What is a Sporting Director?

The 2025 summer transfer window saw Premier League clubs spend a record-breaking £3.19 billion.

For those who keep a close eye on transfer negotiations, the role of a sporting director is is often mentioned, having come under increased media scrutiny in recent years.

With many of our students, including Wes Morgan and Joleon Lescott, studying to be sporting directors, it is an increasingly popular choice of study, but many may still wonder what the role actually involves.

Speaking to GIS, Crawford Chalmers, a former Head of Football Operations at Oxford United, first outlined some of the main responsibilities of the job.

“My remit at Oxford United,” he explained, “was to provide strategic direction and planning for all first team football operations in order to both improve performances on the field and facilitate increased long-term sustainability.”

In practice, Crawford was responsible for allocating the first team budget, with spending ranging from player transfers and salaries to staff development and improving facilities.

Joining the club in 2016, Crawford’s role as Head of Football Operations saw him act as the link between the board and the first team. 

During his time at the club, Oxford United finished 8th in League One, reached the fifth round of the FA Cup, and played in the EFL Trophy final.

Having graduated from university with a degree in Sports Leadership before working at various EFL clubs including Crystal Palace, QPR and Reading, Crawford later studied a master’s degree in Sports Directorship.

Reflecting on the course, he said: “My postgraduate studies were invaluable when it came to providing me with the platform needed to succeed at Oxford United. 

“From the contacts gained and the communication skills I honed to improving my awareness of the need for empathy in a leadership role, the course really did prepare me well.”

In sports media, a term that has become frequently used is ‘philosophy’, which refers to the ideology a coach or club may have regarding their style of play.

More than just a buzzword, Crawford explained the significance that implementing a clear philosophy can have.

“It’s very important,” he began. “This is what so many supporters can relate to. Even when results are not ideal, if supporters can see what the club is trying to achieve it can provide more time and breathing space to allow things to improve. 

“This philosophy should be applied by the sporting director, who will ensure players are recruited to suit the long-term strategy and ensure that even when a manager moves on, it doesn’t derail the plan.”

While working in roles similar to that of a sporting director, the results-oriented nature of football means there will inevitably be difficulties, with finances often being one of them.

“The biggest challenge I faced in my role at Oxford United was improving performance with a decreasing budget. I was instructed by the board to make certain cuts to spending, but I still managed to improve performance through strategic – and sometimes difficult -decisions.”

Working as first team coach and scout before his eventual transition to Head of Football Operations, Crawford has spent his career working in football— a dynamic and extremely fast-paced industry.

A highly-skilled post that both ex-players and sports administrators aim to work in, the position of sporting director could be of interest to aspiring students. 

By focusing on developing network and communication skills, GIS aims to provide students with the key attributes that helped Crawford progress to his role as Head of Football Operations at Oxford United.

Offering postgraduate courses such as the MSc International Sports Management and the MS Sports Administration, our courses are expertly designed to be your first step towards a career in the sports industry.

To discover more, explore our course offerings.

Article by Zakaria Anani