This Wednesday, when Real Madrid took the field against Bayern Munich at the Santiago Bernabéu, José Ángel Sánchez (Villacastín, Segovia, 1967) could see how seven of the eleven starting players had been his bets. Officially, the position he holds is that of General Manager, although, in reality, he has been working as Sporting Director for some years now. He hires, sells and places his bets on the players who are giving such good results to the Spanish team together with the president, Florentino Pérez. However, it is rare that his name or his initials – JAS, as he is known – appear in the media. He shies away from the spotlight despite being practically the most influential person in what is considered the best football club in the world.
Any club, committee, federation or entity has shadow workers whose work is key to success. In a club as mediatic as Real Madrid, it is especially striking that JAS has never appeared after a track record of 7 Champions League titles and 9 La Liga titles. He has more titles than Florentino Pérez, who signed him from Sega in 2000 to make him the marketing director of Real Madrid. His intelligence and ability to stay ahead of events enabled him to make profitable signings at the beginning of the century, such as David Beckham, Figo, Ronaldo and Zidane. It was he who established the current marketing philosophy in the Chamartín team.

Rodrygo, Vinicius and Camavinga celebrating a goal in the Champions League. (Will Palmer/SPP/Shutterstock)
His work was so remarkable that even when Florentino Pérez left Real Madrid in 2006, the new president, Ramón Calderón, not only ‘kept’ him, but promoted him to General Manager. Under Calderón he continued to grow within the club and win titles. And when Florentino Pérez returned to the presidency in 2009, he definitively became his greatest supporter.
MUCH TALENT BEHIND HIS MADRIDISMO
Very madridista, his deep intelligence is joined by other gifts such as having an excellent dialogue, he is persuasive, educated, extremely cultured, visionary, strategist, with a great sense of humor … Qualities and talent that have helped Florentino Pérez to accept his idea of signing young players (also because of the economic factor and after seeing the arrival of exorbitant transfers) such as those who today reign at the Bernabéu -Vinicius, Rodrygo, Bellingham, Tchouameni, Valverde…- and also for each of these signings to come to fruition. Incidentally, the scout Juni Calafat, who has a deep knowledge of countless leagues, especially the Brazilian one (Endrick is the next to arrive at the White House) and with whom he makes a winning tandem, is fundamental in this task.
Mus player, flamenco lover and a very close person. That’s JAS, a key player in a football team that on June 1 will play its 18th UEFA Champions League final, the eighth for José Ángel. Whatever happens at Wembley, his name will not appear in the next day’s newspapers.