Summary

Summary

Presentation………………………….………………………….…..……………………………4

Chapter 1 - Game Idea…….…………………………………………………………………7

Chapter 2 - Game Model…..…….…………………………………………………………22

Chapter 3 - Training Methodology…………………………………………………………53

Chapter 4 - Training the Match we want to Play..…….…………….……………………62

Chapter 5 - Team Management……………………………………………………………74

Chapter 6 - 10 Leadership Dilemmas……………… ………………….………….………90

Conclusion..…………………………….…………………………………………….………107

Bibliographic References.……………………………………….…….………………………109

3
Presentation
 Presentation

In this work, we want to present the secrets of Unai Emery.

Unai Emery, in the 2020/2021 season, rewrote his name in the UEFA EUROPE LEAGUE history
by winning it for the 4th time. After 3 consecutive wins at the service of Seville FC and a final lost
when coaching Arsenal, last season the Spanish coach won the competition again, showing the
football community the ability and strategic sense he deploys in his teams. In this work, we will
present:

• Game idea by Unai Emery;

• Our analysis of Unai Emery’s Game Model as Villarreal’s coach;

• Training methodology based on a microcycle planning;

• Train the match we want to play (analysis of the training session on the eve of the UEFA EUROPE
LEAGUE final and link between the strategy for the fixture in the training session and its match
deployment);

• Emery’s winning method used in managing his teams;

• Proposals for solving leadership dilemmas.

5
 Presentation

Emery is a winner. He brings together in the best possible way a great

knowledge and match reading, training knowledge, and a contagious and
motivating energy in leading his teams.

The die is cast, so stay with us.

6
Chapter 1

Game Idea
01 Game Idea

Unai Emery sees intensity and aggressiveness, defensive or offensive, as extremely important
factors in achieving success. The basis of his game idea is founded on these two very important
concepts in modern football. But there are others that Emery does not abdicate in the day-to-day
running of his teams:

• Intelligence: smart players make an intelligent team that is ready to make the right decisions on the
pitch;

• Stamina: physically and emotionally resilient team;

• Solidarity: solidarity is fundamental when we live in a group;

• Competitiveness: players have to be competitive, first with teammates and then with opponents;

• Communication: it is important that the players participate. They should express themselves, be
sincere, benefiting the work group;

• Leadership: among the players, leaders are needed. They will be the extension of the coach within the
pitch;

• Personality: the goal is to have players with a behavioral pattern that positively benefits the group.

8
01 Game Idea

Defense

Typology:

Pressuring zonal defense.

The defensive main actions in Unai Emery’s

game idea are:

1. Blocking passing lines;

2. Pressing the ball carrier.

9
01 Game Idea

The basic concepts in guiding the last defensive line are:

• If the opponent with the ball is pressured, the defensive line holds the line.

10
01 Game Idea

The basic concepts in guiding the last defensive line are:

• If the opponent player progresses with the ball unopposed, the defensive line steps back.

11
01 Game Idea

The basic concepts in guiding the last defensive line are:

• If the opponent makes a backward pass, the defensive line moves forward.

12
01 Game Idea

Unai Emery sees the defensive moment as one where efforts must be spread out. Therefore, his idea is
to form a compact block distributed in 40X40m. This situation happens because of the game strategy
or when quickly winning possession failed.

13
01 Game Idea

Attack
Typology:

Combinative wide and vertical game.

When his team has the ball, Emery wants his players to adopt an aggressive and intense posture.
He prefers his attacks to be planned patiently, but the ball circulation must be fast. The main
objective is always to look for the opponent’s goal, whether in possession or in more vertical
actions. For this, it always depends on what the opponent “offers”. Other important actions Emery
wants his team to do when they have the ball is to look for moments of numerical superiority or
1x1. The general attacking principles are:

• Width;

• Depth;

• Mobility.

14
01 Game Idea

Attack

General Principles

WIDTH

15
01 Game Idea

Attack

General Principles

DEPTH

16
01 Game Idea

Attack

General Principles

MOBILITY

17
01 Game Idea

Attack

General Principles

Regarding mobility/position switching, we give the example of the way Emery structures his team and the
freedom he gives his players in two different tactical systems:

• 1-4-4-2: the 4 defenders and 1 center midfielder keep their positions within the structure and the remaining
players give mobility to the attack;

• 1-4-2-3-1: the 4 defenders and the two midfielders keep their positions within the structure, and the
remaining players (offensive midfielder, wingers, and forward) give mobility to the attack.

18
01 Game Idea

Defensive Set Pieces

Typology:

Zonal Marking

In defensive set pieces, players must share

responsibilities, be supportive, and have a
strong commitment. The defined typology
is zonal defense, but, depending on the
limitation imposed by the opponent, the
defense can be mixed marking or, in
extreme situations, individual marking.

19
01 Game Idea
Offensive Set Pieces
Typology:

Unpredictability

The main actions Unai Emery asks of his players

in an offensive set piece, in order of priority:

1. Speed: speed in executing the set piece

when there is a chance of taking
advantage of some opponent’s defensive
weaknesses;

2. Short build-up: the short pass, even if the

ball is then played to the box, will disrupt
the opposing defensive line;

3. Ball placement: placing the ball in

strategic zones.

