Sonia Diaz, the smile of ASM

In high demand since Didier Deschamps’ departure, Sonia Diaz has a busy schedule. With disarming simplicity and kindness, the charming communications director of AS Monaco nonetheless agreed to answer our questions.

Sonia, the French know you a bit from your experience as a consultant on Sunday Team, on Canal+. But ultimately we don’t know much about your background…

My background is quite atypical. I arrived in France nine years ago with a master’s degree in economics. I was working in a large cosmetics company in Madrid when I was transferred to Sophia-Antipolis, where I learned French. Then after three years I went to London. There, my employer told me that I wasn’t cut out for accounting, but for marketing, so I took the plunge (editor’s note: Sonia speaks four languages fluently). I then returned to the Côte d’Azur, where I worked in organizing sporting events. That’s where I met Hervé Mathoux, who was looking for people to talk about football from their country of origin for Sunday Team on Canal. Eventually, I arrived at ASM thanks to Fernando Morientes, who asked me to be his translator, and thanks to Michel Pastor, who trusted me to take the position of communications director.

Tell us about this meeting with Fernando Morientes

We crossed paths at the famous match against La Coruña (8-3). He had just signed with ASM, but he was in the stands, in the company of his friend Raul. He came up to me because he had seen me on television, and he asked me if I wanted to become his translator. He really wanted to make himself understood by journalists. I agreed to do it, in addition to my work, and we became friends.

What is your role today within AS Monaco?

I am in charge of the club’s image. I manage advertising campaigns, posters… ASM has made considerable progress in recent years in terms of communication (Internet, relations with supporters…). It is one of President Pastor’s priorities, who quickly understood all the benefits of good communication.

What are your relations with supporters today?

Relations between the club and its supporters have also improved in recent years. I want to point out that all the credit goes to President Pierre Svara, who did enormous work in this regard during the year of the Champions League final. Michel Pastor picked up the torch, and relations have remained good, particularly with the Ultras. In another area, we are offering a much wider range of merchandise than before.

How do ASM players behave with you?

For them, I’m a bit like the big sister, at 36 years old. I am of course close to the Hispanic players (Chevanton, Perez, …), but all the guys are lovely. I also often organize parties with the wives of players to strengthen bonds. The pace of life of a professional player is not easy to bear…

How did you react to Didier Deschamps’ departure?

With Didier, we were very close. He experienced many championships and I worked in different countries, we were often on the same wavelength. His departure was a shock to me, I didn’t expect it at all. It took me two weeks to realize. I had prepared myself for everything except that…

Since then, rumors claiming that you might follow suit have circulated. What do you think about that?

In people’s minds, my image is associated with Didier’s. As I say, his departure surprised me, it was a bombshell. It’s difficult to continue without him. For now I’m here, and I love what I do. But I may resign on a whim, it’s in my nature.

What impression did the new coach, Francesco Guidolin, make on you?

He arrived in a very humble way, with attitudes that were the opposite of those of a star. He is aware that he is not known in France, and that he will have to work and get results before he can speak. For example, he wanted to close all the week’s training sessions, but I told him that it was only done before matches. He told me “Sonia, continue doing as you usually do, we’ll see all that in two weeks”. Finally, he is making a lot of effort to learn French quickly.

Nicolas Pelazza