A month after hanging up his cleats, Andrés Iniesta is still a player in the soccer world.
Except it’s no longer from the middle of the field, where he spent the lion’s share of a sparkling career weaving his magic for Spain and Barcelona. This time, Iniesta will be shaping the game from an executive position after becoming the co-owner of Danish third-division enterprise Helsingør.
The acquisition happened through Iniesta’s sport and entertainment brand Never Say Never, alongside real estate investment company Stoneweg, with the pair buying most of the 19-year-old club’s shares. Based in the Scandinavian country’s northeast, just across the water from Sweden, the team sits seventh in a 12-strong division after 15 league games.
While there’s a sense of surprise, with Iniesta making the move so soon after ending his playing days in the UAE with Emirates Club, negotiations between Iniesta’s company and Helsingør began as early as April (Danish), according to the Danish outlet Tipsbladet. Now, the 40-year-old is fresh from experiencing the Helsingør training base firsthand.
Although his playing days are over, Iniesta remains a favorite among La Roja supporters.
“The goal is to see the side improve year after year, players coming through the academy, facilities getting better, and a team people can feel proud of,” Iniesta told national channel TV2, as reported today. Exciting times for Iniesta then, but arguably more so for the young players there, who now have a legendary World Cup winner overseeing their progress in the sport.
What Barcelona Great Iniesta Brings
Famous players going on to purchase or part-control clubs is hardly new. Iniesta’s former Barça teammate Gerard Pique has controlled third-tier Andorra for six years. Meanwhile, retired stars like David Beckham, Paolo Maldini, Ronaldo Nazario, and Zlatan Ibrahimovic have dipped their toes into ownership. And while it requires patience before such projects click into gear, they don’t always result in roaring success.
As someone who’s already gained wealth and status in the game, Helsingør could be a fun, nothing-to-lose endeavor for Iniesta. If taken seriously, the project has legs, however. Despite not owning a club before, the Spaniard comes from Fuentealbilla, a small locality like Helsingør (although Helsingør is bigger), and understands the game outside the major cities. He also came through Barcelona’s famous youth system and will offer input on developing the youngsters.
Equally, he has a taste for business, with partnerships from Ariel detergent to Konami video games and ventures from Mikakus footwear to his native wine company, Bodega Iniesta, among his repertoire. Scandinavia’s soccer market is exciting, too. It doesn’t have the strongest leagues but produces enviable stars: Erling Haaland, Viktor Gyökeres, and Rasmus Højlund are examples. A short drive from Helsingør, Superliga outfit Nordsjælland is fuelled by the novel Ghana-based academy Right To Dream, offering a pathway for African talents.
Iniesta lacks a Ballon d’Or trophy, yet has won the World Cup, European Championship, and Champions League—claiming man of the match awards in all three—not to mention a host of domestic accolades with Barcelona. Acclimatizing to life outside the dressing room, he’s now sensing further prosperity from the director’s box.
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