20
01 Game Idea
Tactical Systems
The tactical systems that Emery preferably adopts in his teams:

21
Chapter 2

Game Model
02 Game Model

Offensive Organization
Offensive Structure: 1-4-4-2

Offensive variants: 1-2-3-3-2 / 1-2-1-3-4

Typology: objective ball possession

23
02 Game Model

Building the Offensive Game

Two-player build-up: Villarreal CF looks for a short build-up through supported football. This process is
initiated by the center backs who are positioned to increase the game width.

24
02 Game Model

Building the Offensive Game

Bringing full-backs and midfielders closer together: In Villarreal’s short build-up, the full-backs approach
the center-backs to support this first building moment. In the same way, one of the midfielders approaches
the central corridor, places himself in the same line as the full-backs and supports the short build-up.

25
02 Game Model

Building the Offensive Game

Playing the ball forward: By placing a high number of players close together at the building moment,
Villarreal CF attracts the opponents’ attention and opens free space in front which, through a long, direct
pass, the team tries to take advantage of.

26
02 Game Model

Building the Offensive Game

Avoiding mistakes: The short build-up is sustained by several players to create numerical superiority and
prepare for an eventual loss of the ball in that zone of the pitch. Players should avoid making mistakes and
it is preferable to play the ball forward whenever there is a danger of losing possession.

27
02 Game Model

Elaboration of the Offensive Game

Prioritizing combinative football: The midfield players have great flexibility to ensure a fluid possession. If one of the
midfielders steps back on the pitch to sustain the short build-up; the other, along with one of the side midfielders (the
one closest to the ball) position himself inwardly behind the opponent’s first line of pressure.

28
02 Game Model

Elaboration of the Offensive Game

Increasing width: The full-backs are responsible for increasing the width and depth in their corridors. In
turn, the side midfielders join the central corridor.

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02 Game Model

Elaboration of the Offensive Game

Connecting the game with the forwards: The forwards are responsible for offering great mobility and disrupting the
opponent’s defensive line. Two of the behaviors observed: increasing the width and opening pass lines. The example is when a
full-back has the ball still behind the midfield and one of the forwards looks for width and depth and the other one positions
himself between the opponent’s defensive and midfield lines.

30
02 Game Model

Elaboration of the Offensive Game

Searching for space behind the back of the opposing defensive line: Whenever possible, midfielders look
to make a pass to the back of the opposing defensive line. One of the behaviors observed was to bring
one forward close to draw the defensive line and have the other attack the depth.

31
02 Game Model

Conclusion of the Offensive Game

Appear in favorable zones: To complete the attacking actions, players must appear in the area near the
goal and at the entrance to the box. Great aggressiveness is required from all players to attack/appear in
the zone where the ball drops.

32
02 Game Model

Conclusion of the Offensive Game

Attacking the depth: The forwards attack the depth and try to take advantage of all the spaces behind the
opposing defensive line.

33
02 Game Model

Conclusion of the Offensive Game

Shooting wherever possible: Players should try to shoot whenever possible. They should make quick
decisions, whether shooting or passing, to take advantage of any opponent’s defensive imbalance.

34
02 Game Model

Defensive Transition
Pressing aggressively: When Villarreal CF loses the ball, the predominant behavior is to press with major
aggressiveness the opponent player with the ball and the space closest to him. The whole team must react
quickly and coordinated to the loss of the ball.

35
02 Game Model

Defensive Transition
Avoiding being beaten: At this point, players cannot be beaten. Great security and aggressiveness are
required from the player who is in the first line of pressure, and the solidarity of the others to ensure
coverages and compensations.

36
02 Game Model

Defensive Transition

Gathering the team: If the initial pressure fails, the whole team must group together, join sectors, and
close the space where the ball is.

37
02 Game Model

Defensive Organization
Defensive structure: 1-4-4-2

Defensive variants: 1-5-3-2 / 1-4-1-3-2

Typology: pressuring zonal defense

38
02 Game Model

Opponent’s Offensive Game Build-up

Bringing the team closer together: When the opponent is building the offensive game and wants to
impose a short build-up, the team gets closer, forming a block to condition and create difficulties in the
opponent’s building phase.

39
02 Game Model

Opponent’s Offensive Game Build-up

Pressing to create errors: The entire block-shaped team conditions the opponent’s build-up, focused on
trying to recover the ball when there is an opponent’s mistake. This can be a wrong pass, a poorly
executed reception, or even a “blind” reception.

40
02 Game Model

Opponent’s Offensive Game Build-up

Conditioning the short build-up: The pressure is only intense when the opponent makes a mistake, but
there is always the intention to influence the opponent to make a mistake or to play long balls to the
attack. The first line of pressure is usually composed of the two forwards and one of the midfielders.

41
02 Game Model

Elaboration of the Opponent’s Offensive Game

Compacting the team: Villarreal CF compacts its entire team and usually manages to prevent the
opponent from finding space between the attacking and midline and the midline and defensive line.

42
02 Game Model

Elaboration of the Opponent’s Offensive Game

Advancing on the pitch: The entire defensive block advances on the pitch in two situations: whenever a
backward pass is made and whenever the opponent makes a blind reception.

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02 Game Model

Elaboration of the Opponent’s Offensive Game

Controlling depth: The whole team is responsible for controlling the opponent’s depth quite strictly. The offensive line, but
mainly the midline, is responsible for covering every ball. The goal is to prevent passes from being made with freedom, and the
defensive line is responsible for nullifying the opponent’s depth. To do this, it is important that the players always have their
footrests well placed and are prepared to run backwards.

