Shanghai SIPG lay the foundations for decades of Chinese domination Permalink
Article from goal.com about the long-term planning and building of a sustainable club from scratch.
Media & Press
In this section you’ll find links to selected articles and news about Optima Football.
Reached the top in China Permalink
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.
Playing today, looking at the future Permalink
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 Permalink
Article from bloomberg.com about the development of Chinese football and building a league that can compete with the best in Europe.
Football clubs give too much power to managers Permalink
Article from goal.com about the lack of a clear strategy, philosophy, and long-term planning in football clubs - including the big ones.
Chinese Super League developing as Shanghai SIPG grow Europe links Permalink
An article from ESPN about crafting a vision, THE SIPG WAY, to build a sustainable club with homegrown players.
‘How hard can it be?’ in The Athletic Permalink
A proud moment for Dan Hammer and myself as one of the best and most serious sports media The Athletic has done this in-depth article around our football str...
Free chapter from ‘How hard can it be?’ Permalink
In cooperation with media OffThePitch.com we are proud to offer a free chapter of our new football strategic book ‘How hard can it be? At OffThePitch it is n...
Forbes: Strategies from the Premier League - ‘How hard can it be?’ Permalink
In our football strategic book ‘How hard can it be?’ we use many examples from the world of football.In this article Forbes use our book to analyze two curre...
E-book coming up: ‘How hard can it be?’
We have now entered August 2021 and end of this month, we (Dan Hammer and me) will launch our football strategic book ‘How hard can it be?’ in English as an ...
The future looks bright Permalink
We had a good season with our new club strategy at Al Jazira Club and for us the future looks even better having a big potential in our club and 1.team squad...
Book review: ‘How hard can it be?’ Permalink
We are still in the process of translating our Danish book (‘Hvor svært kan det være’?) into English (‘How hard can it be?’). This week, we had a very nice b...
‘Sustainable Champions’ of the Arabian Gulf League
A very proud moment for us all at Al Jazira Club this week when we secured the league title of the Arabian Gulf League 2020/2021-season.
Align your club from the board room to the pitch
As my consultancy company Optima Football has researched and analysed in previous years; football club’s often lack a long term strategic plan and as well mi...
‘How hard can it be’? - case of Spurs
In our (w/Dan Hammer) football strategic book ‘How hard can it be’? (FYI: still only available in Danish - English version in the making) we use Tottenham as...
‘How hard can it be?’ - our book is coming in English Permalink
We have now started the process to get our Danish football strategic book ‘Hvor svært kan det være?’ (‘How hard can it be?’) translated to English. We announ...
Interview with Arab News Permalink
We are building and implementing a very interesting project in the Gulf at Al Jazira Club trying to use a sustainable model that will lift the club into the ...
Interview on how to build a sustainable club Permalink
An interview (in Italian & English) on how to build a sustainable club and our vision for the current project at Al Jazira Club in the UAE:
“We aim to be successful and sustainable at the same time” Permalink
An article about our new Al Jazira Club strategy:
New job: Director of Football at Al Jazira Club
I’m very pleased and excited to announce the next chapter of my career as I have signed with Al Jazira Club (UAE) becoming Director of Football.
How hard can it be? A podcast on strategies in football
In October 2020 our new book “Hvor svært kan det være?” (“How hard can it be”?) will be published - in the beginning only in Denmark as well in Danish.
Wu Lei - RCD Espanyol & the Chinese link
I contributed to this interesting article from The Athletic by Dermot Corrigan about RCD Espanyol, the Chinese link & Wu Lei as a brand of their organiza...
Interview with Forbes on sustainable models
I had a talk & interview recently with media Forbes on how football as an industry can create better & more sustainable club models.
Launch of new book
Today, we (ex FC Copenhagen-CEO, Dan Hammer and I) are excited and proud to announce the official launch of our new book “Hvor svært kan det være?” (“How har...
“Two club models are heavily challenged” Permalink
The COVID 19-situation has challenged football as well, and when analysing the industry there are especially two type of club models, who can face a serious ...
