You Can’t Change The Past! Atalanta CEO Tells Lookman What He Must Do To Return To Starting XI

Ademola Lookman’s Situation At Atalanta Has Taken Another Twist After Being Left Out Of The Squad For The Champions League Clash Against Paris Saint-Germain. While Fans And Analysts Question His Ongoing Exclusion, Atalanta’s CEO Has Delivered A Clear Message To The Nigerian Forward: “You Can’t Change The Past, But You Can Work Hard To Shape Your Future.”

Lookman’s Recent Struggles

The Super Eagles Star, Who Was Instrumental In Atalanta’s Europa League Success Last Season, Has Found Himself Out Of Favor Under Coach Ivan Juric. Despite His Goal-Scoring Ability And Flair, Lookman Has Been Benched Or Dropped In Several Key Matches.

The CEO Acknowledged The Frustrations But Stressed That The Path Back Into The Starting XI Is Simple – Discipline, Consistency, And Hard Work In Training.

The CEO’s Challenge To Lookman

According To Reports In Italy, The Atalanta Chief Told Lookman:

“You Can’t Change What Has Already Happened. But You Can Focus On Improving Every Day, Show Determination, And Convince The Coach That You Deserve Your Place Back.”

This Statement Suggests The Club Still Value Lookman Highly, But Expect A Greater Level Of Professionalism And Impact On The Training Ground Before Trusting Him Again In Big Matches.

Why This Matters For Atalanta

Atalanta’s Attack Has Struggled For Creativity Without Lookman. His Ability To Break Lines, Beat Defenders, And Score Goals Was A Key Part Of Their Tactical Identity Last Season. With Champions League And Serie A Fixtures Piling Up, His Absence Could Prove Costly If Not Resolved.

For Sports Marketing, Lookman’s Story Carries Another Layer – Star Power On The Sidelines Means Lost Commercial Momentum. Clubs And Brands Need Their Big Names Active, Not Watching From The Stands.

What Lookman Must Do Next

1. Raise Intensity In Training: Show The Coaching Staff That His Attitude Matches His Talent.

2. Minimize Errors: Avoid The Costly Mistakes That Led To Loss Of Trust.

3. Stay Professional: Use His Marketability And Fan Support As Motivation Rather Than Distraction.

4. Seize Opportunities: Even If Used As A Substitute, Performances Off The Bench Could Force His Way Back Into The XI.

Final Takeaway

Ademola Lookman’s Exclusion From Atalanta’s Starting Lineup Has Sparked Debate Among Fans And Analysts. But The CEO’s Message Is A Reminder Of Football’s Harsh Reality – Past Glory Doesn’t Guarantee Future Starts. For Lookman, The Road Back Into The Starting XI Depends On Hard Work, Discipline, And Proving His Value All Over Again.

For Sports Marketers, This Is A Case Study In How Quickly Narratives Shift – From Hero To Question Mark – And How A Strong Comeback Can Be Even More Powerful For Branding.

Sports Market International Will Keep Following Lookman’s Story – On The Pitch And Across The Sports Marketing Landscape.