44
02 Game Model

Elaboration of the Opponent’s Offensive Game

Creating numerical superiority: The team defending in a compact block increases the chances of being in numerical
superiority. In the side corridors, when the whole team regroups on that side of the pitch, the fullback, side midfielder and
inside midfielder guarantee superiority in that zone. In the central corridor, the forwards are responsible for approaching the
two midfielders and filling that zone of the pitch.

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02 Game Model

Conclusion of the Opponent’s Offensive Game

Positioning players in key zones: Players should be strategically positioned in the potentially most
dangerous zones (1st post, central goal area, 2nd post, penalty area, box entrance).

46
02 Game Model

Conclusion of the Opponent’s Offensive Game

Advancing on the pitch: In this phase of defensive organization, the defensive block also goes up in the
pitch whenever a backward pass is made and whenever the opponent makes a “blind” reception.

47
02 Game Model

Conclusion of the Opponent’s Offensive Game

Undoing the depth: The defensive line has a rigorous and quality behavior to nullify the opponent’s
offensive depth: footrests correctly placed and players deeply focused to run backwards when it is
necessary to eliminate the danger of a ball played to the back of the defensive line.

48
02 Game Model

Conclusion of the Opponent’s Offensive Game

Creating a defensive unit: All players defend aggressively and extremely focused. Defensive line, midline,
and also the forward line are positioned in a low, compact block.

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02 Game Model

Offensive Transition
Accelerating and decelerating: The team, depending on its game strategy, usually speeds up or slows down when it regains the ball.
With urgency to score a goal and/or in situations where there are great possibilities of taking advantage of the opponent’s defensive
disorganization, the team quickly places the ball on the forwards and accelerates its games. If the result is positive, the team tends to
elaborate its attack with short passes and a game style that is always objective, but now more patient.

50
02 Game Model

Offensive Transition
Beating opponents: The opponents closest to the place where the ball is recovered must be quickly beaten,
either through quick moves and short passes, or through ball progression. Ball progression is a clear bet on the
offensive transition. Ball progression attracts opponents and opens spaces that must be taken advantage of. 

51
02 Game Model

Offensive Transition
Creating space through the mobility of the forwards: The two forwards make deep movements, usually from
inside to outside, to take advantage of the ball recovery moment and create a scoring situation. The mobility of
the players in front of the ball is important to create empty spaces and increase the direct football’s success. 

52
Chapter 3

Training Methodology
03 Training Methodology

Game Idea

Training
Planning Match
Exercises

Methodology

Interrelated
Principles
Why?

Principles:
Technical
Tactical
Physical
Strategic
Psychological WINNING!

54
03 Training Methodology

Planning a Microcycle

Below is Unai Emery’s planning of a microcycle with a day off (Monday) and a match on Sunday:

Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Pre-
activation
Conditional Conditional Conditional Conditional
with
MATCH Day off Endurance Strength Endurance Speed MATCH
specific
Training Training Training Training
game
situations

55
03 Training Methodology

Tuesday
1. Endurance work: ball possession/pressure:

• A possession/pressure exercise is done with a focus on physical work, but geared towards the
Sunday fixture: one team uses their own team scheme and the other team uses the opponent’s
scheme.

• Example: 10 v 10 ball possession (a 1-4-4-2 scheme versus a 1-4-2-3-1 scheme)

2. A match is organized with the previous game schemes, but focusing on the key point
of the match:

• Example: Divide 2 zones to work on the pressure build-up. In one zone, one team is positioned in
4-2 (defenders + center midfielders) and the other in 3-2 (center midfielder + side midfielders +
forwards), against an opponent positioned in 1-3 in the first zone (midfielder + wingers and
forwards) and the second in 4-2 (defensive line + center midfielders). Since the objective is to
work the short build-up with an opponent who presses high, they use the game mainly in the
build-up area with conditionals (to reach other areas while driving the ball forward, with a
minimum number of passes, etc.).
56
03 Training Methodology

Note: When working on the concept of conditional resistance training, Unai Emery uses
percentages to adapt the pitch to the exercises. So, in an 11v11 exercise, he uses the actual
pitch size (100%). Here are two examples:

• 10v10 exercise: 90% pitch size;

• 8x8 exercise: 72% pitch size;

57
03 Training Methodology

Wednesday

1. Strength work: circuit + scoring actions:

• While performing conditional strength work, they also perform offensive scoring actions to be
replicated in the next match. The idea is to create offensive automatisms so that these actions
come naturally in the match.

2. Exercises through subsystems within the game system:

• The exercises will be executed in rows or tracks, but always with the actual space that will be
available during the match.

• Example: Ball possession exercise in a lateral zone of pitch 3 v 2 (full-back + side midfielder +
midfielder v “opponent” full-back and winger). When the team in inferiority recovers the ball, they
must score on a mini-goal. In this exercise, they work on defensive transitions in the lateral zone,
because they know that the rival is strong at counter-attacking from the outside.

58
03 Training Methodology

Thursday

1. Subsystem work taking into account the whole system:

• For example, the work of the previous day can be replaced, but with more players. That is, when
the ball is recovered, the two players can play with the rest of the team to score a goal, but
always starting from the main work area. The space used is larger and mini-goals are scrapped.

2. Match replicating the actual size of the upcoming Sunday fixture:

• Example: the previous exercise is continued and a full pitch is used. A match is played in a real
context, but, to automate the movements, they continue to create game constraints on the sides
of the pitch.

59
03 Training Methodology

Friday

1. Exercises and games of speed, agility and coordination:

• Relaxed exercises to motivate the players, where positive communication is always present.