Football Strategy Webinar
This past week, I had the pleasure to join and speak at a webinar arranged by the Icelandic Coaching Association.
Danish talents are not being used - articles
In recent weeks Danish football magazine, Tipsbladet, made an interesting analysis on how many minutes home grown players are given in the Danish Super Leagu...
Podcast on talent: Born, made or developed? Permalink
In this podcast with Danish media, Playmaker, we examine the historic debate on the understanding of a talent. Are we born, made or developed into being a ta...
Podcast: How to build a football club in 2020? Permalink
I had the pleasure last week to share the vision of Optima Football in the strategic podcast by Mr. Richard Clarke, where we discussed our ‘sustainable model...
Interview & podcast with Playmaker
These recent weeks, I have done a column and lately a podcast with the media Playmaker. The column regarding the understanding of talent - born or developed?
Interview on Skysports
‘Gareth Bale to China’ has become one of the big summer transfer window 2019-stories, and I have been giving insights from my 7 years in Chinese football to ...
Interview on the development of football in China
As the Women’s World Cup 2019 has started, I did an interview with German media DW about the recent development of football in China.
Optima Football joins Brondby IF
Optima Football Consulting is proud to be joining Danish club, Brondby IF, as a technical consultant and advisor.
Skysports-interview on Wu Lei & Espanyol
The first Chinese player to score in a Top 5-league in the past 11 years, Wu Lei, is now a very popular figure - not only in Spain at his club RCD Espanyol -...
Optima Football speaks with OffThePitch.com
I’m very proud to be part of some of the first content at the new media site Off The Pitch. An international media site focusing on football business news.
Interview on the Chinese transfer market situation Permalink
New football business media, Off the pitch, did a talk with me last week on the current status on the transfers situation in Chinese football. The interview ...
A dangerous development for football
I did an interview this past week in relation to a report from Cies showing how the unpredictability in top football has decreased massively in the past 10 y...
“Football clubs are giving too much power to managers - Ex-Shanghai SIPG technical director”
This past week, I had an interesting talk and interview with the international football site goal.com about my new consultancy business in London and my idea...
“I want to create something bigger than myself”
Reflecting about the past thinking about the future has been my December. And I’m now more clear and ready to move into the next phase of my career.
Interviews on 7 years in China
I have been asked to do several interviews in the past weeks in Denmark as I’m home for my holiday.
Interview regarding my future
As I’m leaving Shanghai SIPG F.C. at the end of this year, I had a talk with Danish media BT (sporten.dk) regarding my future.
Iranian podcast interview Permalink
A while ago, I did an interview with the Iranian football podcast ‘Gol Bezan’ about my nearly 7 years in Asia & Asian football to discuss the development...
Interview: Use of data in football
I have in the last 10 years or so worked with data trying to study and explore how to implement data efficiently in the World of football.
Football expert during the World Cup 2018
The World Cup 2018 has begun and working inside the football industry; it’s an amazing period and possibility to study and analyse our beloved game. The best...
Interview with The Financial Times
The 2018-football season in China are ahead of us and this past week, I did an interview with The Financial Times to discuss the current status and future pr...
Interviews on club strategy & challenges in China
I did a couple of interviews this past weeks. One regarding our club strategy and focus on youth development and one with a Danish radio show called “Kina-sn...
Short video from Shanghai & SIPG F.C.
A few month ago, I had a visit from Rabona Magazine and the journalist Michael Da Silva, who was producing a short documentary on Chinese football ahead of o...
Joining the Advisory Board of Tonsser
After months with talks and planning; it’s now official; I’m joining the Advisory Board at the booming international football APP, Tonsser.
Foreign coaches, homegrown rules & China’s effort to develop own talent
I had a talk with Planetfootball on youth development and the future focus for Chinese football to reach an international competitive level.
Is there any substance to China’s football revolution?
The journalist Michael Da Silva visited me recently in Shanghai as part of his trip in China to explore the work and progression of Chinese football.
