Recognised for years as a skilful high-calibre player in Europe, Juan Sebastián Verón’s heart has always been with Estudiantes de La Plata. Last weekend, he and the club celebrated their first league title in 15 years – this time with Verón as president, not player.
The sporting success of El Pincha, however, is not the only reason ‘La Brujita’ Verón has been in the spotlight of late.
He has also emerged as the leading opponent of the powerful Argentine Football Association (AFA), the body that governs the national game in the land that gave birth to Diego Maradona and Lionel Messi.
An icon of the La Plata side, Verón – a former national team star and Inter Milan and Manchester United midfielder – represents a different vision of football from that put forth by AFA under the leadership of Claudio ‘Chiqui’ Tapia, a man who has credit in the bank after overseeing Argentina’s World Cup triumph in 2022 on his watch.
During his first term as Estudiantes president, running 2014 to 2020 – which began just months after his retirement as a player – Verón inaugurated the UNO stadium, with a capacity of 32,500 spectators.
After serving as vice-president, he returned to the presidency in 2024.
In his executive role, the 50-year-old has been innovative in several areas, introducing gender diversity policies, modernising and professionalising the club and seeking fresh financial alternatives to strengthen the historic institution, four-time winners of the Copa Libertadores.
Political dispute – with Milei’s backing
Last year Verón promoted a mixed management model for football clubs, without fully opening the door to clubs as Sociedades Anónimas Deportivas (SAD), or privately owned sports corporations.
Most football clubs In Argentina are non-profit civil associations controlled by the members, who pay a monthly fee and have voting rights.
Verón called for new pathways to enable clubs to move beyond being purely non-profit entities.
His proposal included allowing clubs to attract fresh investment. He duly opened talks with US businessman Foster Gillett, whose spell at Liverpool in England proved controversial.
The initiative, however, failed. Despite enjoying the backing of President Javier Milei, it ran into widespread opposition from the majority of other clubs and from AFA itself.
“We held talks, but we never managed to reach an agreement,” acknowledged Verón, who made his professional debut at the club as a youngster and returned home after a successful spell in Europe, winning the loyalty of the fans.
Upon his return, Verón lifted the club’s fourth Copa Libertadores in 2009 – a feat that cemented his status as a Pincha legend. In truth, it is a label he almost inherited at birth, as he is the son of the late former striker Juan Ramón ‘La Bruja’ Verón, who played a part in Estudiantes’ other three Libertadores crowns.
But it’s not always been plain-sailing. Verón’s attempt to change the way clubs operate is not his only clash with Argentine top footballing authorities.
Showdown?
Verón was involved in an even more tense episode in November, when AFA proclaimed Rosario Central – led by another returning hero Ángel Di María – as annual league champions, a title without clear backing in the regulations.
Estudiantes then stated that there was no vote by clubs to support the designation.
To make matters worse, the two sides met just days later in the Round of 16 of the Clausura tournament play-offs. Estudiantes were ordered by the AFA to form a guard of honour for Central, the newly crowned “annual champions.”
Instead, the Pincha turned their backs as their opponents walked past. This led to disciplinary sanctions from the AFA against several players and Verón himself, who was suspended for six months from any role connected to football.
La Brujita, however, once again defied the governing body and on Saturday went to the Madre de Ciudades stadium in Santiago del Estero to support his team in the final against Racing.
Estudiantes won 5-4 on penalties after a 1-1 draw.
Barred from entering a VIP box, Verón joined the popular support on the terrace, accompanied by thousands of supporters, singing and chanting together.
After the triumph, the squad brought the trophy over to the stand – a prize that had been presented by Tapia himself, who publicly congratulated the newly crowned champions.
“It means a great deal. To be honest, I didn’t expect it – it wasn’t necessary – and I’m grateful because they kept me in mind,” said Verón later.
The idol said that the Rosario Central furore had helped the players find “a reason” to win the title, claiming their first league championship since 2010.
“It makes me reflect and realise that good things always prevail over bad ones. I keep that very close to my heart and with great certainty,” said the president of Argentina’s new champions.
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