Description

Follow-Up Masterclass: Qatar / Aspire Academy – Data-Informed Scouting & Benchmarking

Duration: 50–60 min presentation + 20 min Q&A

Price – Online Masterclass:
DKK 179 / €24.95

From Subjective Opinions to Informed Decisions

In this third masterclass of our four-part series, Kenneth Santa, UEFA Elite Scout and UEFA A Licence Coach, takes you inside the talent identification processes used within Qatar FA and Aspire Academy.

This session focuses on how to move from purely subjective scouting decisions to a structured, data-informed framework, using Phase 1 and Phase 2 scouting reports to benchmark players internally and externally – without losing the human element of scouting.

You will also learn how people alignment is just as important as systems, ensuring scouts, technical staff, and leadership interpret and apply information consistently.

This masterclass is ideal for national federations, academies, technical directors, scouting managers, and elite scouts seeking more objective, transparent, and consistent selection processes.

What You’ll Learn

In this masterclass, you will discover how to:

• Reduce subjectivity in talent identification decisions
• Introduce structured scouting reports without over-relying on numbers
• Implement Phase 1 & Phase 2 evaluations effectively
• Benchmark players internally and against international standards
• Compare players fairly across regions, programmes, and pathways
• Align scouts, coaches, and leadership around shared evaluation criteria
• Apply the Qatar / Aspire Academy model to your own environment

Inside the Masterclass

The Core Challenge

• Scouting decisions heavily based on observation
• No standardised benchmarks
• Difficulty comparing players across regions and contexts

The Solution: Phase 1 & Phase 2 Reporting

• Phase 1: Initial scouting reports capturing raw evaluations and first impressions
• Phase 2: Deeper assessment benchmarking players against internal and international reference points

The Result:
More objective, consistent selection decisions – without turning scouting into a purely data-driven exercise.

Managing People & Expectations

Even the best frameworks fail if people are not aligned.

This masterclass shows how to manage stakeholders at every level:

• Upwards: Clearly explain the purpose and value of structured reports to federation leadership
• Downwards: Train scouts to interpret and apply reports consistently
• Across peers: Use regular alignment meetings to ensure shared understanding

Key principle: Structured reports only work when people trust, understand, and apply them correctly.

Implementation in Action

Explore real examples from Qatar where:

• Phase 1 and Phase 2 reports were reviewed weekly
• Reports guided both regional and national selections
• Benchmarking enabled fair comparison across regions
• Scouting insights were directly linked to player development feedback

Key Takeaways

• Structured reporting improves consistency and clarity
• Internal and external benchmarking increases objectivity
• Effective frameworks do not need heavy analytics to succeed
• Alignment of people upwards, downwards, and across is critical

Interactive Q&A

Participate in a practical walkthrough of mock Phase 1 and Phase 2 reports, followed by an open discussion on:

• How this framework could be adapted to your country or organisation
• Potential challenges and solutions in your local context

About the Presenter

Kenneth Santa is a highly experienced football scouting and talent identification specialist, holding both UEFA Elite Scout accreditation and a UEFA A Coaching Licence.

He has worked at the highest levels of youth and national football development across Europe, the Middle East, and Asia, including:

• National Scout – Qatar FA / Aspire Academy, contributing to elite benchmarking and talent pathways
• Scouting Manager – Mahd Academy, the national football academy in Saudi Arabia
• Head of Talent Identification – Football Association of Singapore
• European Scout – Wolverhampton Wanderers (Scandinavia, ages 14–19)
• Earlier roles with Brøndby IF, FC Nordsjælland, and FC Copenhagen

Kenneth specialises in building structured, sustainable talent identification frameworks, educating football professionals, and helping organisations move from opinion-based decisions to consistent, repeatable excellence.

How to Access

Once your payment has been successfully processed, you will receive an email with full details on how to join the Zoom masterclass.

Please note: Payments are non-refundable, except in the event that the masterclass is cancelled by the organiser.