Daily Mail on Chinese football
I had a visit from the English newspaper, The Daily Mail, this past week in Shanghai for them to understand the project and phase of Chinese football.
Berlingske Business: Article on Chinese football
The Danish media Berlingske had in their Sunday-edition an article in the business section on the current status of Chinese football including my experiences...
Succession planning requires a strategy
After visiting more than 20 top clubs in the past four years and in general developing my own strategy, philosophy & methodology in the past 10 years; I’...
Article - Bloomberg Business
In the recent months during my traveling, I had some interesting meetings - among them in Beijing with the journalist Tariq Panja from Bloomberg Media (Ameri...
Newsweek-interview on the development of Chinese football
I had several talks with Newsweek these past weeks on a bigger story from their hands on the development of Chinese football. For me personally; I see the va...
Interview with The New York Times
The Chinese Super League 2017-season is starting this weekend and the entire World of football is now following the development in China.
Goal.com-article: The future for SIPG
Working abroad in a fast moving country like China has been and still is a fantastic experience. A few weeks back goal.com visited me for an interview also a...
Cultural intelligence strategy
In general, I believe you need a strategy for most things in life to control, evaluate, and succeed whatever you are doing or handling.
Modern football tendencies
This past week, I was invited to the Danish media, Mediano, to discuss modern football tendencies along side the Technical Director of FCN, Flemming Pedersen...
Joining BBC World of Football
Yesterday, I was interviewed for the ‘BBC World of Football’ podcast regarding the development of the Chinese national team, their current bad run of results...
Cultural intelligence-interview with LEADERS
I recently had a very interesting talk & discussion with some good people from LEADERS Institute about how to manage abroad and in a different culture.
Podcast with Danish media - Mediano
I was in Denmark last week due to the FIFA-dates & our short game-break to catch some Danish Super League games and also found time to join the Danish me...
Article with ESPN about ‘The SIPG Way’
In the beginning of 2016, I helped our club create ‘THE SIPG WAY’ - a talent development strategy, so we all work in the same direction and focus on the play...
Insights on Chinese football
I had a chat with the journalist James Montague, who was doing a longer piece on the development and current status in Chinese football. The article is very ...
Interview with Manchester United-TV
Several European top teams are in China these weeks on Pre-Season Tour, & I did an interview with Manchester United-TV as they play in Shanghai tomorrow ...
Official: Hulk signs for our club
It’s a big step and a massive day for our young club, Shanghai SIPG F.C. when our General Manager, Mr. Sui, today announced the signing of the Brazilian top ...
BBC-story on Chinese football
A few weeks back, I had a visit from the English BBC World News making a story about the development in Chinese football. They visited me and my Shanghai SIP...
Joining BBC, ESPN & Goal.com
The January 2016 transfer window in China has reached the headlines all over the World of football and the international media have started to make an intere...
Chinese dominance on transfers: The New Reality
The first month of the new year is always related to transfer news from all over the World as the regulated transfer window officially opens. But this Januar...
Very interesting 2016-season at Shanghai SIPG F.C.
We are already far into our pre-season with both the 1. team and the Development Squad and in general the 2016 season will be very interesting for us in Shan...
Interview with 4-4-2
The past week, I did an interview with the football magazine & online site, “4-4-2” about our season in China and an insight on how we work in terms of r...
Interview on the future of Chinese football
I was interviewed this week as the FC Bayern Munich is here in China with Real Madrid, AC Milan and Inter, so the attention is on China and in the article we...
Interview about my year in China
I’m interviewed this week in the Danish football magazine Tipsbladet for a chat about my (football season) year in China:
Radio interview - the football boom in China
The Danish radio station P1 had a story about the new focus on football in China, and I was interviewed to give my view on the growing sport out here & t...
Joined Danish radio football podcast
During my very short trip to Denmark last week to follow my UEFA Pro license coaching course, I had to wait half a day for the next flight to Shanghai, so I ...
Interview about the development of Chinese football
A very detailed and interesting story about the development of Chinese football was recently made by “These Football Times”, and I was lucky to be a part of ...
