Last December, Marcela Muñoz received her diploma after successful completion of the FIFA/CIES Executive Programme organised in Chile with Universidad Santo Tomás. As an iconic figure in Women’s football in Chile, here she describes her long-term efforts since 2007 to develop Women’s football with the Colo-Colo club (Club Social y Deportivo Colo-Colo) and at the national level too.
Those who meet Marcela Muñoz are immediately struck by her dynamic nature and contagious zest for life. When she talks about the eleven years spent at Colo-Colo, one of Chile’s historic clubs, her expression is radiant, her eyes are bright, and each question is answered with unbridled enthusiasm.
Can you tell us a little about yourself?
Well, I have just been awarded the UST/FIFA/CIES Executive Programme Diploma and I am proud of that. I also completed other curricula in design and management. In my personal life, I am married and have two children. Professionally, the Colo-Colo adventure started on 25th April 2007, with the mission of creating and running the Women’s football academy at the club.
What does your daily work at Colo-Colo involve?
My work covers all the tasks related to a football academy, from planning our overall strategy to sorting out all the tiny details. Each task contributes to the success of our teams. More specifically, I manage two types of player profiles among the 175 girls registered with us. Those who attend classes regularly and those who are sent to us by various institutions to help them with personal issues, which can involve all sorts of difficulties such as family conflict, obesity, suicidal tendencies or some kind of discrimination. This social aspect plays an essential role in my work. My team and I are also very pleased to have created a family environment which allows the top teams to benefit from talented younger players.
Speaking of success, what are the greatest achievements of your teams?
In the space of 11 years, we have won 13 national titles in the adult category, including ten consecutive wins. We have also won thirteen national tournaments in the U17 category and two in the U15 category. At the international level, we have also had some great success stories, in particular our Copa Libertadores win in 2012, as well as a second place in the same competition in 2011, 2015 and 2017.
What is your favourite memory on a football pitch?
Each match brings its own share of emotion. Each victory is a great moment, full of joy and inspiration. If I had to choose one specific event, I would mention our Copa Libertadores victory, when we became Latin American champions. Imagine the great moment that was! There are so many memories related to that success, but the main source of joy was seeing all our efforts, all the hard work done day after day rewarded in a top-level competition.
Do you have any other great memories to share with us?
Yes, I particularly remember a profoundly deaf-mute woman who was found guilty of delinquency. She absolutely had to find a social integration solution to avoid losing custody of her 12-year-old daughter. She asked me if her daughter could come to the Colo-Colo football academy. I admit I was a bit puzzled at first, but I accepted, and I am really glad I did. The girl turned out to be an excellent player. And on top of that, we had the satisfaction of using football as a tool to keep a family together.
How do you see the future of Women’s football in Chile, and in the world?
For a long time, the girls and I suffered from exclusion, mockery and sometimes cruel remarks. Things are gradually changing, but we are not yet on an equal footing with men. There is still a lot of work to be done. For example, in Chile there are many competent women who work, or, should I say, who fight for Women’s football. They have not yet received the rewards they deserve for their commitment and talent. In most cases, management positions are still held by men. It is a pity because women have a different vision of management, which could certainly be an asset for many sports organisations.
In other countries around the world, things are changing faster. I have fruitful cooperation with colleagues in Spain and England. In those parts of the world, the time when female players had to train on substandard football pitches merely because they were women is a thing of the past.
Why did you decide to attend the UST/FIFA/CIES Executive Programme?
It is essential to learn, in fact, to continue to learn throughout your life. Sport is changing quickly. The Executive Programme gives us essential tools we can use in many key fields of management. What more could we ask for?
What are the strong points of the Executive Programme
This is the best curriculum I have ever attended. It has many strong points. It is complete, with an astute combination of theory and practice. The international speakers open broader perspectives. I am in regular contact with my classmates and alumni from previous editions… thanks to WhatsApp, in particular. Every day, I can apply what I learned in class. Thanks to this Programme, I am more fulfilled, I believe in myself. Things I may have known before now have structure and I can use that knowledge with greater ease and confidence.
Is there a specific athlete you particularly admire?
To be honest, no. But I admire many athletes, in particular those who are involved in community projects, often anonymously. I work in stadiums almost every day and I know the difference that meeting a sports idol can make in a young life. For those who have suffered, that meeting can bring a smile, which is very rewarding. Sport and football are not only about money. They can also bring comfort to those who have been deprived of freedom, education, health and economic resources.
What are your hopes and dreams for sport and football in Chile?
We need to keep moving forward, with a focus on education and training to avoid the disastrous situations we have encountered over the last few years. A few sporting successes are not enough. We need highly-skilled managers who will lead their organisations in the long term in a spirit of fair play, integrity and respect.
To achieve that objective, FIFA should continue its training programmes, like the FIFA Master and the Executive Programme. That is how we will avoid the pitfalls of incompetence, fraud and corruption.
Any other wishes?
Maybe to write a book on the development of Women’s football at Colo-Colo. Over the years, I have collected information, statistics and photos despite the lack of interest in Women’s football. I hope that my experience will serve a useful purpose, so that I can bear witness to the progress we have made. We started out from scratch, but thanks to our enthusiasm, with a little knowledge and limited resources, we have achieved a great deal. It would be a great reward if our work could serve as an example in the region and throughout the world.