How a Spanish Strategist Is Planning to Reshape One of England's Biggest Clubs

How a Spanish Strategist Is Planning to Reshape One of England's Biggest Clubs

Aston Villa's appointment of Roberto Olabe as President of Football Operations has the makings of a genius move at the top of the club's hierarchy.

The Villains are winless at the start of the new Premier League season and have so far struggled to rediscover the spark that they had in abundance last campaign.

On the pitch, Unai Emery and his players need to find solutions. Off the pitch, Villa have turned to a Spanish strategist with a reputation for providing structure and stability.

🚨 Aston Villa reach agreement to appoint Roberto Olabe as new president of football operations. 57yo Spaniard available after Real Sociedad exit - regarded among best sporting directors + will be viewed by many as significant coup for #AVFC @TheAthleticFC https://t.co/tDluVsjQaC

— David Ornstein (@David_Ornstein) September 23, 2025

What does a President of Football Operations do?

As football fans, we have very little knowledge of what goes on behind the scenes on the business side of the game, and what it takes to run a successful club.

So, by definition, a President of Football Operations can be thought of as a "chief sport officer." The job of the president is to oversee recruitment, scouting, youth development, style of play, and long-term planning.

The main aim is to foster a football identity that runs from the academy to the first team, which theoretically should put the club in good shape in both the short and long term.

For Villa, it means giving Unai Emery the ability to concentrate his focus on the pitch, safe in the knowledge that the wider club is being run correctly.

The plan will be for Olabe to act as the bridge between the head coach and board, giving Emery room to focus on the pitch while the club builds strategically.

Why Villa Need a Refresh

Villa's progress under Emery has been impressive — Champions League football for the first time in decades by itself is testament to the work the former Arsenal boss has done in Birmingham, but if you scratch below the surface, the cracks are apparent.

Many are questioning whether Villa have massively overachieved, in large part due to having a world-class manager.

There are several reasons that a change is needed, and quickly:

• A dreadful start to the season - no wins, a single league goal, and minimal attacking spark.
• The past recruitment hasn't improved the first team, with many arguing that the squad itself has actually regressed.
• A need for more strategic dealings in the market due to financial regulations.

The club needs more innovative recruitment, a future-proof approach, and a sustainable model to remain competitive at the top for years to come.

Monchi Failed To Match His Hype

Monchi was supposed to be the answer—a legend of recruitment at Sevilla and a close friend of Emery. The pair were hugely successful in Seville, and his appointment was hailed as a significant coup for Villa.

But after just over a year, his transfer record at Villa drew heavy criticism, and now, with the poor performances on piled on top, something had to give.

Officially, Monchi has stepped aside for family reasons and will remain an advisor. In reality, Villa's poor position both on and off the field made his position virtually untenable, and as such, Emery has lost one of his closest allies.

It is always difficult in such moments to find the right words – especially as I am writing in English – but I just wanted to say a huge thank you to everyone. We have shared so many amazing moments over the past two years but above everything, I will take away the many new… pic.twitter.com/LgdpDQAleW

— Monchi (@leonsfdo) September 23, 2025

Who is Roberto Olabe?

Olabe made his name at Real Sociedad, where he developed one of Europe's most innovative recruitment models.

His philosophy was simple: blend academy talent with value-for-money signings, creating a team that could punch above its weight.

Olabe has a keen eye for talent, having played a significant role in the revival of both Alexander Isak and Martin Odegaard's careers at a time when both players were stuck in an endless loop of loan moves.

Players Signed By Roberto Olabe:

Diego Llorente
Theo Hernandez
Mikel Merino
Alexander Isak
Martin Odegaard
Alex Remiro
Alexander Sorloth
Takefusa Kubo#avfc pic.twitter.com/9JLjTsOofG

— AKF (@avfcadam0) September 23, 2025

He also knows Emery well, having played with him at Sociedad and worked alongside him at Almería. That trust could prove vital at Villa Park.

We have tried to analyze what Olabe may bring to the position that Monchi perhaps lacked while at the helm:

• Smarter signings – More emphasis on youth, undervalued markets, and players who fit Emery's system.
• Clearer identity – Players being signed that fit into the structure, not big names whose reputations are on the decline.
• Stability – Creating a foundation that can support the club, without a disruptive mid-season upheaval.

📊 𝐃𝐈𝐃 𝐘𝐎𝐔 𝐊𝐍𝐎𝐖?

On October 15, 1995, Roberto Olabe and Unai Emery both made their debut as players for Real Sociedad against CP Mérida. #AVFC https://t.co/kK9RyoY6kA pic.twitter.com/ot8n2AT4qJ

— Aston Villa Statto (@AVFCStatto) September 23, 2025

What The Future Holds at Villa Park

Villa's current situation is precarious, to say the least.

The fans have had a taste of recent success, and the demand for it to remain is high. Therefore, making such a significant change at a delicate point in the season inevitably carries risk.

But the upside is huge. If Olabe can replicate his Real Sociedad model, Villa could move from a club on the edge of crisis to one that sustains itself at the elite level.

The Premier League won't give him much time, but in Roberto Olabe, Villa have turned to a strategist who knows how to build. The question is whether he can do it fast enough.