In 1995, he stood on the pitches of the Otten Cup as a player. As captain of Vitória, he went home with the trophy. Thirtyone years later, João Paulo Ferreira Sampaio returned to Eindhoven, this time as Academy Director of SE Palmeiras. Not only as an academy leader, but as a winner. For the fourth time in his career, he lifted the Otten Cup. A remarkable full circle was complete: from player, via coach and Academy Director at EC Vitória, to Academy Director of SE Palmeiras – and once again a tournament winner.
For Sampaio, the victory means much more than simply another trophy. “It means a lot to me. I shared my own experiences with the players and told them that you always learn a lot during this tournament, both on and off the pitch.” According to Sampaio, that learning comes not only from the high standard of the opposition. The organisation of the tournament also plays an important role. It is precisely this combination that makes the Otten Innovation Cup an experience that young players remember.
A Semi-Final to Remember
His memories of 1995 are still vivid. The sporting highlight was undoubtedly the semi-final against Ajax – a match that, more than thirty years later, remains firmly in his memory. “My best memory on the pitch from 1995 is the semi-final against Ajax. It was a very special match, especially because of the high level. We eventually won 2–0.” But Vitória’s first international trip also provided him with memorable experiences away from the pitch. At the time, it was the club’s first international trip, making the opportunity to experience a different environment and culture just as valuable as the matches themselves. That combination of football and culture is something Sampaio still considers important for his players today.
Joao Paulo Sampaio receives the Otten Cup from Brazilian star Ronaldo - Photocredits: John Claessens
From 1995 to Today’s Otten Innovation Cup
Anyone comparing the Otten Cup of 1995 with today’s Otten Innovation Cup might expect to see major differences. Sampaio, however, sees relatively few. “Actually, the differences are not that big, because the facilities were already very good back then: the hotel, the pitches, the meals…” There is, however, one area where he has seen a clear transformation: the stadium. “What has changed most is the small stadium. The entire complex has improved enormously and now looks really good, with a beautiful stadium.”
And what about the sporting level? Here too, his conclusion is clear. The standard was already high in 1995, and according to Sampaio, it still is today. The Otten Innovation Cup continues to bring together international top clubs and talented young players, giving them the opportunity to test themselves against players from different football cultures.
Learning from Different Football Cultures
For Palmeiras, international youth tournaments are therefore about much more than a series of matches. “International trips and tournaments provide us with valuable experiences in many different ways.” One important difference, according to Sampaio, can be found in the game itself. Different countries bring different tactical ideas and different tempos. The rules and the way matches are played can also vary. “We experience a higher tempo and different tactical approaches. There are also different rules, which mean the ball stays in play more and the intensity is higher.”
But what happens away from the pitch is at least as important. Players leave their familiar surroundings and encounter a different language, different customs and a different culture. That, according to Sampaio, is where an important lesson lies. “We want to adapt to the country and culture we are visiting, rather than expecting it to be the other way around.” That approach fits with Palmeiras’ broader vision. International tournaments provide not only a sporting platform, but also an opportunity to strengthen the club’s international profile. Palmeiras can introduce itself to new football fans while also connecting with supporters living outside Brazil.
Not Just a Footballer, but a Person
Sampaio recognises a lot of himself in the current generation of Palmeiras players. At the same time, he emphasises that every generation is different. “I recognise a lot of myself in these players, but at the same time, we are talking about a completely different era and a completely different generation.” That is precisely why the Palmeiras staff encourage the players to consciously take in the experiences they are having. Not only the results or their performances on the pitch, but everything that happens around them.
One striking example is the deliberate restriction of mobile phone use at certain moments. “We want them to look around, discover new things and consciously experience where they are at that moment, rather than constantly being focused on the people back home or on social media.” It sounds simple, but it reflects an important part of Sampaio’s philosophy: young players should not only learn to become better footballers, but also develop as people.
Joao Paulo Sampaio as head coach of EC Vítoria with 2004's Otten Cup - Photocredits: personal archive Joao Paulo Sampaio
From Player to Academy Director
That philosophy takes on even greater meaning when looking at Sampaio’s own career. In 1995, Sampaio was captain of the EC Vitória Under-19 team. He later returned to the Otten Cup as a coach in 2004. In 2006, he was back again, this time as Academy Director of EC Vitória. That same year, current PSV head coach Jasper Waalkens also featured in the tournament as a player for PSV U19. After a thrilling final, EC Vitória eventually claimed the title on penalties. Now, years later, Sampaio is back on the podium once again. Not as a player or coach, but as the person responsible for the youth development programme at Palmeiras.
His career perfectly illustrates the message he wants to give young players: always continue developing yourself and look beyond football alone. “My message to young players is that they should always continue to focus on their education and development outside football.” There is no theory behind that advice. Sampaio speaks from personal experience. His playing career ended at just 22 years of age. He then chose a different path within football: first as a youth coach at EC Vitória, then as the club’s Academy Director, and eventually as Academy Director of SE Palmeiras.
“Many players will ultimately not have a professional football career, or will stop playing at a young age. That is why it is important to prepare yourself for other professions, or perhaps for another role within football.” His own career demonstrates that a football career does not necessarily end when a player hangs up his boots. Sometimes, that is when a new chapter begins. “The reason I am able to do this job today is because I continued to develop myself and never put my studies aside.”
Academy director Joao Paulo Sampaio (left) with the SE Palmeiras staff, winners of the 76th Otten Innovation Cup
A Remarkable Full Circle
Sampaio’s fourth Otten Cup triumph therefore carries an extra dimension. In 1995, he came to Eindhoven as a young player and experienced international youth football and a different culture for the first time. Thirty-one years later, he returned as an experienced academy leader, responsible for one of Brazil’s most renowned youth development programmes.
His role has changed completely in the years since, but the value of the Otten Cup remains the same for him: challenging young players, introducing them to different football cultures and giving them experiences that extend far beyond the 90 minutes on the pitch. Perhaps that is the most beautiful parallel between the player of 1995 and the Academy Director of today. Back then, Sampaio came to Eindhoven to play football and learn. Now, he returns to pass on his own experiences to the next generation. And once again, he goes home with the title.
Special thanks to Nick de Groot for his support throughout the tournament and for assisting as an interpreter.