Dear Cove Members,
I am writing to you to provide a response to the questions posed to myself and the Sydney FC Board. These questions were also addressed during a meeting with the Board and The Cove on Wednesday, February 12 2014 at 7.30pm.
Sydney FC has in place and follows a well defined football philosophy that has been developed by the coaching department and endorsed by senior management. In essence, the philosophy is to deliver a dominating pro-active style of football, based on possession of the ball in the attack, aggressive pressing in defence and speed in transition moments.
Being pro-active means that we will not change our domineering football style. We will initiate and control the tempo of the game through the patient build up and immediate pressure after losing possession.
The head coach is empowered to make all decisions pertaining to player and football staff recruitment. Sydney FC management involvement only relates to contract negotiations, salary cap, financial direction and governance matters. The football department provides regular updates, normally on a monthly basis, to management and the board regarding progress on player recruitment.
In relation to comments made suggesting the sports medicine department is under resourced, the Club would like to reiterate that these statements are false. Sydney FC has one of the most strongly resourced football departments in the league with the staff and resources available to the playing squad at all times. There are specific instances where external practitioners are used and this is when a referral has been made for a specialised treatment such as a chiropractor or podiatrist. The Club has two full time physiotherapists and one massage therapist, along with a sports psychologist, and strength and conditioning coach.
The Club acknowledges that the current inconsistency of on-field performances has been a source of frustration – for all stakeholders. In saying this, the Club continues to provide its full support to the coach and football department to give us the best chance to finish the season strongly.
Looking ahead, we have in place clear on-field ambitions - our annual goal is to qualify for the Asian Champions League – with our ambitious long term goal to win the Champions League.
Sydney FC has made significant progress this season off field and this can be attributed to a number of factors. The securing of Alessandro Del Piero in season 2012/13 certainly created a foundation for the current success of the Club, and this has been stabilised and nurtured in season 2013/14 through a lot of hard work and specific targeted strategies within each business unit. This approach will continue through to season 2014/15 and will align with the Club’s strategy to continue with the marquee player recruitment. There is no doubt that the signing of Alessandro Del Piero to Sydney FC was not only a major coup for the Club but it also bolstered the profile of the A-League all around the world, particularly in Asia and Europe. The fact that sponsors are signing on for the future – such as Webjet – shows that we have a strong outlook going forward. We will be talking in the future of how we can further add to Alessandro's long term legacy from playing for Sydney FC.
In matters concerning Sydney FC’s communication and social media strategies, the Club can confirm it has a detailed and best practice communication strategy for fan engagement. This is evident through the consistent messaging that is executed through numerous social media channels and direct eDMs to subscribed members and fans. As part of this strategy, our channels remain flexible and are designed to ensure Sydney FC has a strong voice in the conversation.
The Club has been very diligent and structured in terms of communicating current news with the members and fans. This has been carried out through a number of channels as touched on earlier – eDMs, social media, surveys and member forums. The Club acknowledges that it would be mutually beneficial to the Club and The Cove to agree on a structured communication process, possibly quarterly meetings, moving forward. This will allow for both parties to exchange information and for The Cove to provide feedback on any current issues.
The Cove and Sydney FC have always maintained a strong relationship and we need to ensure that we continue to work together for the success of the club.
Look forward to seeing you all at the Derby.
Chief Executive Officer