Optima Football Consulting is a company helping professional football clubs develop in a sustainable way with strategic planning.


In latin, optima means the best obtainable result or in other words - fullfil a potential.

Successful companies like Apple or Carlsberg have long-term strategies to fulfill their succession planning. And they have core staff staying in their jobs for many years to maintain the strategy and continuity. This is one of the major keys to succeed in the long run.


A professional football club needs to implement sustainable strategies if it wants to be a serious competitor again - and again - and again.


Not only to keep winning matches and maintaining the ideal position (achieve the potential) for the club, but also to stop wasting money by sacking coaches and staff - and changing numerous players in the squad every season.

Our concept & model build club strategies and makes the road to long-lasting success transparent and obtainable for the entire club.

"We are finishing our club playbook and have implemented a lot of the ideas, Optima Football suggested us. Even critical people in our club starts to think different now. Thank you for your big inspiration and ideas". /Central European-based club

"Mads was one of the key factors to our club's growth and success from 2014-2018 from being a small local club to an internationally known club able to win titles - and competing in the Asian Champions League while playing with a majority of

home grown players. Mads worked intensively every day on improving our club from the first team to the academy and developed our club strategy 'The SIPG Way' which still is the foundation for our club".

/Sui Guiyang, General Manager at Shanghai SIPG F.C. 2014-2018



The founder and owner of Optima Football Consulting is Mads Davidsen - a Danish UEFA PRO-Licensed Football Coach with vast experience in developing clubs, strategies, and talent. He holds a Master in Journalism and History and a mini MBA in Management and Leadership.


During his time as a youth coach in Denmark, he helped develop players like Riza Durmisi (S.S. Lazio), Pierre Emile Højbjerg (Southampton F.C.), and Andreas Christensen (Chelsea F.C.).


In the 2013-2014 season Mads played a central role in the historical Guangzhou R&F season where the Chinese club qualified for the AFC Champions League for the first time.


From 2016 to 2019 Mads acted as Technical Director at Shanghai SIPG F.C. in China developing the successful club strategy, THE SIPG WAY. Before moving on, Mads helped the club win its first championship ever.


Mads currently acts as an advisor in football clubs and projects across three continents.



In this section you'll find links to selected articles and news about Optima Football.

75 % of all clubs are strategically unhealthy

Professional football clubs are in general unhealthy. At a strategic level. Over time. This is the conclusion after a minor empirical field study, interviewing relevant network and a subjective analysis made by Optima Football.

Football clubs give too much power to managers

Article from goal.com about the lack of a clear strategy, philosophy, and long-term planning in football clubs - including the big ones.

Reached the top in China

A story in a large Danish newspaper about winning the championship with Shanghai SIPG and now aiming to help other clubs develop the same way.



Shanghai SIPG lay the foundations for decades of Chinese domination

Article from goal.com about the long-term planning and building of a sustainable club from scratch.




Succession planning requires a strategy

A blog about the importance of having and implmenting a clear strategy if a club or a coach wishes to succeed not once - but every season.


Chinese Super League developing as Shanghai SIPG grow Europe links

An article from ESPN about crafting a vision, THE SIPG WAY, to build a sustainable club with homegrown players.


Playing today, looking at the future

An article about the development of a football strategy, a style of play and a talent development blueprint. Available in English and Portuguese.

How China is spending billions to conquer world soccer

Article from bloomberg.com about the development of Chinese football and building a league that can compete with the best in Europe.


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