Interview regarding foreign players in China
A lot of players from Scandinavia are coming to China in these years and lately a Danish international was rumored to the Chinese Super League, so Danish nat...
Interview with Danish newspaper Politiken
China is number two in the World in this recent transfer window when it comes to spending, so the football is really moving forward out here. I was interview...
Interview with GOAL about Chinese football
During the Asian Cup 2015, I was working for a Chinese media and the English website GOAL did an article with me regarding my view on Chinese football during...
Follow these players in 2015
The Danish newspaper BT asked me to point out a Top 10 of interesting players to follow in 2015.
In Danish Radio Show - Fodbold FM
This past week in Copenhagen, I attended the Danish Football Radio Show - “Fodbold FM”.
2-year contract signed with Shanghai SIPG
I’m very proud and happy to annouce that my future now is in place. I have signed a 2-year deal with the upcoming club in China, Shanghai SIPG. I will contin...
Column about the future of the striker
In Danish football magazine, Tipsbladet, I recently did a column showing my analysis and view on the future of the striker and this crucial position. What ar...
Interview in Guangzhou - in Danish week magazine
Some weeks ago the Danish weekly magazine ‘Weekendavisen’ came to Guangzhou to visit me and have a talk about my time in China and more specific regarding Ch...
Radio show: Football FM
This past week, I got an invitation to join the Danish football radio show, “Fodbold FM”, where we discuss football for 2 hours live in the radio at channel ...
Interview in Danish radio show
Last week, the Danish fotball radio show, ‘Fodbold FM’, did an interview with me regarding the matchfixing-case in Denmark.
Interview with Danish football magazine
Last week an interview with me and the Danish football magazine Tipsbladet was published and now ready online.
Interview: The tactics of Van Gaal
In this interview, Danish newspaper BT asked me about my view on why Holland did well in the group stage of the World Cup 2014.
Radio interview: My challenge in China
For two years, I have been living in Mainland China, and it has been and still is a fantastic journey. I’ve learned so much about culture, people, myself and...
Interview about World Cup player - Park Jong-Woo
In this article from Danish website bold.dk, I talk about our World Cup player Park Jong-Woo, who is in the South Korean national team squad. A great player ...
Interview - regarding Laudrup and Ilso
This past week our club released the Danish player Ken Ilso. Therefore the Danish media wanted my comment on why we had to let Ken go. You can read the artic...
Radio interview with Danish P1
Today, I had the pleasure to do an interview with the Danish radio station P1. We talked about the development of football in Asia and China. I’m very please...
Signing Danish player Ken Ilsø
Just before the transfer window closed, my Chinese club Guangzhou R&F signed the Danish player Ken Ilsø. This was of an interesting media story in Denmar...
Interview with Danish FA (DBU)
In January, I started attending the UEFA PRO-license coaching course in Copenhagen, Denmark at the Danish FA (DBU). This is the last step in the internationa...
Interview in Danish magazine Euroman
The Danish magazine Euroman did a short interview with me this week regarding me position and job in Guangzhou, China working with famous head coach Sven Gör...
Radio show: Beyond The Pitch
I was very lucky in late December to be invited to the great and famous American radio show - ‘Beyond The Pitch’ to discuss football and the development of f...
Radio show: Football FM
Just before my departure to China in January 2014, I was invited to the Danish radio show “Football FM” on the Danish broadcast Radio 24/7, where we discuss ...
Radio show: Football FM
This past week, I was invited to join the football radio program on Danish radio station 24-7, “Fodbold FM”. It was a very interesting debate regarding inter...
Video Analysis: CSL-Season Round Up
In this video analysis, I look back at the 2013 Chinese Super League season and make a few judgements and analysis on team and players.
Video analysis - The coaching style of Lippi
Italian coach Marcello Lippi has been the big hero this season in China winning the Championship for the second time in a row and winning the first ever Asia...
Interviews: In Danish media about Wu Lei
This week star Chinese player Wu Lei from Shanghai East Asia is linked with a potential move to Danish side FC Copenhagen, so in relation to this move, I’ve ...