2. Set pieces strategy:

• First, defensive positioning is worked on according to the opponent’s set pieces, but always with
continuity; i.e., adding at least one unit of competition (an offensive transition, an organized
attack, etc.).

• Offensive set pieces are extensively worked through competition units. In this case, the most
common is a defensive transition.

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03 Training Methodology

Saturday

1. Work on specific match situations:

• A match is organized where the intended match and the one the opponent is likely to deploy are
simulated. At the beginning, the starting eleven players are used, the game style is imposed and
the concepts developed during the week are executed, but always close to reality, without many
limitations.

• They can add typical match conditions: having one player less, having one player more, system
changes when ahead or behind in the scoreboard, etc.

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Chapter 4

Training the Match we

want to Play
04 Training the Match we want to Play

Under Unai Emery’s command, Villarreal CF won a European competition for the first time in
its history, against the giant Manchester United. As always, Emery prepared this match
carefully, giving his players all the necessary information so they could step into the match
aware of what awaited them. The Spanish coach managed to optimize his team in the best
way. In doing so, he balanced the forces against a theoretically superior opponent. Based on
percentage values, Unai Emery prepares his microcycle focusing 70% of his attention on his
team and 30% on the opponent. And, as it was the final and the opponent was a team with
more resources, the match focused more on defensive organization and offensive transition.

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04 Training the Match we want to Play

Training Session

Training session the day before the match (Europa League Final).

Context: Pre-activation | Specific match situations.

Length: 60 minutes

1. Motivational speech.

Length: 1’30’’

2. GK’s Activation. Work done by the GK’s coach.

3. Dynamic Activation and ‘21v3 Rondos’.

Length: 10’

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04 Training the Match we want to Play

Training Session

4. Speed | Agility | Quickness exercises and speed-fostering drills.

Length: 4’

5. Upcoming match strategy (defensive organization and offensive transition).

Game ‘GK + (4coaches + 6) v 10 + GK’. The exercises were carried out with a goal placed at the edge
of the box. The exercise always started with a simulation of the opponent’s build-up and, in case of
ball recovery, an unopposed offensive transition took place.

Length: 18’

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04 Training the Match we want to Play

Training Session

6. Game GK + 11 v 11 + GK:

A match to improve concepts that the coach intended to execute in the final.

Length: 9’

7. Exercise with scoring actions:

2(crossing) + 2(scoring) v 2(coaches) + GK. The exercise started with a combination in the lateral
zone, followed by a cross to the box, with two players ready to score.

Length: 5’30’’

8. Set pieces (free-kicks near the box and penalties).

66
04 Training the Match we want to Play
Training Session
( link to the videos: https://www.patreon.com/posts/51708316 )

67
04 Training the Match we want to Play

Match Strategy

Opponent Analysis:

Manchester United often deploys a 1-4-2-3-1 and, looking at their offensive game, we notice
that the main characteristics of the English team in this offensive stage are dependent on a
short build-up, supported by their two center backs with the interior support of two pivots/
midfielders. These players are positioned to receive the ball “hidden” from the opponent’s
first line of pressure and take advantage of the team’s good positional balance in this phase.
Regarding the offensive build-up, United depends a lot on Bruno Fernandes’ intelligence to
take advantage of the space between the midline and the opponent’s defensive line. The
Portuguese player is quite strong when he has the opponent’s defensive line in front of him.
He is decisive.

68
04 Training the Match we want to Play

Match Strategy

Executing:

When we witnessed Villarreal’s training session the day before the final, although it wasn’t
much different from a typical pre-activation session, there was one exercise that deserved
our full attention and that was replicated in the match following Unai Emery’s strategic
interpretation for the final.

69
04 Training the Match we want to Play

Match Strategy

The training drill was GK + 4 (3 coaches) + 6 (1 coach) v 10 + GK. The coaches, who knew
the opponent best, were part of the opposing structure (two as center backs, one as left full-
back and one as offensive midfielder). The two center backs simulated the short build-up
and the direction of the match, the full-back simulated the game on the side corridor and the
offensive midfielder “was” Bruno Fernandes. On the other side, GK + 10 players replicated
the match that Villarreal would adopt, starting in a 1-4-4-2 structure. Considering the
opponent’s analysis, this is what we noticed:

• Conditioning the opponent’s short build-up;

• Controlling the depth using the side corridors.

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04 Training the Match we want to Play

Match Strategy

Regarding the sub-principle of conditioning the opponent’s short build-up, Unai Emery
worked this in two ways:

• High block pressure, moving up one of the midfielders (the team structured in a 1-4-1-2-1-2) to
nullify the opponent’s construction and force them to rush the ball forward. Emery also prepared
his team for the opponent’s direct approach, with the nearest center back fighting for the ball
and the remaining defensive line covering the depth. It’s also important to underline that the
team was trained to attack the zone where the ball would drop;

• Pressure using a mid/high block: the two forwards kept an eye on the center backs and cut the
passing lines to the pivots, one of the midfielders approached the pivots’ zone and the other
was focused on the offensive midfielder’s positioning.

71
04 Training the Match we want to Play

Match Strategy

Regarding the strategy prepared to control United’s depth in the side corridors, Emery firstly
asked the side midfielders to shorten the block. Secondly, they should follow the progression
of United’s full-backs, and so did the full-backs chosen as responsible for controlling the
opposing wingers’ movements. In the side zone, individual references in the marking were
part of the game strategy.

