Norwich City are increasingly focusing on South America as a vital part of their recruitment strategy, largely due to the efforts of full-time scout Frederico Fortes. Fortes recently shared insights into the club's operations in this dynamic market, a priority since Stuart Webber took on the role of sporting director. Read more about Gore Rejects Norwich Move, Stays Loyal to Rotherham.
Following Brexit, Norwich adapted their scouting methodology, implementing a data-driven model that has begun to yield significant results. The summer of 2022 marked a turning point with the signings of Gabriel Sara and Marcelino Nunez. Both players faced initial challenges but soon demonstrated their capabilities on the pitch.
Sara's performance under manager David Wagner was particularly noteworthy. He finished the 2022/23 season with 11 goal contributions, earning the title of Player of the Season. His impressive form continued into his second season, where he recorded 27 goal contributions in 53 appearances, culminating in a remarkable £20 million transfer to Galatasaray. Read more about Whittaker Targets Success as Stirling Albion Manager.
Nunez's journey, however, has been more complex, with injuries hampering his early tenure. He eventually found his rhythm under Johannes Hoff Thorup before making a controversial £10 million move to Ipswich Town last summer.
Despite these successes, concerns arose regarding Norwich's ongoing commitment to scouting in South America, especially after a lack of first-team signings from the region in recent transfer windows. Lee Dunn, the club's head of recruitment, reassured fans in an interview with The Pink’un that both Fortes and another full-time scout remain actively engaged in South American markets. Read more about Toure Targets World Cup Spot After Stunning Norwich Start.
Fortes, who has led scouting operations across South America since his appointment in January 2024, outlined his approach during a recent interview with Brazilian channel Canal do Frossard.
"I have free will, and I'm easy-going. My boss lets me make my schedule because he knows I know the market," Fortes stated. "We monitor all South American leagues and markets, and I divide my time like this. One week I’ll only watch Brazilian football; the next I’ll catch games in Colombia, Ecuador, and Paraguay."
He highlighted the importance of his annual visits to England, particularly leading up to the summer transfer window. "That's when we can sit down together and analyse everything at the table and discuss the names that stand out and whether they would fit in."
Fortes's recent trip coincided with Norwich's 2-1 victory over Derby County, providing an ideal opportunity to discuss potential signings as Philippe Clement's squad seeks to enhance its attacking options.
"The recruitment team will be tasked with primarily adding attacking additions to Philippe Clement's squad this summer, fitting the profile he demands," he elaborated, emphasising the collaborative effort involved in scouting.
He added, "I have to consider two important issues: the coach's playing style and what the coach needs, but also how the player would fit into the league." Fortes noted, "What I see most towards England is the physical aspect. Unfortunately, football has changed, and today it is much more about physical intensity and competitiveness rather than capability and technique."
Fortes stressed the necessity of balancing technical skills with physical attributes when assessing potential signings. "If a player has technical ability and stands out physically, he is going to go far. But I don’t just like working with numbers or data. You have to use the numbers to filter through a large pool of players one by one."
Additionally, he pointed out the importance of understanding a player's temperament and adaptability. "I need to see them live because I need to understand how they will excel in a more competitive game or an away game. If we are analysing a youth player and he starts attracting attention, how will he react? If the crowd starts booing him, how would he respond? We need to understand the atmosphere as well."
Fortes is also mindful of the social integration of players, stating, "If I don’t do it, the club won’t hire me. I must investigate socially what life is like for the athlete, so I go on social media. I start searching to see if he is dating, what the family is like, and what his family environment is like." He added, "The culture out there (England) is cold. You have to think, will he perform there?"
Norwich City aim to emulate Brighton's success in South American recruitment, having notably developed talents like Moises Caicedo and Alexis Mac Allister before selling them at considerable profit. "Norwich are a second division team that needs to resell players. When I recommend a player, he needs to have the ability to reach the Premier League because we are aiming for promotion," Fortes remarked.
He acknowledged the difficulties associated with the club's fluctuating status but remains optimistic. "They call it a yo-yo team. But we also need to show players that if they get there and perform, they can also be sold on, like Gabriel Sara, for example."
Fortes further clarified his recruitment strategy concerning player age and resale value: "The maximum age of a player we recruit is 24, due to resale value. Up until then, I can target players as young as 17 or 18."
As Norwich strive for promotion and survival in the Premier League, the pressure mounts. "The players we recruit have to be able to step up and handle it. It gets more difficult, and our budget isn't that high."
Reflecting on past scouting experiences, Fortes noted some missed opportunities, including Alysson, who moved to Aston Villa after Norwich opted against a £6 million deal. "I really liked Alysson, but they didn’t want to pay because he wasn’t playing much. Then he started playing and went to Aston Villa for £12 million."
He also mentioned Diego Gómez, whom he recommended but who ultimately signed with Brighton. "It wasn’t possible at that moment. In the end, he went to MLS, and now he is at Brighton & Hove Albion."
Despite these setbacks, Norwich did secure a promising signing in January with Ali Ahmed from Vancouver Whitecaps, a move in which Fortes played a crucial role. "Yes, we just made that signing in the winter window. We were short in those areas; we needed him," he confirmed, adding that the club's staff consistently cross-check players across various markets.
Fortes's journey with Norwich began when he volunteered for the club in 2019, allowing him to build invaluable connections, including with former assistant head of recruitment Mariela Nisotaki, who was pivotal in bringing Gabriel Sara to the club.
"I know which scout carried out the entire scouting process for Gabriel Sara, along with Mariela Nisotaki, who is now the talent manager for Southampton," he recalled. "At the time, he was a player few were backing, even at São Paulo, to eventually reach the Premier League."