chico ramos
Chairman
Former SL Benfica professional football player and goalkeeper, Chico brings a unique combination of elite athletic experience, extensive expertise as an elite sports development coach, and a strong academic foundation. He holds a Bachelor of Honours degree in Football Business and a UEFA B Coaching Licence.
As Business Development Director at Happy Football, Chico applies his strategic knowledge and extensive experience to support organisational growth, develop new opportunities, and strengthen the relationship between sporting performance and sustainable business development.
With a robust background as a Sporting Director and Head Coach, Chico has developed a versatile leadership profile encompassing operations management, strategic planning, talent development, and sporting performance. His leadership philosophy is centred on creating high standards, developing people, and building effective structures that enable clubs, athletes, coaches, and organisations to achieve long-term success.
Chico states:
“My leadership focuses on operational excellence, strategic planning, and talent development. I am a versatile and determined professional, dedicated to elevating the standards of clubs and organisations through education, rigorous management, and a business-oriented approach to sport.”
As Chairman of Sport Luton & Beds, Chico provides strategic leadership with a clear focus on developing sport at every level and creating meaningful opportunities for people within the local sporting community. His vision is to help build stronger pathways for young athletes, coaches, clubs, and sporting organisations, while promoting education, inclusion, professional standards, and sustainable development.
Drawing on his experience within professional football and sports management, Chico is committed to connecting elite sporting knowledge with grassroots opportunity. He believes that strong leadership, effective governance, education, and investment in people are fundamental to creating a thriving sporting ecosystem.
Through his role as Chairman, Chico aims to help position Sport Luton & Beds as a respected and forward-thinking organisation, supporting the growth of sport across Dunstable, Luton and Bedfordshire and creating a lasting positive impact on the next generation.
TONY SOARES
Technical Development Director & Head of Football Development — Sport Luton & Beds
Tony Soares is a highly experienced football development professional with over 25 years of experience across all levels of the game. As Technical Development Director and Head of Football Development at Sport Luton & Beds, Tony provides technical leadership across the organisation, with a particular focus on mini football, early-years development, and creating positive pathways into the game for young children.
A highly qualified football specialist, Tony possesses extensive expertise in modern coaching methodologies, age-specific player development, and performance frameworks aligned with official football standards. His experience enables him to design and implement structured development programmes that are appropriate to each stage of a player’s journey, from their first introduction to football through to more advanced levels of development.
A significant area of Tony’s expertise is sports psychology, with practical training and experience focused on mental resilience, emotional development, confidence, and player well-being. He strongly believes that these areas are just as important as technical ability when developing young people through sport.
At Sport Luton & Beds, Tony has a particular passion for mini football and early-years participation, including programmes designed for toddlers and children experiencing football for the first time. His approach is centred on creating an environment where children can develop fundamental movement skills, coordination, confidence, creativity, and ball familiarity while discovering a genuine enjoyment of the game.
Tony believes that football development should begin with the whole child, rather than focusing solely on performance. Throughout his career, he has developed structured programmes that bring together technical, tactical, physical, psychological, emotional, and social development, while also promoting discipline, respect, responsibility, and a healthy academic balance.
His philosophy is built around the belief that the early stages of a child’s sporting journey should provide strong foundations for both football and life. By creating positive experiences at a young age, Tony aims to help children develop the confidence, character, resilience, and love of sport that can remain with them throughout their lives.
As Technical Development Director, Tony also plays an important role in establishing and maintaining consistent coaching standards and development principles across Sport Luton & Beds. He works to ensure that players are supported through a clear and progressive pathway, while coaches are equipped with the knowledge and frameworks required to deliver high-quality, age-appropriate football development.
Tony’s vision is to help make Sport Luton & Beds a leading centre for football development across Dunstable, Luton and Bedfordshire, providing accessible, structured, and enjoyable opportunities for children from their earliest introduction to the game.