Forma Football Group is a football advisory firm that works with clubs, leagues, and ownership groups to strengthen their sporting operations.
We provide strategic guidance across key areas of the game — including sporting structure, recruitment strategy, academy development, and global partnerships. By combining deep football expertise with a data-informed approach, Forma Football Group helps organizations build coherent pathways from academy to first team, align sporting and business objectives, and establish frameworks for long-term performance and growth.
Team
Academic Credentials
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Masters of International and Public Affairs – Columbia University
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Masters of Digital Marketing and E-Commerce – EAE Business School
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MBA, Marketing Concentration – Thunderbird School of Global Management
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BA in Political Science & French – Bucknell University
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MIT OpenCourseWare, Blockchain and Money – Massachusetts Institute of Technology
Key Skills
· Player recruitment strategy, talent identification, and squad planning
· Data-driven scouting and performance analysis (Wyscout, InStat)
· Academy development, youth pathway integration, and player progression planning
· Experience designing and implementing long-term sporting projects
· Collaboration with first-team coaches, sporting staff, and academy directors
· Negotiation with agents, clubs, and player representatives across Europe and beyond
· Deep understanding of UEFA regulations, Financial Fair Play
· Cross-functional leadership between sporting, operations, and commercial teams
· Strategic planning and board-level reporting for football organizations
· Multilingual: English (native), Spanish (native), French (fluent)
· Experienced communicator capable of uniting technical and executive objectives
Mark Dodson
Summary
Strategic football strategist and advisor with 15+ years of international experience leading high-performance teams and advising clubs and tech innovators across Europe and the Americas. I combine a deep understanding of football operations, talent development, and data-led recruitment with executive-level expertise in strategic planning, partnerships, and organizational transformation. Proven track record supporting club leadership in building sustainable sporting structures, integrating analytics, and aligning football and business objectives. Multilingual and globally networked, with a background spanning UEFA, LaLiga, and MLS ecosystems — passionate about developing modern, data-informed clubs that balance performance excellence with long-term growth.
Experience
Hello Sports - Sports & Marketing Consultant
Boutique sports business development and strategy agency specializing in football and sports technology. Advises clubs, federations, and sports tech startups on commercial growth, international expansion, and performance innovation.
· Football Operations Insight: Advising club executives on modern sporting structures, talent identification pathways, and data-driven recruitment frameworks
· Global Network Building: Building a cross-continental network of executives, scouts, and investors across MLS, LaLiga, and other international football ecosystems
· Strategic Advisory: Advisory support to club ownership groups on academy development
Everstone Global Ventures-Football/Soccer Consultant
· Supported ownership groups, rights holders, and investors in identifying investment opportunities in football clubs
· Supported club ownership in designing integrated academy and global recruitment strategies aligned with the club’s long-term sporting vision.
· Advised ownership groups and club executives on long-term squad planning and talent pipeline optimization to strengthen club performance and sustainability
Málaga C.F.- Executive Advisor to the General Manager
· Supported the GM in defining the club’s long-term sporting strategy, including academy development, recruitment structure, and partnerships
· Identified top candidates for Head Coach, Sporting Director and Academy Director positions
· Participated in negotiation of partnership between Malaga C.F. and Real Madrid youth academies
· Participated in the negotiation of sale of top academy player Hugo Duro
· Contributed to modernizing the club’s football operations and integrating data-led decision-making
· Acted as strategic liaison between the sporting department and commercial leadership
Additional Marketing Leadership Roles
With key positions at Eyesynth, Biovest, The Walt Disney Company, and JPMorgan Chase, I have developed successful marketing strategies, led high-stakes negotiations, and driven successful campaigns across diverse industries.