The Hidden Challenge of Retention Before U9
Talent identification in English football begins remarkably early sometimes as young as five or six. Yet under the Elite Player Performance Plan (EPPP), formal registration with professional academies cannot occur until the Under-9 (U9) season. This creates an extended pre-academy window, typically two to three years, where players are effectively “free agents.”
During this period, clubs compete for young talent without the security of a signed commitment. Children can train with multiple clubs, parents can change course at short notice, and the line between engagement and retention blurs.
Recruitment strategies have traditionally focused on efficiency and accuracy: spotting players early, moving fast to invite them in, and making sound judgements about ability and potential. Yet speed and precision alone do not guarantee loyalty. The real challenge is not just finding players it’s keeping them engaged and connected until registration.
This is where belonging the psychological experience of being accepted, valued, and connected becomes the bridge between early identification and long-term commitment.
Defining Belonging
Psychologists Roy Baumeister and Mark Leary (1995) famously described belonging as a “fundamental human motivation to form and maintain lasting, positive interpersonal relationships.” In simple terms, people need to feel they matter.
In youth sport, belonging extends beyond being within a group. It means feeling known, supported, and emotionally safe within a sporting environment. Brené Brown (2017) distinguishes between “fitting in” — changing who we are to be accepted — and “true belonging,” which requires authenticity and shared values.
Within pre-academy football, belonging is visible when a player sees the club as part of their identity, when parents trust the environment, and when relationships are genuine rather than transactional.
From Recruitment Speed to Retention Depth
Across most academy systems, early recruitment is guided by three principles: identify early, act decisively, and recruit accurately. These principles are vital for ensuring access to potential talent before rivals do.
However, while these approaches are excellent for finding players, they are less effective for keeping them. The true challenge in the pre-academy years is sustaining engagement once the initial excitement of selection fades.
Belonging bridges that gap. Once a young player and their family enter a development environment, what sustains them is no longer the pace of recruitment but the depth of relationship. Belonging transforms early engagement into long-term commitment because it is the emotional continuity that ensures connection outlasts competition.
Belonging as a Retention Mechanism
Belonging strengthens four core psychological dimensions identified in Self-Determination Theory (Ryan & Deci, 2000):
- Relatedness – the need to feel connected to others.
- Autonomy – the sense of having a voice and ownership.
- Competence – belief in one’s growing ability and progress.
- Purpose – the understanding of why one’s contribution matters.
When these needs are met, intrinsic motivation flourishes. Players show up more often, stay longer, and are more resilient in the face of setbacks.
Equally, belonging influences families. Parents who feel respected and informed are less likely to move their child to rival environments. Retention becomes less about obligation and more about shared belief.
Lessons from High-Performance Cultures
Few organisations have cultivated belonging as deliberately as the New Zealand All Blacks. Their “whānau” (family) culture ties every player to a lineage that stretches beyond the field. Rituals like the haka, cap presentations, and even “sweeping the sheds” — where senior players clean the changing rooms — reinforce humility, equality, and shared identity (Kerr, 2013).
This model demonstrates a key truth: belonging and performance are not opposites. In fact, connection breeds accountability. Players who feel they belong are more willing to work harder for each other and uphold the group’s standards.
In football, the same principle applies. When belonging is embedded early, it strengthens not just retention but the mindset required for elite performance later.
A Broader Literature of Belonging
The concept of belonging is rich and multi-disciplinary. Brené Brown’s (2017) work on vulnerability emphasises courage and authenticity as prerequisites for connection. Sarah Westfall (2020) reframes belonging as an act of invitation something we create by making space for others.
Mia Birdsong (2020) explores belonging as community care, sustained through reciprocity rather than individualism. Tessa McWatt (2019) writes about identity and representation, showing how inclusion depends on visibility and respect.
Lindsey Pollak (2019) highlights the role of communication across generations critical for academies engaging both young players and parents. Kara Richardson Whitely (2015) connects belonging to attachment and narrative identity: people stay when they feel part of a story that makes sense of their journey.
Together, these perspectives show that belonging is not simply emotional comfort it is structural empathy: the alignment of systems, values, and relationships to make people feel seen and valued.
Why Belonging Matters Beyond Retention
Belonging influences every dimension of player development. Emotionally secure players learn faster, communicate better, and recover more quickly from mistakes. Families who experience belonging become advocates, enhancing reputation and word-of-mouth trust.
Culturally, belonging reinforces welfare. When players feel psychologically safe — a concept pioneered by Amy Edmondson (1999) — they take creative risks, ask for feedback, and contribute ideas. It’s the opposite of fear-based compliance.
Ultimately, belonging strengthens the human foundation of high performance. It ensures that when the technical and tactical demands intensify, players have the emotional resilience and support networks to thrive.
Personal Reflection – Why Belonging Endures
My own professional journey spans law, strategic communications, and football. In each, I’ve seen the same truth: people engage most deeply where they feel they belong.
In law, belonging is trust between client and counsel. In communications, it’s the shared language between message and meaning. In football, it’s the invisible thread that keeps young players and their families connected through uncertainty, competition, and change.
Belonging before the contract isn’t sentimental; it’s strategic. It’s what turns early identification into enduring development. When players feel seen, parents feel respected, and coaches feel aligned, retention becomes the natural outcome of connection.
Conclusion
Pre-academy football is where futures begin. Yet without belonging, early potential often drifts away before it has the chance to mature. The evidence from psychology, sociology, and high-performance culture is clear: belonging fuels motivation, resilience, and loyalty.
As the landscape of youth football continues to evolve, belonging offers a timeless advantage. It is the foundation not only of retention but of humanity in the game.
“The measure of a great academy isn’t how early it finds players, but how deeply it connects with them before they ever sign.”