72
04 Training the Match we want to Play

Playing the Way we Trained

On matchday, Villarreal CF managed to competently execute Unai Emery’s strategy. It happened as

expected: Manchester United had more possession, in the build-up and in the offensive game;
however, Villarreal CF always kept its balance. Throughout the match, the Spanish team managed to
condition United and take the game to a penalty shootout.

Villarreal CF was defensively very competent, with a compact and solid block that didn’t open spaces
for the opponent, even nullifying United’s short build-up. The match strategy, especially in relation to
United’s short build-up with the two pivots, worked perfectly. Pogba and McTominay could not receive
the ball behind the forwards to face the opposing goal. Bruno Fernandes couldn’t find room to receive
the ball between the lines. Also, in the offensive stage, the team was always ready to hurt the
opponent, in transition and in the moments when they kept the ball and made more combinations.
Unai Emery and his players made history in the Yellow Submarine, winning the Europa League. An
emotional and fair victory, with a good football display.

73
Chapter 5

Team Management
‘Individually we are a drop. Together we are an ocean.’

Ryunosuke Satoro
05 Team Management

Unai Emery’s Method

Team spirit

Building a real team, where the whole group has the same direction, strength, confidence and
optimism is one of the most important endeavors of a football coach.

What must a coach do to turn a group of people into a team? Emery highlights five aspects:

• Commitment: people commit to projects that make them dream through strong goals. Teams are driven by major
objectives that must be achieved together;

• Communication: objectives must be communicated and emphasized often. Coaches must realize that
communication should not only be done vocally, but with the whole body. It is the right way to communicate with
a team, letting all our honesty and frankness show through;

• Trust: to receive trust, we must convey trust. Trust is key to a successful relationship between staff, players and
board. Creating, giving and receiving trust is essential to a team’s success;

• Accountability: what is not measurable is not achievable. We have to establish tangible goals (points, table
position, knock-out wins) and then emphasize the small and big objectives that have been conquered;

• Specify: a team is much more than the sum of all the individuals. For continuous improvement, a coach must be
blunt with each player, letting them know what they have done right and what they can improve on.

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05 Team Management

Unai Emery’s Method

‘Winning is not everything but wanting to win is.’
Vince Lombardi

Winning mentality

A winning mentality is not that we always want to win, but that we always think about victory,
winning. At no time can we forsake the winning mentality, even when all the circumstances of
a match are against us. We must keep looking for every opportunity and believe in it. Emery
thinks so.

The core of the winning mentality rests on three factors:

• Competitiveness: knowing how to compete, with everyone giving their best;

• Confidence: having confidence in oneself and in teammates and always act with positive
thinking;

• Posture: knowing how to face victory and defeat.

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05 Team Management

Unai Emery’s Method

‘If you meet triumph and disaster, treat those two imposters the same.'
Rudyard Kipling

Winning mentality

In football, and even in life, we must be prepared to suffer. Suffering is part of the game, but
even in suffering we must keep our winning mentality. Emery firmly believes in the
importance of generating a winning mentality in his players, and communication is essential
to ‘infect’ this mentality. The ability of a coach to create trusting relationships by identifying
each player’s ‘fuel’ is important for the success of a team and in creating a strong group.
Unai Emery is recognized for being a very active coach during matches, gesturing profusely
near the sideline. He does this to be close to his players and because he believes that this
makes them work even harder. At the end of the match, calm comes out, in victory or defeat.

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05 Team Management

Unai Emery’s Method

‘You were born to win, but to be a winner, you must plan to win, prepare to win, and expect to win.’

Zig Ziglar

Winning mentality

We must always keep the winning mentality, especially the most difficult ones. To do this, we
need to have attitude and be ‘eagles’. There is an American Indian legend that tells the story
of an eagle who grew up next to the chickens and thought she was a chicken too, behaving
like one. But when she saw an eagle flying over the chicken coop, she said, ‘- How
wonderful, what a way to fly, I wish I could be an eagle.’ ‘- Not even in your dreams, you are
just a simple chicken’, a hen replied. And the eagle lived until the end of her days thinking
she was a chicken. Moral of the story: we can be whoever we want. With our mentality and
attitude, we must have the courage to be the ‘eagle’. Emery chooses the eagle for his teams.

78
05 Team Management

Channeling the effort

‘Success is dependent on effort.’

Sophocles

Stepping out of the comfort zone

Our effort basically happens when we get out of our comfort zone. All players must be
prepared to get out of their comfort zone. In relation to a coach’s life, it’s important to be
ready to step out of our comfort zone. To learn new languages, new football cultures and to
take risks in new challenges, presenting our game idea in places where we are not so
comfortable at the beginning.

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05 Team Management

Channeling the effort

Game Idea

Emery has a terrific perspective on the essence of the game, the essence of football. For him, it is
better to win a match with a 5-4 score than by 1-0. Few coaches think this way. For him, winning
a match by 5-4 accomplishes two objectives: winning, which is the most important thing; and
respecting what football should be: a show.

Emery respects his game style and tries to replicate it in the football clubs where he works,
without denying the obvious adaptations that each reality requires. His philosophy is offensive,
but, as it is easily perceptible, his defensive idea has great virtues. He believes that rotating
players throughout the season is positive for the team, for two reasons:

• It divides the physical effort among the players;

• It makes all the players feel important.

