As of July 1st, the question of who will be Werder Bremen’s new Sporting Director, succeeding Frank Baumann, remains a topic of speculation and anticipation. Numerous names, including Oliver Ruhnert from Union Berlin, Carsten Wehlmann, formerly with Darmstadt, Simon Rolfes of Bayer Leverkusen, and Markus Krösche from Eintracht Frankfurt, have been circulating in recent months.

However, emerging as a prominent candidate in the race for the position is Andreas Schicker of SK Sturm Graz, according to consistent reports in German media. While Clemens Fritz, the Head of Licensing, is considered the favourite, media sources indicate ongoing discussions with the 37-year-old Schicker, with initial contact reported back in January.

Schicker, currently the Sporting Director at SK Sturm Graz, expressed his ambition to eventually achieve such a role in the Bundesliga in an interview a year ago. In this analysis, we will delve into the strategies and tactics used by Sturm Graz under Schiker’s leadership in recent years.

Director Profile

Andreas Schicker, born in Austria on July 6, 1988, has carved a distinctive path in the football business. Possessing a UEFA A License, Schicker began his journey as an active player, predominantly operating as a left-back, representing the U17 and U21 National Teams of Austria. However, his transition to the operational side of football came after his playing career.

Following his time as a player, Schicker ventured into coaching and management. He took on roles as assistant coach and later as the Sporting Director at Wiener Neustadt. Subsequently, he assumed the position of Head of Scouting at Sturm Graz during the 2018/2019 and 2019/2020 seasons. Since the 2019/2020 season, Schicker has held the role of Managing Director of Sport at Sturm Graz.

Despite facing adversity, Schicker’s journey to a leadership role is marked by resilience. In November 2014, he was involved in an incident with pyrotechnics, resulting in the amputation of his left hand. Undeterred by the setback, Schicker made history as the first footballer worldwide to make a comeback with a prosthetic arm, re-entering the football scene in the second tier of Austrian football. However, by the age of 30 in 2017, he had already transitioned into the role off the pitch.

Schicker has earned a stellar reputation in the football industry over the years. His name was even considered for the position left vacant by Christoph Freund at Red Bull Salzburg in the summer following Freund’s move to FC Bayern. Since joining Sturm Graz in May 2020, initially as Head of Scouting, Schicker has played a pivotal role in the team’s consistent development.

Strategy

Andreas Schicker’s tenure as Managing Director at SK Sturm Graz, starting in June 2020, has proven to be a stroke of fortune for the club. Following a sixth-place finish in the 2019/20 season, Schicker orchestrated a complete overhaul of the squad within a single summer. Reflecting on his bold decisions, Schicker noted, “I did not extend contracts with 13 players at that time – four of them were released despite having ongoing contracts. I had the courage to initiate a total upheaval without having a big name at that point. That was certainly the cornerstone for Sturm Graz being able to achieve its current position. Of course, it didn’t come without criticism, as deserving players also had to depart.”

Schicker’s approach can be characterised as a radical transformation and emphasises the crucial role played by the appointment of coach Christian Ilzer, for which the native of Styria took responsibility. Together with Christian Ilzer, Schicker and Sturm Graz began to rely on young players from abroad with sales potential.

The initial examples were Kelvin Yeboah, Jon Gorenc Stankovic, and Gregory Wüthrich. Currently, 15 out of 27 players in the Sturm squad hail from abroad.

The incoming transfers under Schicker’s guidance have showcased a mix of shrewd free acquisitions and strategic financial investments. Notable signings include Amadou Dante from Yeelen Olympique, Gregory Wüthrich from Perth Glory on a free transfer, and Jon Gorenc Stankovic from Huddersfield Town, also on a free transfer.

Strategically investing €1.20 million in WSG Tirol’s Kelvin Yeboah and €1.95 million in Rasmus Højlund from FC Kopenhagen underscore Schicker’s commitment to securing both immediate impact and future potential. Free acquisitions, such as Alexander Prass from FC Liefering, contribute to Schicker’s overall financial prudence in the transfer market.

Emanuel Emegha’s €3.24 million move from Royal Antwerp FC, William Böving’s €2.20 million transfer from FC Kopenhagen, Seedy Jatta’s €2.61 million move from Vålerenga Fotball Elite, and Szymon Wlodarczyk’s €2.20 million transfer from Górnik Zabrze further exemplify Schicker’s ambition to attract impactful players willing to make financial commitments to enhance the squad.

Andreas Schicker’s tenure as Managing Director of SK Sturm Graz has been marked not only by strategic player acquisitions but also by lucrative transfers that have significantly contributed to the club’s financial strength. The notable outgoings orchestrated by Schicker demonstrate a keen understanding of player value and the ability to secure substantial returns.

One of the standout departures during Schicker’s tenure was Emanuel Emegha’s move to RC Straßburg Alsace for a substantial €13 million. This marked a significant return on investment and showcased Schicker’s acumen in identifying players with potential market value.

