Inside AF Global x Ahead For The Game: The Role of Mental Performance in Developing Elite Footballers
Many players struggle with the pressures that come with a professional career. This is why AF Global places strong importance on a player’s mindset and overall mental support. We have partnered with Ahead For The Game (AFTG) to introduce a mental performance programme built to meet the needs of every athlete. Research from Johan Grønset et al. in 2024 also highlights that mental processes and the guidance of a sports psychologist can play a key role in a player’s development.
The Collaboration Between AF Global and AFTG
AF Global’s goal has always been to create an environment where young players can grow. We already provide world-class coaching through UEFA qualified staff and offer international exposure through competitions across the UK and Spain. Players regularly take part in matches against Premier League and La Liga academies and have even experienced training under the management teams of Real Madrid and Atlético de Madrid.
To strengthen the support system around our athletes, AF Global is partnering with AFTG so that mental wellbeing remains a core part of each player’s journey.
Why Players Need Mental Performance Support
A player’s ability to remain resilient affects every aspect of performance. Confidence, focus and the capacity to handle criticism, fame or injuries are all challenges that players face. These issues can seriously affect motivation and mindset. Since most academies do not teach young players how to manage these pressures, AF Global recognises the need to guide our athletes through these difficult moments.
AFTG helps players develop mental skills so they can face different situations throughout their careers. Their practitioners hold BPS and HCPC qualifications. Their work focuses on enhancing strengths, addressing weaknesses and building healthier ways for players to manage demanding environments.
How Practitioners Support Athletes
AFTG practitioners begin by understanding the player and the context they operate in. Based on this, a personalised programme is created. The approach is collaborative so players remain informed about the purpose of each session. All support is grounded in existing research and designed to improve performance and overall wellbeing.
What the AFG x AFTG Programme Includes
To introduce the new initiative, players first participate in workshops. These sessions explore topics like self-awareness and resilience. The workshops prepare players for more individualised work.
After this, the programme moves toward one-on-one sessions. These sessions focus on individual preparation and may involve confidence building, focus and dealing with personal challenges. Practitioners use approaches that best suit the player and their specific needs.
AFTG creates the personal sessions, and AF Global provides the background information needed to tailor the programme. Our coaching staff have long-standing experience with players and act as points of contact. Practitioners also collaborate directly with AF Global staff whenever required to ensure sessions remain effective and aligned with each player’s needs.
Since scheduled sessions are not always enough, AFTG practitioners remain available for informal conversations. Players can drop in at any time to discuss goals or anything affecting their performance.
Players often experience situations they are not prepared for. These may involve moving somewhere new or balancing football with academic responsibilities. AF Global and AFTG aim to support players with these challenges because off-the-pitch development is just as significant as their performances on the pitch.
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Final Thoughts
Through this partnership with Ahead For The Game, AF Global ensures that mental development becomes a central part of a player’s journey. The combined programme aims to help athletes become more resilient, self-aware and prepared for new experiences. With the help of professional practitioners, AF Global and AFTG work together to support the next generation of football talent.