Tim Benson for FootballAgencies.com
Juventus’ latest youth recruitment is more than a promising No.9 arriving in Turin. It is also a snapshot of a growing movement in football: parents stepping into representation, getting licensed, and driving their child’s career decisions themselves.
We spoke exclusively to John Viola – Football Agent, Consultant and industry education leader, and founder of 451 Football Consultancy Ltd and JV Academy Ltd – to understand why a growing number of parents are stepping into representation, and how that shift played out in the transfer of Justin Oboavwoduo from Manchester City to Juventus.
Justin Oboavwoduo has completed his permanent move from Manchester City to Juventus, where he will begin with Juventus Next Gen – with a clear belief inside his camp that the step to the first team can come quickly.
A move built by family, not a super-agent
What makes this deal stand out is not only the destination, but who led it.
Justin’s father, Jude Oboavwoduo, wanted to be closer to his son and take genuine control of the decisions that shape a young player’s future. From timing and pathway to environment and support. To do that properly, he didn’t just “get involved”; he became licensed and professionalised his role.
That is where John Viola comes in.
Viola, a Football Agent, Consultant and industry education leader, mentored Jude through the process, helping him obtain his FIFA licence and prepare for the exam.
“Jude wanted to do this properly,” Viola told us. “Not just as a parent, but with the responsibility and standards that come with being licensed. The FIFA exam is a real hurdle, so we approached it like a professional project – preparation, structure, and understanding exactly what the role demands.”
Jude now operates through Rambo Elite, with one clear aim: to protect the long-term interests of his son and guide his career with full accountability.
“For Jude, it was about control and accountability,” Viola said. “He wanted to be close to his son, to take ownership of key decisions, and to make sure everything around Justin’s development was handled the right way.”
And when the opportunity came, this wasn’t a case of a parent watching from the sidelines. Jude and John worked the deal together, handling the move in partnership and ensuring Justin’s step to Italy was made with the right structure around him.
We asked Viola what specifically made Juventus the right next step at this stage.
“I think the answer to that is they’ve got a great history of taking players like Justin on and making them into top players,” he said.
And while there was interest elsewhere, Viola explained that Justin’s preference was clear.
“He did have options,” Viola added. “There were a number of clubs. There was a massive one in Turkey, and a couple in England (Premier League and Championship). But to be honest with you, he wanted to go abroad and that was his thing. He wanted to try something abroad.”
“This wasn’t a parent sitting in the background,” Viola added. “Jude led it as an agent and as a father, and we worked side by side to make sure the move was right – football-wise, family-wise, and for Justin’s long-term pathway.”
Why more parents are becoming agents
There is a new wave of parents emerging in football, not just highly invested, but highly proactive.
“We’re seeing more parents step into this space now,” Viola said. “They don’t just want updates, they want to understand the process, be closer to their child, and have real influence over the decisions.”
For many families, the motivation is simple: they want to be close to their kids. But it is also becoming strategic.
“Parents are realising that careers can be shaped very early,” Viola explained. “So they want to be present, they want to protect the player, and they want to make decisions with full context, not through a third party who isn’t living it day to day.”
As the pathway gets more complex and the stakes rise earlier, parents are realising that “being involved” is not enough. They want competence, structure, and the ability to act and also build a long-term plan that prioritises development, wellbeing and education, not just the next contract.
“Such a massive club, family”
John Viola described the Juventus experience as immediately reassuring for the player and his family.
“Juventus people were warm and helpful,” Viola said. “Such a massive club, family.”
Viola also believes the sporting pathway is clear.
“He will play for the Next Gen,” he added. “He should be in the first team quickly.”
Viola also shared the moment the move started to feel real for the family.
“He came on a Zoom with me when we knew it looked as if it was going to happen about a week ago,” he said. “Him and his mother were so enthusiastic, it was a big ‘wow’, big smiles, happy. As soon as he heard Juventus were serious, he was absolutely buzzing.”
It is the kind of move that captures what parent-led representation is really about: not power for power’s sake, but proximity, protection, and long-term thinking – with professional standards.
John Viola: deal-maker, mentor, and educator
John Viola sits at the intersection of the old and the new football economy.
He operates as an active football agent and consultant through 451 Football Consultancy, while building the next generation of agents through JV Academy – a structured education platform designed to help people break into the industry, including a growing number of parents who want to represent or support their children the right way.
What this means for the market
This trend won’t replace elite agencies overnight, and it won’t suit every family. The job is demanding and negotiations are a craft. But the direction is clear: Parents are becoming educated rather than staying in the dark and licensing is becoming a tool for families who want real accountability
Mentorship programs are lowering the barrier to entry for newcomers. More deals will be shaped like this one: family-led, professionally supported.
Not a new super-agent. A new type of agent entirely.
Free webinar (JV Academy)
If you’re a parent, former player, coach, or football professional looking to understand the agent industry and the FIFA licence pathway, JV Academy runs a free live training webinar on Wednesday 11th of January that breaks down the process and what it really takes to do this properly.
Click here to find out more info: https://event.webinarjam.com/0qgpoz/live/n5l8gkb8hmhvh2