Another remarkable transfer was the departure of Rasmus Højlund to Atalanta Bergamo for a staggering €20 million. This transaction set a new record for the club and highlighted Schicker’s ability to negotiate lucrative deals for talented players.

Kelvin Yeboah’s move to Genua CFC for €6.5 million further exemplifies Schicker’s proficiency in overseeing transfers that not only benefit the club competitively but also add substantial financial value.

Dario Maresic’s transfer to Stade Reims for €3 million further solidifies Schicker’s track record of securing profitable deals for outgoing players. This strategic approach to player sales not only boosts the club’s financial coffers but also positions SK Sturm Graz as a club that maximises the value of its assets in the transfer market.

In numerical terms, Schicker’s impact is evident. Since taking office, Sturm has generated a transfer surplus of nearly 25 million euros. Notable sales include Rasmus Højlund (with a resale share for 20 million euros to Atalanta), Emanuel Emegha (13 million to RC Strasbourg), and Yeboah (6.5 million to Genoa CFC), surpassing the previous record sale in 1999 (Mario Haas to Strasbourg) threefold. The meticulous execution of transfer dealings has positioned Sturm Graz as a force to be reckoned with under Schicker’s strategic guidance.

Sporting Success

Despite the formidable competition posed by Red Bull Salzburg and player sales, SK Sturm Graz, under the leadership of Andreas Schicker, has made significant strides in the Austrian Bundesliga. Over the past seasons, they have consistently secured impressive rankings, culminating in consecutive second-place finishes.

In the 2018/2019 season, Sturm Graz claimed the 8th position, demonstrating room for improvement. However, under Schicker’s strategic vision and operational changes, the club swiftly progressed to the 6th spot in the following season (2019/2020).

The transformative impact of Schicker’s leadership became more evident in subsequent seasons. Sturm Graz secured the 3rd position in 2020/2021, signalling a substantial rise in the league standings. The upward trajectory continued as the club achieved a commendable 2nd place in both the 2021/2022 and 2022/2023 seasons.

As of the current 2023/2024 season, Sturm Graz maintains its strong position as the second-best team in the Austrian Bundesliga. This consistent top-tier performance underscores the positive impact of Schicker’s strategies and player management on the club’s competitive standing. The journey from mid-table positions to consistent runner-up finishes reflects a successful era for SK Sturm Graz in Austrian football – and might be an important factor for Werder Bremen in their selection process.

Squad Value

During his tenure, besides sporting success, the squad’s market value surged from 16.33 million to the current 53.53 million euros, representing a remarkable 227.9% increase that surpasses any other team in the Bundesliga during the same period.

Under the guidance of Andreas Schicker, Sturm Graz has witnessed significant growth in the market value of their squad over the last few seasons. In the 2018/2019 season, the total market value of the team stood at €24.85 million, with an average player age of 24.3 and an average player market value of €777K. As the seasons progressed, so did the market value of the squad.

In the 2019/2020 season, there was a noticeable increase to €21.43 million, with the average age remaining at 25.4, and the average market value slightly decreasing to €612K. The trend continued in the 2020/21 season, where the total market value reached €27.85 million, reflecting a consistent growth pattern. The 2021/22 season saw a further climb to €37.93 million, with an average player age of 23.5 and an average market value of €898K.

The most recent season, 2022/23, witnessed a substantial leap in the total market value of Sturm Graz’s squad, reaching €101.98 million. The average player age remained relatively stable at 23.6, while the average market value saw a significant increase to €2.83 million. This indicates not only a consistent upward trajectory but also a substantial boost in the overall quality and value of the squad.

The growing rate from season to season showcases Schicker’s ability to enhance the squad’s market value, reflecting positively on his management and recruitment strategies. Sturm Graz, under his guidance, has not only maintained competitiveness but has also become a more valuable entity in the football transfer market.

Conclusion

Andreas Schicker emerges as an immensely popular figure among the fans of SK Sturm Graz, and his long-term contract until the summer of 2026, signed in November 2022, reflects the club’s commitment to his leadership. The growing hype around Schicker’s persona and his escalating personal ambitions indicate a potential move to a foreign club, with the German Bundesliga being an apparent and enticing destination.

From Werder Bremen’s perspective, there are compelling reasons to persist in pursuing Schicker as the ideal candidate for the role of Managing Director. The recent injection of 38 million euros has transformed the Green-Whites, giving them a renewed and more ambitious identity. After years of relegation battles and cost-cutting measures, the focus is now on achieving long-term stability in the top flight and more.

The newly acquired capital is earmarked for strategic investments in the squad, as emphasised during the introduction of the regional investors’ consortium. Werder Bremen recently experienced positive results with the appointment of external candidate Johannes Jahns as squad planner, who made a significant impact after joining from Sturm’s rival, Salzburg, this past summer. With the club aiming for a new era of success and stability, the appointment of Andreas Schicker aligns with the ambitious vision and financial backing recently provided to Werder Bremen.