IFA Group, the second largest private employer in Spain with 82,075 people who work in the various distribution brands. He currently chairs Europe’s largest trade association, EuroCommerce. But this football enthusiast, a sport he practiced as an amateur until he was 30, wants to leave this life behind to start one at the helm of the federal body, which he will try to attack with a candidacy made up of David Silva, Luis Milla, Amanda Sampedro, Virginia Torrecilla or the referee García Aranda. A football proposal, but coming from outside the governing party related to the RFEF that Pedro Rocha will represent, if he obtains the precautionary measure.
Why is Juanma Morales running? “The last service to my country”
Morales presented his candidacy in front of a large group of journalists on a day of federation activity with the Spanish team engaged in the last window of the Nations League. The candidate spoke surrounded by the heavyweights on his list, which he had wanted to reveal a week earlier, which was not possible due to the effects of DANA. From there the “manager, not an entrepreneur”, as his head of press office defined him, began his speech. Indeed, He had words for Salvador Gomar, president of the Valencian Football Federationone of the territorial barons who will need to be convinced to overcome the first big leap, that of guarantees.
“We don’t present a candidate, we present a candidacy. This marks a before and after. He is a pioneer, because he brings a team and a program with more than 200 initiatives,” explained Morales. ”I don’t know if we will win or not, but I feel tremendously proud to take the step to bring about change in football in our country.. We will change the history of our Federation to put it at the level of our sport, where it always had to be”, defended the candidate. The coach explained why a manager of his level took the step forward. a complex territory like that of a federal election against a bunkered system.
“Our football deserves better. We deserve to have a Federation at the level of athletes, referees… At all levels. Many times we complain and don’t take steps forward. It was one of the hardest decisions of my life, but the simplestbecause I’m convinced that’s what I should do. Football has always been my passion”, said Morales. The candidate, who appeared emotional in his first speech as a candidate, said that this is “my last service to the country”. To this end he claimed that it it is “necessary to improve the Spain brand through the values we defend”.
“We can generate 100 million euros more in the budget”
What is the purpose of Passion and Management, the name of the application? “We want to place the Federation at the level of its athletes, to dignify the highest institution of football We want to bet on grassroots football, women’s football and futsal. We don’t bet on the base of the pyramid. This can be a house of cards,” Morales said. The IFA director general reminded that the World Cup ”creates a national brand, which those living abroad admire so much. More than internally, which is very paradoxical.” The candidate to lead the Federation wants Spanish football to have “high quality” institutional representation.
“We must talk about sporting successes and not scandals. Every euro we generate will go to football,” said Morales, whose program is based on three pillars: good governance, social impact and economic development. “We can generate 100 million euros more in the budget (400 currently), with football money, building 550 football fields”, said a professional accustomed to profits and big accounts. Morales wants to be the leader of the new 2030 World Cup, ”with which to attract companies and businesses, but also to give Spanish companies the opportunity to internationalize.
For all this “we believe that our project is possible and concrete”. The candidate opposed to the ruling party of the RFEF assured that “he will challenge the current model of relations at all levels. He stated and will affirm that the territorial federations are the guarantors of change. We do not go against them, we go with them. We are here to respond to the need for change that they asked for a year ago, as a result of the Rubiales case“, concluded Morales, visible leader of “a candidacy to overcome resistance to change”.
Your biggest challenge will be getting approval for your application to move forward. A complex task, like knowing who your rival will be. Pedro Rocha, however, has yet to pursue his appeal. Otherwise, a struggle for leadership will open between the territorial barons to whom Morales appeals at the beginning of a fleeting race whose result will be known in less than a month. Elections for the general assembly will be held on Monday 25 November 2024 and for the presidency on 16 December.
Ready to compete with Rocha: “The Super Cup must be played in Spain”
“We want the Spanish Super Cup to be played in Spain, but we know the contractual obligations that are in this agreement,” he said regarding one of the most debated issues of the current management. It should be remembered that there is an agreement in force until 2029 for the tournament to be held in Saudi Arabia.
