How the pre-season training for League club coaches and staff took place

As in the previous year, the training was divided into two separate tracks – one for team coaches and another for press and marketing staff of football centers. The first track was conducted by experts from the League’s sports analytics unit, while the second was led by specialists from the media and marketing department.

At the same time, both tracks included several shared topics. Introductory speeches by the heads of the Sports Analytics Unit, the competitions department, and the media and marketing department – Bauyrzhan Sagyndyk, Kuandyk Yermekbayev, and Anton Lyssyak – were aimed at giving club staff a comprehensive understanding of the key processes for the upcoming season.

The sports analytics track featured overview lectures from League experts.

Tamara Akhmetali spoke about the importance of the role of a sports psychologist. Starting from last season, all teams competing in League A of the Freedom QJ League are required to have a sports psychology specialist on staff. The best psychologist is recognized with an individual award at the annual QJL Awards ceremony.

The League’s analytics team also delivered presentations on the FF Manager digital platform and a joint project with Freedom Telecom and Big Bro to introduce “smart” cameras into the training and competition process.

The “Player of the Future” and “Coach of the Future” programs, launched last season to provide targeted support for talented players and specialists, will continue this year. Introductory sessions on these programs were conducted by Alexey Shchigolev and Alexander Knyazev.

Zhanna Malgazhdarova also presented the goals and objectives of the Sports Analytics Unit for the Freedom QJ League W season.

Evgeniy Yarovenko also took part in the introductory lecture of the SAU track. The expert analyst urged managers and coordinators to strictly fulfil their duties in accordance with the regulations — for the benefit of the overall development of youth football in Kazakhstan.

Deputy Executive Director of the League Yury Voropaev provided specialists with additional explanations on the specifics of working with digital tools and answered their questions.



Within the second track, media and marketing coordinator Assanali Ashimov outlined the season’s regulatory requirements, the championship among marketing and press departments, and the parent committee. Former League SMM manager Assem Akhmet (now head of this function at Shakhter) shared insights into managing social media in youth football.

Partnership manager Daniil Pichkarev explained how the joint support program with Freedom Bank will operate. Players holding co-branded cards will receive a bonus of 75 tenge in Freedom’s investment currency for every minute played in League matches. These funds can be used like real money for purchases, transfers, mobile payments, and more.

The program also featured guest speakers. Nikolai Prilutskiy (futsalkazakhstan) demonstrated tools for developing sports media using futsal coverage as an example, while Kseniya Orlova, Head of Brand Experience and Special Projects at Okori Group, delivered a lecture titled “Why brands are interested in working with clubs.”

The media and marketing track concluded with an interactive session: participants formed teams and applied their theoretical knowledge in practice. A jury of four experts selected the top three teams, awarding them bonus points in the media and marketing championship.