Data application in football is increasingly a game for the rich

4 June 2019

data
Photo: Getty Images A research paper found that “technology and data improve the commercial outcomes for teams, not only by raising the sporting performance of the athletes (and thus winning more often), but also by allowing the data to be commercialised.” Pictured is Son Heung-min of Tottenham Hotspur in action with Virgil van Dijk of Liverpool during the UEFA Champions League Final.

Liverpool FC have invested heavily in data analytics.

Context is essential to understand how data can contribute. Way too many clubs use data the wrong way.

FC Barcelona are using data a lot. They have a different approach to Messi’s performances due to the use of that data.

Manchester United are an example of a club who failed in creating the right culture to allow data to move the club forward.

Henrik Lønne loenne@offthepitch.com

It is not about the amount of data; it is all about how you as a club implement the use of data in your overall strategy. And those who do it best are already part of the global elite, while many clubs lack the understanding of how to use data.

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