At a time when many clubs prioritise immediate results, AaB, a Danish football club is banking on a long-term strategy. Their new German ownership group, SSE22, is leading a shift that places their academy at the heart of operations. This philosophy is not just about winning the next match but about nurturing homegrown talent for sustainable success.

A Long-Term Vision

Football, like many other industries, has increasingly leaned towards short-term goals, often prioritising immediate victories and quick fixes over the painstaking process of player development. Clubs frequently spend millions in the transfer market, hoping to secure star players who can deliver results right away. While this approach may bring temporary success, it often neglects the potential of homegrown talent waiting in the wings.

SSE22, led by chairman Jan Peters and sporting director Ole Jan Kappmeier, believes that a football club’s future should be built around its local academy players. In their view, the true essence of football is in its local roots—a group of local boys playing for their hometown team. This emphasis on local talent, however, is not just sentimental; it’s a key part of their long-term strategy for both sporting and financial success.

The Role of the Academy

SSE22 understands that talent development requires patience, discipline, and a significant investment of time and resources. That’s why they’ve positioned AaB’s academy as the financial and sporting foundation of the club.

Rather than expecting young players to immediately contribute to the senior team, AaB is committed to giving these players the individualised training and support they need to succeed in the long term.

Building from Within

The process begins with deep integration between the academy and the first team. Coaches from both sides work closely together to ensure that youth players are consistently monitored and developed. Head coach Menno van Dam, for example, regularly collaborates with academy staff to ensure that he is familiar with the next generation of players coming through the system. This collaboration allows for a smoother transition from academy to first team, ensuring that when players are ready, they are fully equipped to succeed at the senior level.

Patience as a Competitive Advantage

SSE22’s commitment to patience is a key differentiator in an industry where the next game often overshadows long-term planning. While many clubs may loan out young players who aren’t immediately ready, AaB refuses to let years of development go to waste. Instead, they work intensively with their academy graduates, focusing on all aspects of their game—mentally, physically, tactically, and technically—so that they can make the leap to senior football.

Peters and Kappmeier also challenge the common practice of focusing solely on match-day results. They believe that while winning is important, developing young players should take precedence. For instance, if the club faces a decision between fielding an experienced player versus a talented youngster, AaB’s leadership leans toward giving the young player a chance, knowing that the investment will pay off in the future.

A Model for Sustainable Success

AaB’s long-term strategy is a refreshing contrast to the quick-fix mentality seen in many football clubs today. Their commitment to their academy, local talent, and a long-term approach not only sets them apart but also positions them for sustainable success. As Peters puts it, the club’s future depends on making decisions today that will have a positive impact in three to five years.

By focusing on the academy and being patient with their young players, AaB is laying the foundation for a model that other clubs could learn from—a model built on local pride, long-term vision, and a deep commitment to player development.