Area: Knowledge

The importance of data in football has been the central topic in various roundtable discussions. Sergio González, an expert in analysis, emphasized that data is here to stay and its integration into the coaching staff is essential. A good understanding between analysts and coaches allows for determining what information is necessary to improve performance. He also stressed the need for analysts to actively engage and filter relevant data to facilitate decision-making.

Daniel Del Valle, on the other hand, highlighted the importance of convincing the coach of the value of data. In his opinion, the proper use of information can make a key difference at critical moments of a match. He also reminded that artificial intelligence does not replace human work but serves as a supportive tool.

Jesús Galván, a representative from Sevilla, explained that the club’s players are familiar with data from the youth categories. They aim to understand their strengths and weaknesses, using information as a way to improve their performance. He also noted that data is a useful tool to motivate players and establish a dialogue with them, as long as it is interpreted properly.

From a different perspective, Miguel Do Carmo highlighted the challenge of training coaches in data usage. According to his experience, once coaches understand the available information, they can request specific data according to their needs. However, he warned about the importance of synthesizing the information and providing reliable data without imposing work methods.

Omar Bautista, for his part, emphasized that the data strategy is the foundation of the work at his club. The collection and analysis of information have become key pillars for decision-making and optimizing player performance.

The development of young prospects is a fundamental aspect of any strategic plan within a sporting directorate. Romeo Jozak, technical director of Future Falcons, is well aware of this. Speaking at the Sport Data Forum 2025, he highlighted the significant investment that will be made in the coming years to foster the growth of young footballers in Saudi Arabia. He emphasized that the country has immense potential but that it is crucial to educate these players professionally in Europe.

Jozak also mentioned the challenges of managing information in such a vast country and how they are working on data organization to optimize player performance. In this regard, he stressed the great career opportunities for young Spanish analysts, who can contribute their expertise in data analysis and football development.

One of Future Falcons’ main objectives is to identify and distribute talent to elite leagues, with the goal of having 30 competitive players in the national team over the next 10 years.

The Balance Between Technology and Experience

Eduardo Covelo, former head of methodology at RC Celta de Vigo, took the stage to emphasize the importance of correctly interpreting data within the sporting context. He pointed out that data and technology should complement, rather than replace, experience and intuition. For Covelo, success lies in striking a balance between these two factors, avoiding an excessive dependence on analytics.

He also stressed that while technology has made talent identification faster and more efficient, the real challenge today is not only spotting talent but also developing it. He predicted that, over time, many intangible aspects of football would be measured with precision, creating new opportunities in sports management.

Another speaker, Luis Helguera (sporting director of UD Las Palmas), explained that the divide between data analysis and subjective interpretation of the game no longer exists. In his view, the real challenge is finding professionals who can handle data but also understand the game from within.

For this reason, he encouraged data specialists to expand their knowledge by taking coaching courses and learning traditional football methodologies. This, he said, would allow them to interpret analytical information more effectively. He also emphasized the difficulty of finding hybrid profiles, individuals who can combine technological expertise with a deep understanding of the game, a growing need in club sporting directorates.

The three experts agreed on several key points regarding the evolution of data-driven sporting directorates, particularly in their belief that data is essential, but without passion and context, it loses its true value.

In modern football, information means power, which translates into an advantage over others. In a sport where every detail matters, video analysis has become a fundamental tool for coaches. Roberto López states that “The language that the coach understands is video. That is why this tool is so important, as all data is linked to video.”

The customization of this tool for each club is key—it’s a competitive advantage. Sports analysis consultancies work directly with clubs to offer personalized dashboards tailored to each team’s specific needs. It is not just about transforming data into information but about providing real value to coaching staff.

Highly qualified professionals work alongside coaching teams, ensuring that the tools are fully functional and adapted to the coach’s needs. However, the use of artificial intelligence in data analysis requires caution. It is essential to apply sound judgment when evaluating AI-generated insights, as AI can also make mistakes. Therefore, it is crucial to have experts who can interpret the data correctly.

The football of the future will depend on how today’s tools are used. The key lies in combining human expertise with data analysis to optimize strategies and enhance team performance. Despite all technological advancements, football remains a sport of chaotic nature, where passion and uncertainty are an essential part of its magic.

El Sport Data Forum 2025 continúa con una ponencia sobre Dirección deportiva: un modelo integral basado en innovación y sentimiento en la que participaron Sergio Fernández, director deportivo del Club Deportivo Alavés, y Pablo Sanzol, miembro de la secretaría técnica del mismo club. En esta sesión, se abordaron las estrategias clave del Deportivo Alavés en cuanto a la dirección deportiva basada en la innovación, el rendimiento y el sentimiento de pertenencia.

Sergio Fernández explicó el modelo del Deportivo Alavés, estructurado en tres pilares fundamentales: Rendimiento, Innovación y Sentimiento. Destacó cómo, tras su descenso a Segunda División, el club llevó a cabo un análisis profundo de los errores cometidos con el fin de no repetirlos en el futuro. A partir de esta evaluación, definieron su enfoque en nichos de mercado estratégicos para la búsqueda de jugadores.

Una de las claves del modelo del Alavés ha sido focalizar la captación de futbolistas en una franja de edad entre los 20 y 24 años, segmento que ha demostrado ofrecer los mejores resultados de rendimiento para el club. Como muestra de su evolución, Fernández destacó que actualmente cuentan con solo tres jugadores cedidos, en contraste con los nueve que tuvieron en la temporada en que descendieron, lo que refleja una gestión más estable y planificada de la plantilla.

Por su parte, Pablo Sanzol detalló el proceso de trabajo dentro de la secretaría técnica del club, basado en tres fases fundamentales:

En cuanto al ajuste de información, los datos de los distintos proveedores se adaptan a su propio Index Alavés, en una fase inicial totalmente cualitativa. En relación a la valoración de los jugadores, se evalúa en función de unos parámetros específicos establecidos por el club. Para la realización de los informes, se analiza en profundidad el desempeño y la proyección de cada jugador. 

Además, Sanzol subrayó la importancia de conocer los modelos de juego de cada liga para orientar el scouting hacia competiciones que mejor se alineen con la estrategia del Deportivo Alavés.

Durante la mesa redonda, los ponentes compartieron algunas de las ideas más relevantes en su metodología de trabajo La ponencia dejó claro que la innovación y el uso de datos juegan un papel crucial en la planificación deportiva del Deportivo Alavés. La aplicación estratégica de esta información no solo optimiza la toma de decisiones, sino que también permite al club maximizar su competitividad dentro de su contexto deportivo.