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05 Team Management

Channeling the effort

Beware of perfectionism

We must know ourselves well, master our strengths, and take advantage of our opportunities to
improve. Emery has tried to improve his altruism and the way he seeks and accepts opinions
from his employees. These days, Emery is a perfectionist, obsessed with flawlessness, but he
knows that the latter does not exist. He tries to live with his faults and the faults of others. We
should not confuse negative perfectionism, which is inflexible and neurotic, with positive
perfectionism, which is adaptive and healthy.

Emery currently watches several videos of rival teams and analyzes them thoroughly. But he
always shares this with his staff. This increases experience, knowledge, and information.

The important thing is to focus on what we can improve. After matches, Emery immediately
disconnects from what happened, whether it was a victory or defeat, because nothing can be
changed after the final whistle. The next day, he wakes up with a smile in case of victory and
immediately fixes mistakes in case of defeat.

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05 Team Management

Channeling the effort

‘There is no excess in the world so commendable as excessive gratitude.’

Jean de la Bruyère

Gratitude

Associated with effort is gratitude. Gratitude leads us to see the positive side of everything. It is a
miracle therapy because it focuses us on the positive part of what we experience and receive.
Gratitude fosters personal relationships, enlivens, infects a group, and makes us happier.

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Channeling the effort

Filtering team-related news

In sport and in life, we cannot be influenced by unfounded news, as we risk losing valuable
energy. Emery filters the news that reaches the group in the following way:

• It has to be real news;

• It has to be positive news for the team;

• It has to be useful news.

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05 Team Management

Reason + Emotion: healthy balance to win

‘Most of our problems arise when we think instead of feel and feel instead of think.’

Jean-Paul Sartre

We play as we train

In our day-to-day life, we must perfectly combine reason with emotion. Our game style is
materialized in the match, in the competition. But this begins to be defined in training. Football is
a whole and everything is related. The organization is done by everyone: coach, staff, medical
team... from this organization, reason and emotion define our match style. Emery’s game style is
focused on winning. To win, he holds a philosophy and an idea within an organization, where
there are physical, tactical and psychological components. Emery’s teams are intense defensively
and offensively, aggressive and intelligent to fulfill the goal of victory. They are teams prepared to
think, they are physically strong, resistant and fast to surprise their rivals. Emery prepares his
teams to be supportive, competitive, communicative, with proactive and participative leaders.

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05 Team Management

Reason + Emotion: healthy balance to win

The defense, midfield and attack influence 70% of the team’s qualities, and the rival team
influences the remaining 30%. Playing away or at home also conditions the match preparation. In
the offensive aspect, there may be a short or wide match, with width and depth to have the ball,
with positional changes, looking for individual duels, speed and variation. The team must know
when to have the ball or when to be more vertical. In the defensive strategy, the team maintains a
zone of solidarity and commitment, with good positioning and defensive coverages. With all this,
Emery plans for the team to apply a winning philosophy in the match.

The preparation of an away match will be different from the preparation of a home match, but the
style and philosophy of the team remain the same. It is easy to understand that a match played at
the rival’s stadium presents circumstances that a home match does not.

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05 Team Management

Reason + Emotion: healthy balance to win

‘He who subdues his anger subdues his worst enemy.’
Confucius
Searching for balance

Coaches must deal positively and constructively with players’ egos. Individual success is only possible
when there is collective success. It is necessary to create an environment of great psychological comfort,
where the interests of different people coexist harmoniously. For this, humility is the best recipe, and it all
starts with the humility of the team leader: the coach. So that negative emotions do not arise, it is important
that the oral and visual communication is positive among everyone.

It is also important for the balance of a team to realize that not everything is wrong in a defeat and not
everything is fine in a victory. The joys of a win are short-lived. Victory should be used to seek continuous
improvement, and we should look at defeat as a learning experience, without ignoring what was positive in
the match.

In football, the focus is on the result. For Emery, winning is important, but for him the biggest compliment is
to be told in good Spanish “fue un partidazo”. Football is a show and entertaining the crowd is everything.
The balance between reason and emotion is difficult. But when we manage to achieve this balance, the
result is powerful. For Emery, the result was four Europa Leagues with exciting football.

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05 Team Management

Serendipity
‘If one advances confidently in the direction of his dreams, he will meet with a success unexpected in common hours.’
Henry David Thoreau

The term serendipity can be defined as happy chance, unexpected luck, or fortuitous success.

According to Richard Wiseman, inciting “good luck” has 4 principles:

• Believing in and extending one’s own opportunities: people with good luck strive to have many good
opportunities;

• Making fortunate decisions through intuition: intuition is an unconscious part of intelligence and we
must take it into consideration;

• Building self-fulfilling prophecies: for example, “prophesying” that the next match will be great, and
seeing that “prophecy” come true;

• Adopting a resilient attitude: endure steadfastly, serenely, learning to turn moments of “bad luck” into
moments of ‘good luck’.

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05 Team Management

Serendipity

‘Circumstances? I create my own circumstances.’

Napoléon Bonaparte

Fortuitous successes can be the consequence of thinking and acting with respect for others.
To build ‘good luck’ in a team, we must start by building a team in the true sense of the word,
avoiding mediocrity and cowardice, defending dignity to obtain fortuitous successes that at
first sight are casual. Emery believes in chance... and this is born from the will.

To be lucky, in football and in life, we must work hard and believe to create.

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05 Team Management

Unai Emery’s Method

The keys to Unai Emery’s method regarding team management:

• Team spirit;

• Winning mentality;

• Channeling the effort;

• Reason + Emotion;

• Serendipity.

