Having previously graduated from UCFB’s BA (Hons) Football Coaching & Management programme, Adam Keep is now building on his knowledge and expertise of the industry through GIS’ MSc Football Coaching & Analysis course. Alongside his studies, Adam works part-time as a Video Recruitment Consultant at Premier League club Brentford, where he’s gaining vital experience and contacts.  

Here, he tells us about the role, the buzz of the club and why he chose to stay on for a Master’s after his three years at UCFB…

Tell us about your role as Video Recruitment Consultant at Brentford and how you landed it.

My role at Brentford involves me watching a range of games across a variety of different leagues around the globe. This has therefore developed my overall understanding of tactics and strategies used in football significantly within different countries. I landed the role via my network. A previous colleague of mine who currently works at Brentford put me forward for the job which I felt honoured for. I remember my lecturers and guest speakers at UCFB always saying “It’s who you know, not what you know”. This is so true!

How have you found working at the club in what’s been such a successful start to the season?

It’s such a great feeling. Since my arrival at Brentford, I have loved every minute. Even at the start of my third year at UCFB, I would never have thought I’d be in the position I am in right now. So, I am taking every opportunity now to the fullest of my ability and will continue in doing so. The success Brentford has had over the past 12 months is truly amazing. First being promoted to the Premier League for the first time ever, and then now starting the way we have, it’s great. Credit goes towards the players and staff for this success.

What have you taken into the role from your BA (Hons) Football Coaching & Management and MSc Football Coaching & Analysis programmes?

Firstly, within my undergraduate degree at UCFB, we studied modules such as Football Tactics and Strategies, as well as Match Analysis. In these modules, we investigated formations and styles of play used at the elite level. This has helped me in my current role at Brentford as the modules are focused on the professional field of play. This gave me a substantial amount of knowledge around the usage of different styles coaches use within Football, which therefore helped my game understanding and has helped when undertaking my current role at Brentford.

I am currently in the early stages of my Master’s degree, however, during the next year, I have modules around Applied Match Analysis, Applied Tactics and Strategies, which will enhance my knowledge of the game even more.

During your time at UCFB, you were a Performance Analyst at Watford FC and the ECFA. How important do you think this experience was in landing your current role?

My role at Watford FC was the first role I had within a professional club. It was great as I connected with so many people within the industry. I must give special mention to Watford as they allowed me to get my foot in the door as well as giving me the experience of working at a professional club, which has been very important within my current role now. Also, my role with the England Colleges Football Association has helped massively towards my personal development. Despite the impact COVID-19 had on my time at ECFA, which included a trip to Rome and postponement of many fixtures, it has been a great experience so far, as I work alongside some great people who have had experience across many years within the game.

How did you find your time at UCFB and why did you stay on for a Master’s?

My three years as an undergraduate student at UCFB Wembley was outstanding. I learnt so much and was provided with invaluable opportunities. Much credit goes towards my lecturers, as well as my fellow peers who I was lucky enough to study alongside. One thing that really impressed me is how unique UCFB is. No other university has the connections UCFB have, no other university has the knowledge UCFB have in relation to football studies.

The course which I am studying, Football Coaching and Analysis, will enhance my knowledge around the game, which will allow me to utilise this knowledge in applied settings at my numerous job roles, as well as increase future career opportunities within the industry. Therefore, it was a no brainer for me to stay and prolong my studies within this great university.

What advice do you have for anyone looking to study at UCFB or GIS?

Firstly, UCFB and GIS provide you with modules that are packed full of content around roles in the sporting industry. So, it’s great for people who have a passion for sport and want to have a career within the sport. As well as the outstanding content provided, UCFB support students via setting up work experience placements at sports clubs and organisations across a variety of sports, which allow students to put the knowledge taught within the classroom towards a more applied setting within the industry.

Secondly, network, network, and network! Without my network, I wouldn’t be in the position I am in right now. One thing that the university provides is guest speaker sessions. These guest speaker sessions are great to help expand your network as a variety of people who currently work within the industry, from professional Managers to Sporting Directors, you name it, come in to speak about their experience. So, I would advise you to throw yourself at as many opportunities as you can and be ready to showcase yourself around people within the industry. Go beyond!