Tipping the Chessboard: Sergio Conceicao Takes the Helm at Al-Ittihad
8 October 2025
Al-Ittihad announced the appointment of Portuguese manager Sergio Conceicao, formerly of Milan, to lead the first team in the upcoming period.
The club shared a video on X featuring the coach speaking while playing a game of chess, a visual that underscored a tactical mindset for the new era in Jeddah.
Conceicao spoke to the camera: "Victory is not a choice, but a trait that defines us; rivals change, allies are defeated, but the champion remains constant."
"I am Sergio Conceicao, I came to build glory with Al-Ittihad," the coach added, signaling ambition for trophies ahead.
The Change in Jeddah
The appointment follows the decision to part ways with Laurent Blanc after a series of disappointing results. Al-Ittihad began the current campaign with a Saudi Super Cup semifinal loss to Al Nassr, then fell to Al Ain in the opening AFC Champions League match, and were beaten 0-2 by Al Nassr in a high-profile league clash, leaving the team near the top of the table but with work to do.
Blanc had been in charge since summer 2024 on a contract through June 2026. In his first season, the team played 46 matches across all competitions, winning 35, drawing 5, and losing 6, a win rate of about 76%.
Under Blanc, Al-Ittihad boasted a strong home record in Jeddah, going 22 league matches without defeat before the latest setback.
Contract Details and Staff
Reports indicate Conceicao agreed to a two-and-a-half-year contract to coach the first team. He is set to arrive in Jeddah soon with a complete coaching staff of six assistants: Joao Costa, Siramana Dembele, Fabio Mora, Diamantino Figueiredo, Vedran Runji, and Eduardo Oliveira.
The accompanying technical team includes Joao Costa and Siramana Dembele as assistants, Fabio Mora as an analyst, and Diamantino Figueiredo with Vedran Runji to train goalkeepers, alongside Eduardo Oliveira as performance analyst.
A Glimpse at Conceicao’s Journey
Conceicao brings a rich coaching résumé spanning roughly 15 years. After serving as an assistant at Standard Liege (2010-2011), he began his head coaching career with Olhanense in 2012, later taking roles at Porto, Braga, and Vitória de Guimarães among others in Portugal, often for stints of one season.
His breakthrough came with Porto, where from 2017 to 2024 he steered the club to 11 titles across 368 matches (265 wins, 48 draws, 55 losses). Porto’s goals tally under his watch reached 803 with 317 conceded. He earned multiple Coach of the Month honors and was named Best Coach of the Season in Portugal in 2018, 2020, and 2022. His Porto chapter ended with his departure in 2024, shortly after renewing his contract through 2028.
The Milan Chapter
After Porto, Conceicao enjoyed a short break before taking over Milan in December 2024, following Paolo Fonseca’s exit. He led Milan to win the Italian Super Cup, defeating Juventus in the semi-final and Inter Milan in the final, but the campaign ended on a sour note with a Coppa Italia final defeat to Bologna and an eighth-place finish in Serie A, denting European ambitions. Milan replaced him with Massimiliano Allegri later on.
In his 31 matches with Milan, Conceicao registered 16 wins, 5 draws, and 10 losses; Milan scored 50 goals and conceded 36 under his tenure.
In short, Conceicao’s proven track record makes him a bold, ambitious choice for Al-Ittihad as they chase domestic titles and continental glory in the seasons ahead.
Punchline 1: If victory isn’t a choice, Conceicao will treat defeat like a chess problem—checkmate the board before it checkmates you.
Punchline 2: In Jeddah, even the coffee is tactical; it comes with a training plan and a formation flair.