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Chapter 6

10 Leadership
Dilemmas
06 10 Leadership Dilemmas

How to spot talent

‘Only one in 10 companies tries to extract the most out of their professionals.’
Silvia Damiano

We must take advantage of the talent that arises in our way. According to Mikel Jáuregui, a talent
is ‘someone who is different, who stands out from others. Someone with talent is someone who
stirs emotion, makes you laugh and cry, causes fear and surprises”. In the football realm, it is
difficult to explore talent and detect it. But talent alone is not enough; it takes hard work and
dedication.

A coach has the obligation to keep an open mind, to help carve a player’s professional and
personal journey. A player can be “bad” today and be excellent tomorrow, it all depends on his
state of confidence, motivation and concentration. The difference is always in the player’s mental
capacity, so players should always be the best they can be, trying to overcome the obstacles that
come along the way.

Besides spotting a talented player, developing him to reach the elite level is difficult. Emery is
pure energy, and that is the fuel needed for many players to develop qualitatively.

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06 10 Leadership Dilemmas

How to improve a professional

‘Being a leader involves finding a balance between compassion and courage.’
Robin Sharma

First, to get the most out of each player, you need to have a healthy relationship with them.

It is important to find balance between demanding and generosity with the players, taking into
account these 5 aspects:

• Kindness, closeness, and direct communication;

• Recognize what they do well and their effort in a concrete, day-to-day way, both in training and
during matches;

• Foster a healthy sense of humor, without losing respect or focus;

• Trust the players so that the players trust the coach;

• Acknowledge one’s own mistake, because it is impossible to trust a leader who thinks he is perfect.

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06 10 Leadership Dilemmas

How to improve a professional

Defeat, even the cruelest, can and should be used to improve a player. The times we rise are
more important than the times we fall. Emery doesn’t regret defeats, he learns from them and
looks to the future. His players follow him.

All this, together with a deep knowledge of the game, are essential factors in promoting
player development.

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06 10 Leadership Dilemmas

How to present the season’s objectives

First, one must set the major season objective and make sure that all the players are
identified with it. But Emery sets short and medium-term targets that he believes are
achievable. He just tells the players the short-term goals, to figure out if they are
knowledgeable about the next opponent. And, with his energy, he goes on to set goals for
the next match or fixtures to come. Finally, there are the individual goals for each player,
which they must achieve to improve. For example, with a forward we can define a number of
goals; with the team captain, the objectives may be related to leadership.

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06 10 Leadership Dilemmas

How to present the season’s objectives

Management by objectives (MBO) and the Balanced Scorecard published by Peter Ducker in
1954 revolutionized leadership and management in companies and can be applied to
football. Emery does it. Management by objectives follows these steps:

• Define the team’s objectives for the season;

• Define and frame the team’s overall objectives with the individual targets of each player;

• Monitor the performance of each player;

• Manage the performance of each player as a team member;

• Recognize the merit of each player and reward them;

• Monitor the team’s progress and set new targets if necessary.

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06 10 Leadership Dilemmas

How to solve conflicts between players

‘Conflict is inevitable, but combat is optional.’
Max Lugado

The players consciously or unconsciously compete against each other, something important to have
them ready to face opponents. Ideally, the results of a team should be better than the results of each
individual player. But, even when that doesn’t happen, the team is still everything. Everyone is
important.

It has been proven that success creates more conflict than defeat. With defeat, solidarity emerges;
with victory, euphoria and sometimes ‘temptation’. In case of conflict, Emery tries to mediate it by
talking to the most wound-up player. In this type of situations, the coach must understand everything
that happened. And, in the face of negative emotions, it is necessary to calm the situation down and
ask the players to reconsider their position. Emery only gives his players one chance, because if one
can’t ‘move on’, the situation can ‘snowball’. In the ‘Odyssey’, Homer gave advice to Ulysses to
overcome fears: ‘face the fear, the team’. We must leave the past behind, ‘nostalgia is a mistake and
rancor is the team’s suicide.’

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06 10 Leadership Dilemmas

How to solve conflicts between players

The best strategy against conflict is assertiveness. Assertiveness is a strategy and a

communication style. How to be assertive? There are three assumptions:

• Empathy;

• Self-confidence;

• Search together for a solution where interests are reconciled.

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06 10 Leadership Dilemmas

How to overcome a poor streak

Unai Emery has a toolbox to manage negative streaks in the team’s performance.

Three tools address physical needs:

• Rest if necessary;

• Breathe well;

• Relax.

Two tools respond to emotional needs:

• Expressing oneself with transparency;

• Think positively and constructively about the situation, supporting the teammate.

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06 10 Leadership Dilemmas

How to overcome a poor streak

Two are rational:

• Effective communication;

• Creativity in responses to situations.

Finally, two tools are related to the team’s values:

• More focused than ever;

• More cohesive than ever (together we can make it).

The winning mentality has to be maintained by the team even in the negative streaks; with
effort, positive communication, learning, no breakdowns.

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06 10 Leadership Dilemmas

How to release a player

To release a player is a thankless task. Emery prefers to make these decisions at the end of the
season. When a player doesn’t perform, Emery is tolerant. But, when the whole group is being
affected, the player must be warned, in an action aligned with the team captains. If it has no effect, the
decision to remove the player from the club is made. To dismiss a player in a cordial manner, the
following steps are recommended:

• Observe the player’s past performance, trying to gather as much information about him as possible;

• Warn the player (everyone deserves a second chance);

• Understand the cause of the player’s lack of performance before making any decisions;

• Release the player, with respect, offer the player a decent exit;

• Do it briefly, directly, and as smoothly as possible;

• Once the decision is made, the player should not show his anger to the team at the club’s facilities;

• Do not get into conflict;

• Perform the action and wrap the issue.

