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Many human relationships break apart because of divergence in intentions. For example, one party may be thinking about the future – owning a house, beginning a family, among others; while the other party is only thinking about the short-term benefits. Likewise, many football clubs suffer because the basis of evaluating those to be chosen as part of the team differ from the strategic objectives of the club.

There are two principal approaches to football club managers’ evaluation. The first is to appraise the manager based on short-term outcomes alone, while the second is to evaluate the manager on both short-term outcomes and long-term aspirations. Both strategies work well, if implemented correctly. The major setback comes when a club says they are using the second method, for example, but fire a manager because of a few bad results. For instance, most of the top clubs in England that gave more time to young players during the last five seasons sacked their managers in the process. The reason for this is not far-fetched, the club wanted more young people to participate, but appraises the manager on short-term results. Therefore, the manager cannot afford to lose a match, as such, he can’t use young players because they need time to find their footing.

The balance scorecard approach is useful for clubs that desire to find the equilibrium between short-term and long-term goals. The balance scorecard helps organizations including football clubs to balance their long-term goals with short-term results. With reference to football, the balance scorecard will evaluate short- term results (winning individual matches), performance (field play), and productivity (number of young players trained).

Club leaders must make all efforts to line up the expectations from the manager with the club’s objectives. When this is done, managers will allow more young people to participate, if that is what the club wants. However, when the club raises an objective on one thing and judges the manager by another, there will always be friction between the management of the club and the manager.