San Lorenzo began a new institutional era and selected a figure with a special connection to the club to lead one of the most important areas of its sporting structure, which is being reshaped by the new administration headed by Marcelo Culotta.

Guillermo Franco returned to the Boedo-based club to take over as Director of Football.

A new era for San Lorenzo

The new board began reorganizing different areas of the institution and determined that Franco possesses two fundamental qualities: knowledge of San Lorenzo’s identity and the experience gained throughout his international career.

The former Mexico international came through the Ciclón’s youth academy and made his professional debut with the Argentine club before continuing his career with teams such as Monterrey, Villarreal, West Ham, Vélez Sarsfield and Pachuca.

Guille Franco celebrates his return home

Franco confirmed his appointment through a social media post in which he recalled the importance San Lorenzo had in his personal and professional development.

The former striker emphasized that it was the institution that allowed him to begin his journey in soccer and experience opportunities that later led him to compete in different countries.

“Today I return home in a different role, with more experience, a different perspective and the same passion as always”, Franco said when announcing his appointment.

The challenge awaiting the new director

Franco’s arrival comes at a difficult time for San Lorenzo. The team fell out of contention for the league title and was eliminated in the round of 16 of the 2026 Copa Sudamericana.

Given that situation, the Copa Argentina stands as one of the club’s main opportunities to end the season with a positive result.

After a career that took him from Argentina to Mexico, Spain and England, Guille Franco returns to where it all began in an attempt to write a completely different chapter in his history with San Lorenzo.