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06 10 Leadership Dilemmas

How to manage the locker room environment

‘Don’t trust everyone, only those who deserve it. The former is a sign of stupidity, the latter is a sign of prudence.’

Democritus

A good coach and leader must raise the levels of self-esteem of his team, individually and collectively.
When everyone’s self-esteem is high, it’s easier to control the egos of all players because, when self-
esteem is lacking, the ego gets bigger. Self-esteem is built on useful, positive, and constructive
messages, and is lost with useless, destructive, and negative messages.

In the development of players’ self-esteem, good coaches know and make demanding and self-
control essential.

Without discipline and serenity, self-esteem falls.

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06 10 Leadership Dilemmas

How to manage the locker room environment

To foster team spirit and best manage the environment in the locker room, there is one key
word and that is sharing:

• Sharing experiences;

• Sharing ambitions;

• Sharing challenges;

• Sharing recognition and rewards;

• Sharing the fun;

• Sharing the same physical space;

• Sharing relationships (take friendship outside the club and involve families);

• Sharing values;

• Sharing knowledge and learning.

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06 10 Leadership Dilemmas

How to ask the players for extra effort

‘Laziness and fear are the great threats of intelligence.’
José Antonio Marina

To ask for extra effort from the players, we first must thank them for everything they have done up to
that point. Gratitude is fundamental. We can’t ask more of them without acknowledging what they
have done.

For a good performance, we must act according to the following actions:

• Causing surprise with the intended objectives (first, success must be in our heads and hearts);

• Clarifying what is expected from the players (conveying confidence and showing what players can do);

• Cheering, inspiring, and fostering positive energy (the coach must believe as much or more than the team);

• Anticipating obstacles (taking risks and controlling anxiety and stress when facing new challenges);

• Acting accordingly (recognizing the players’ effort).

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06 10 Leadership Dilemmas

How to celebrate and value successes

‘Success is not a popularity contest.’

Robin Sharma

Unai Emery celebrates his successes with the people closest to him. He is a coach with a
contagious optimism. His positive mindset ‘makes good things happen’, like excellent player
performance and wins. But, in victory, he is a calmer man and tries to celebrate with those he
wants and those who want him.

Emery knows that it is easier to get to the top of the mountain than to stay there. So, it is
important to celebrate, but without uncontrolled euphoria.

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06 10 Leadership Dilemmas

How to lead your boss

‘Better than with words, the serenity of our actions.’

William Shakespeare

There are 4 types of difficult bosses:

• Those who think they know more than they really do;

• The stressed ones;

• The manipulators;

• The authoritarians.

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06 10 Leadership Dilemmas

How to lead your boss

Each case requires different actions. Regarding those who think they know more than they
really do, we must be convincing and transparent, without making them feel that we are
competing with them. When facing the stressed type, reassurance is key. We must deliver
what we promise and simplify things. When facing manipulators, we must clarify what is
negotiable or non-negotiable with respect. We must be firm in our convictions. Finally, in the
face of authoritarian bosses, we must not be afraid. We must show reassurance when they
have negative behaviors and win their respect with our confidence and assertiveness

Unau Emery highlights three important aspects of being leaders of our bosses:

• The boss has to be okay;

• Loyalty;

• We must have solutions to the problems.

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Conclusion
 Conclusion

The goal of this effort was to present the winning method that Unai Emery uses in managing his
teams. We started by showing Unai Emery’s game idea and then presented our analysis of Emery’s
Game Model as coach of Villarreal CF. The third chapter of this work concerns the training
methodology implemented by the Spanish coach, considering the planning of a training microcycle.
Unai Emery, in the 2020/2021 season, made history by winning the Europa League with the “Yellow
Submarine”. We analyzed the training session on the eve of that match and made a connection
between how the strategy for the match was executed during training and what happened the next
day. Seeing the way Unai Emery works with his players inspired us. The last two chapters were purely
theoretical, but quite motivating and enriching. With that, we presented Unai Emery’s winning method
in managing his teams and the ten leadership dilemmas and their solutions.

Unai Emery is a remarkable professional. He is a man with tremendous “will” to succeed. He is a

leader with enormous motivation power and resilience, dazzling with the positive energy he transmits
to his teams. This work, as all the others we have written, is based on the value of sharing. Sharing
ideas and knowledge allows us to raise the bar and evolve.

Thank you for being on that side.

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Bibliographic
References
 Bibliographic References

• DIAS, H. (2014). Benfica 13/14: visão sobre o modelo de jogo e sua operacionalização.

• DIAS, H. (2016). A construção de um jogar.

• DIAS, H., MENDONÇA, P. (2021). O método de Simeone.

• EMERY, U., CUBEIRO, J.C. (2012). Mentalidad Ganadora: El Método Emery: Los secretos

del entrenador más eficiente para lograr el éxito.

• MENDONÇA, P. (2014). Modelo de jogo do FC Bayern Munique.

• MENDONÇA, P. (2015). Tac-Tac: o futebol de Pep Guardiola periodizado taticamente.

• MENDONÇA, P. (2018). Preparação para a competição: o método de Maurizio Sarri.

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