“I can’t believe the coach, but Luis de la Fuente is the second lowest paid coach in the last European Championships, behind only Georgia. He knew how to earn credit and isolate the team from the noise”, he explained in another Hot topic like that of improvement of the contract of the Spanish coach, blocked by the temporary situation that has arisen.
“At the moment we are the only candidate that has been presented. But we will be willing to face our program with anyone and discuss it. Football needs management“, replied the candidate when asked by the media about the possibility that Pedro Rocha is the candidate he will face in the electoral race.
Trip for which a maximum period of two terms has been set. That is, eight years in which he aspires to turn the page with the current model which would begin, according to his statements, “by moving away from any appropriate behavior and failure to comply with any of his orders, with zero tolerance towards corruption”. and “recover the reputation and image lost in the last year”.
How does Juanma Morales plan to improve the governance of Spanish football?
Interview: The Future of Spanish Football with Expert Juanma Morales
Time.news Editor: Welcome, Juanma Morales. Thank you for joining us today. Your candidacy for the leadership of the Spanish Football Federation (RFEF) has stirred quite a conversation in the football community. Let’s dive right in. What motivated you to take this bold step, especially transitioning from your role at IFA Group?
Juanma Morales: Thank you for having me. The decision to run for this position was one of the hardest in my life, but it felt like the simplest choice at the same time. Football has been my passion, and I believe that our football deserves more—better governance and representation. This candidacy is my “last service to the country,” as I want to contribute to meaningful change in our football landscape.
Time.news Editor: You’ve spoken about your intention to elevate the Federation and ensure it’s on par with our athletes and referees. Can you elaborate on the key pillars of your campaign, “Passion and Management”?
Juanma Morales: Absolutely. Our program focuses on three main pillars: good governance, social impact, and economic development. We aim to dignify the Federation and encourage investment in grassroots, women’s football, and futsal. There’s enormous potential to grow our revenue—up to an extra 100 million euros. This money can then be reinvested into football facilities and programs that nurture talent from the ground up.
Time.news Editor: You’ve mentioned the need to focus on the national brand through football success rather than scandals. How do you envision improving the image of Spanish football on the international stage?
Juanma Morales: It’s essential to create a narrative around our sporting successes that we can all be proud of. My goal is to shift the discussion away from scandals and showcase the incredible talent and achievements of our athletes. Celebrating our accomplishments will enhance the brand image of Spanish football and attract international interest, sponsorships, and investments.
Time.news Editor: Turning to specific challenges—what do you see as your biggest obstacle in securing the presidency against contenders like Pedro Rocha?
Juanma Morales: The biggest challenge will be garnering support from the territorial barons and navigating the complex political landscape. Many of these federations are crucial allies in driving necessary change, and they need to feel involved in this vision for progress. I believe that if we come together to respond to the needs voiced after the Rubiales incident, we can forge a united front.
Time.news Editor: It sounds like you’re calling for unity and collaboration among various factions within Spanish football. How do you plan to build that consensus in what historically has been a contentious environment?
Juanma Morales: Collaboration is vital. My campaign is rooted in the idea of working with, not against, the territorial federations. They are the ones who understand the particular needs of their communities best. I’m committed to creating an inclusive dialogue where all voices are heard, ensuring that our changes align with the grassroots’ demands.
Time.news Editor: Going forward, how do you envision the role of the Federation in cultivating future football talents and success in Spain?
Juanma Morales: The Federation should be a nurturing ground for future talents. Investing in youth programs, ensuring access to facilities, and creating pathways for young players to develop is central to my vision. We need to establish a robust infrastructure that supports coaches and athletes alike, so they can thrive and eventually represent Spain on the global stage.
Time.news Editor: Juanma, we appreciate your insights today. As elections draw near, what is your message to those who may be skeptical of your vision?
Juanma Morales: I urge everyone to consider the possibility of change. My candidacy is not just about me—it’s about a collective journey towards revitalizing our football. I encourage everyone—fans, players, and federations—to join us in making our football community vibrant, inclusive, and successful. Together, we can build a legacy we can all be proud of.
Time.news Editor: Thank you, Juanma. Best of luck in your campaign. We look forward to seeing your vision for Spanish football come to life.