Video analysis: Wu Lei - The most interesting Chinese player
In our serie the “CSL-Round Up”, I have analyzed Wu Lei and showed how a scouting model can be builded as well. This is something new in China, so hopefully ...
Video analysis: Asian Champions League Final
In these analysis, I firstly preview the two teams in the Asian Champions League Final 2013 and analyze the first leg of the game between the teams - FC Seou...
Chinese TV-program - Match of the week
I’m now working as a football expert analyst at the most popular online-TV program HUPU in China. We make the program “Match of the week”, where I analyze a ...
New column and Danish magazine interview
This week my columns are now online at the biggest English site regarding Chinese football - Wildeastfootball.net.
Video: Interview in China
In this video interview, I tell about the promising Chinese player, Tycho Collins. A young player, I brought to Denmark for a trial in January and have train...
Interview: Davidsen close to new job
In these three interviews, I tell famous Danish football magazine, Tipsbladet, website onside.dk, and a local Danish paper about my current job situation.
Interviews: Davidsen considers offers
In these two interviews with the Danish media, I tell the press that I’m considering two new offers from China and the Middle East.
Interview: My analysis on Chinese football
I was interviewed by Kenneth Cortsen - Ph.D-Researcher & Business Development Strategist, Master of Science in Business Economics & MBA with focus on...
Interview regarding the Bayern Munich talent Hojbjerg
Today I was interviewed by the Danish football news website, tipsbladet.dk regarding one of my former players at Danish side Brondby IF - Pierre Emile Hojbje...
Chinese players can benefit Danish football
A story in Danish football magazine Tipsbladet, where I say that Danish clubs should consider signing a Chinese player and then I give feed back on our Chine...
Danish TV: Chinese player in Denmark
Our Chinese players trial in Denmark has been a success. The player Tycho has performed very well and showed that he has a great potential if he keeps on dev...
Chinese player on trial in Denmark
In January 2013 I will bring one of my most talented players for trial in Denmark. This is a big step and a part of the academy philosphy to higher the stand...
Danish media regarding our Chinese Academy
The Danish media has really been very interested in our Chinese player, who is training with famous side Brondby IF in Denmark right now. We have given a lot...
Mads Davidsen: I have high ambitions
A story from the Danish website 90.min.dk where I talk about my dreams and goals for the future.
WEF: Danes open football academy in Shanghai
The famous website writting about Chinese football, wildeastfootball.net has done an interview with me, where I tell about our academy, aims and philosophy.
Two articles about my Chinese job
In these two articles myself and Ebbe Sand talks about our Academy and why we are trying to build up the football in China.
Article from onside.dk
Danish website onside.dk brings the story about our good and solid start in Shanghai working with talent development in China Mainland.
Article regarding the talents in Brondby IF
In this article I am asked regarding some of the U19 talents, I train every day at Danish side Brondby IF.
Media: Dane new boss in Shanghai
A collection of stories regarding my goodbye to Danish football and hello to China and Ebbe Sand Soccer Academy.
Danish coach with ambitions
I am interviewed about my job in Brondby IF and talks about the future as well.
Article about a Danish talent
In this article I am asked about one of my talented U19 players - Frederik Holst (Brondby IF). And I can only say a fantastis play, human being and big pleas...
Brøndby related articles
I have collected some articles regarding the U19 season in Denmark.
Different media stories
Here are some different stories from the Danish media, where I talk about different football subjects.
Mads Davidsen new Match Analyzer at Brondby IF
I am very proud to announce that I now am U19 Head Coach and Superliga (Premier League) Match Analyzer at famous Danish side Brondby IF. It is a great day in...
Local kid win Danish Championship
An article in a local newspaper from the area where I am born telling about me winning the Danish U19 Championship with Brondby IF.
News about Qatar move, talent development, and Swedish discussion
These three articles is about: My football contract in Qatar, a link to an interview about talent development, and a story, where I am quoted in a discussion...