of aligning different teams and departments to work towards a common goal, while Jan-Luca emphasized the unique challenges of promoting women’s football, which is still growing and faces barriers in terms of visibility and resources.

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Despite these challenges, all three professionals agreed that teamwork and communication are key to overcoming obstacles. By working together and staying focused on their goals, they have been able to thrive in their respective roles.

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Breaking Misconceptions About Careers in Football

One of the biggest myths about working in football is that it’s all about being on the field. In reality, a vast network of professionals ensures that clubs and federations operate seamlessly. Additionally, career paths in football are not always linear—many professionals come from different industries before finding their place in sports management.

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Another misconception is that working in football is all about glamour and free tickets. In reality, it’s a demanding industry that requires hard work, dedication, and a willingness to take on challenges.

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This webinar shed light on the multitude of career opportunities in the football industry. It reinforced that with the right skills, creativity, and persistence, professionals can carve out fulfilling careers in football without ever playing professionally.

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For those looking to break into the industry, staying informed about trends, networking, and gaining relevant experience—whether through internships, agency work, or direct industry roles—can open doors to exciting opportunities.
 

About the Speakers