Embedding data into day-to-day operations

“I was quite relieved when I was first introduced to Off The Pitch’s data two years ago. At the time, we were preparing for the presidential transition at the club and wanted to develop a strategy that was both ambitious and realistic. But everything begins with a proper understanding of the past, especially after a few difficult seasons for Celta Vigo, both on and off the pitch,” says board member Miguel Álvarez Rey.

In late 2023, Marián Mouriño succeeded her father, Carlos Mouriño, as club president. As part of that transition, which also brought changes at board level, Marián and her team sought reliable data to underpin the creation of a robust long-term plan.

“We needed financial data to better understand the return on our sporting investments, but also to benchmark ourselves against our peers, both in Spain and across Europe. After testing Off The Pitch’s tools, we now use them regularly—if not daily, then certainly several times a week,” explains the Galician businessman.
 

Financial sustainability

For Celta, establishing a clear financial picture of past performance was essential to shaping a strategy grounded in sound economics. One of the club’s guiding principles is long-term financial sustainability.

“There are several reasons for this. First, it reflects the values of this region—hard-working people accustomed to making the most of limited resources. Second, football often forces you to make high-risk decisions that can undermine your finances for years, obliging you to sell players every season just to balance the books.”
 

No gut feeling

Off The Pitch’s data now informs key decisions across both revenue generation and cost control, enabling the club to benchmark its performance and make better-informed strategic choices.

“Strategically, we believe we are on solid ground because every part of our plan is rooted in the financial realities of the industry not in gut feeling. With that depth of insight, it’s easier to stay the course and not be swayed by every new trend in this constantly evolving business,” says Álvarez Rey.
 

Integrating data

Beyond strategy, Celta Vigo is working to embed Off The Pitch’s data more deeply into day-to-day operations, particularly around transfers. 

“We are highly focused on our cost base, so the salary benchmarking tool is extremely useful. We also rely on analytical models in our transfer due diligence to ensure financial optimisation,” explains Marco Garcés, Director of Football.

The club is building dashboards covering performance, scouting, and financials to ensure executives and board members remain aligned and well-informed.

“We see our squad as a portfolio of assets. We must manage current performance while also maximising future value. Player trading is a core revenue driver for any club, so it is vital that we optimise how we manage and develop talent. To support this, we use Off The Pitch’s data and are collaborating with their team to evolve our approach to Player Asset Portfolio Analysis,” says Garcés.