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Title: Why I Invest in People-First Organizations — On and Off the Pitch

Brazil, 13th Jul 2026 - I get asked fairly often what my investment thesis actually is, as if there’s a single sector or metric I’m chasing across every deal I look at. There isn’t. What I’m actually looking for is much simpler and much harder to fake: organizations that put people first, structurally, not just in their messaging. That thesis applies just as much when I’m looking at a football-adjacent opportunity as it does when I’m looking at a technology company.This isn’t a values statement I attach after the fact to justify a decision. It’s the actual filter I use before I look at financials.Culture Is a Leading Indicator, Not a Trailing OneMost investors, and most football executives for that matter, treat culture as something you assess after performance has already told you whether an organization is good. I think that gets the sequence backwards. By the time poor culture shows up in a company’s churn numbers or a club’s results, the damage has usually been compounding quietly for a long time.The organizations I’m drawn to are the ones where you can see the investment in people before the results fully reflect it — in how they handle a difficult season or a difficult quarter, in how leadership talks about setbacks, in whether development is treated as a real priority or a line in a mission statement.What Growing Up Around Football Taught Me About ThisMy own instinct for this didn’t come from a business school case study. It came from growing up immersed in football, around professional players, long before I had any language for “organizational culture” or “human capital.” What I noticed even then was that the players who lasted, who had real careers rather than a promising season or two, were rarely just the most talented in the room. They were the ones inside...

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