Yerik Aubakirov, serial entrepreneur and CEO of EA Group Holding Ltd.
Two passions have intertwined in my life: soccer and entrepreneurship. I first stepped onto a soccer field as a child and played professionally for some time. Today, I’m an entrepreneur managing an investment holding in Kazakhstan and running a venture investment fund in Spain, but my passion for soccer remains and has influenced how I conduct business.
I’m convinced that the principles of building a soccer club, particularly with large organizations like Real Madrid, closely align with those of building a successful company. In fact, I’ve implemented four principles borrowed from Real Madrid in my own business. Here’s a closer look at these principles and how you can apply them to strengthen your company.
1. Team spirit beats superstars.
In sports, players may come and go, but the club always remains. I find this to be especially true of Real Madrid, and I believe it reflects a culture of success that transcends any individual. Even after legendary players or managers depart, the mentality and spirit of the club seem to remain the same.
Preserving your identity and organizing the transfer of principles and spirit from veterans to newcomers is also important in business. From the beginning of my entrepreneurial journey, I’ve focused on finding talented specialists who could function well in a team. When our employee count exceeded 50, we began fostering a culture where star employees don’t compete but rather strengthen the team. This involves encouraging knowledge transfer from executives to line staff and promoting cross-functional collaboration. When launching new projects, leaders should involve colleagues from related departments with relevant experience.
I’ve found that this strategy not only facilitates knowledge-sharing but also optimizes resources—saving both time and money. It also helps preserve your company’s spirit as the newcomers are energized by the seasoned experts and can later pass on that energy to the next wave.
2. Innovate without losing your soul.
Real Madrid maintains deep respect for its heritage while constantly evolving. From my observations, the club has done an excellent job of modernizing its business operations, diversifying revenue streams and embracing digital transformation without losing sight of its identity.
Similarly, I believe it’s important for businesses to balance innovation with maintaining their signature approach. For example, my company’s initial investment strategy only involved investing in companies with active participation. Later, we realized that while this provided advantages, it also limited our potential. This led to the creation of our venture capital division, allowing us to invest in companies without direct management control. This strategic shift helped us expand our portfolio, diversify risks and positively impact the number of successful projects in our market. But we still meticulously selected projects as if we were going to develop them ourselves.
The world is changing rapidly, so it’s important to continually adapt and look for new tools and knowledge. However, don’t lose who you are in the process.
3. Think global, but stay local.
Real Madrid has become a global brand, attracting fans from around the world while never losing its Madrid and Spanish essence. The club balances expanding internationally with preserving its roots. This helps them appeal to both local fans and a global audience.
Similarly, businesses can expand globally while remembering their roots. When my company opened an investment fund based in Madrid, we didn’t forget our local Kazakhstani projects. By supporting local charities, cultural initiatives, educational conferences and more in your home area, you can maintain authenticity even while attracting a more diverse audience through international expansion.
4. Exercise strategic patience.
Real Madrid’s president Florentino Pérez had long expressed his desire to sign Kylian Mbappé. But for a long time, this wasn’t possible. When Mbappé’s contract with Paris Saint-Germain (PSG) was expiring, Real Madrid was ready to sign him, but PSG extended the deal with a salary offer he couldn’t refuse. What did Real do? They didn’t try to buy him out or raise the price. Instead, they waited, and roughly a year later, they finally signed Mbappé as a free agent on a five-year contract.
How does this apply to running a business? In my experience, it’s often better not to make hasty decisions but rather to wait, analyze the situation and act at the right moment. For example, you may be tempted to invest in dozens of companies from different sectors instead of sticking with your primary mandate, or to grab up an enticing project whose conditions don’t quite suit you at this time. Instead of submitting to market pressure, stick to your principles and wait for the right moment to act.
My experience has shown that haste is not a business leader’s friend. Often, patience and loyalty to strategic vision pay off with significantly greater benefits in the long run.
Final Thoughts
The journey from the soccer field to the boardroom may seem distant, but I’ve found these lessons from sports to be universal. Building a business on a solid foundation of values isn’t just an ethical approach—it’s an effective strategy for achieving sustainable success. By remembering this, you and your company can go beyond achieving short-term results to becoming an organization capable of leaving a lasting legacy.
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