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Spectacular start to the 2024 Sports Data Forum

The 2024 edition of the Sports Data Forum kicked off this Thursday at the Ramón Sánchez-Pizjuán Stadium with an inaugural session that brought together over 500 attendees, including various students from the different master’s programs promoted by the Innovation Center of Sevilla FC, Sports Data Campus, and the Catholic University of Murcia (UCAM). The opening session was held in person and featured the participation of Sevilla FC President, José María del Nido Carrasco, and Sevilla’s sporting director, Víctor Orta.

The club’s president, alongside José María Cruz Gallardo, the head of Football R&D at Sevilla FC, officially welcomed all present, highlighting that the Sevilla FC Innovation Center is a pioneer in Spanish football, having received the category and license as an authorized sports teaching center, and emphasizing the club’s commitment to technological development. Through the Innovation Center, Sevilla FC aims to share with third parties, who are not direct competitors, all the knowledge acquired over the years.

One of the avenues for this sharing is the educational offerings provided through the Innovation Center, as explained by Juan Esteban Gómez Llamas, the head of Digitalization and Continuous Improvement at Sevilla FC: “Through the Sports Data Campus, one of our educational partners, we offer two master’s programs: Big Data in Scouting and Innovation and Technology in Sports Entities.” Víctor Orta took the opportunity to deliver a masterclass and moderate a panel discussion on the use of data in football analysis.

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Sevilla FC has surpassed the milestone of 20 million followers on social media platforms

We continue to break records on social media. The club’s official accounts have just reached the figure of 20 million followers across all platforms.

The numbers consolidate Sevilla as the fourth most popular club in Spain after Real Madrid, FC Barcelona and Atlético de Madrid. Furthermore we are now the 24th most followed club in Europe, having doubled our total number of followers in the last year.

Our growth on digital platforms is the result of a firm commitment to use them as a means of communication with our most loyal fans, but also to expand our fan base to all corners of the world, with a clear and defined strategy for each of them.

In recent months, the accounts that have grown the most are TikTok and Instagram, while new platforms such as Threads, WhatsApp or Twitch have also been embraced. However, at no time do we forget our closest followers with our commitment to programmes such as La Bombonera and El Partido, and new formats such as El Cubo, Triple V or El Santuario.

Meanwhile, one of the key factors in the club’s growth on social media has been the commitment to the internationalisation of the club’s brand with this type of digital platform as one of its fundamental vehicles. The number of followers outside Spain has grown by 80 per cent. 

One of the keys to expansion beyond our borders has been the generation of local content that creates a greater affinity with fans in other parts of the world. We produces content in six different languages: Spanish, English, Arabic, Chinese, Portuguese and Japanese. In addition, content has been created with local agencies and influencers, as well as a wide range of content with live specials featuring players.

The visit to the United States and Mexico during pre-season in 2023 had a major impact locally and served to increase our north American fanbase thanks to various activations with our players and local fans.

Within the overall growth, some of the most notable markets are the Arabian market with an annual increase of 383 per cent. Also, the market that has grown the most is India, with an increase of 1126 per cent in a country where football is flourishing and where the club has a strategic agreement with local club FC Bengaluru United. The club also produced the ‘Never Surrender’ video series.

Likewise, in China in 2023, we were the fastest-growing European club with an increase of 83 per cent and with a well-defined strategy to reach local fans on the country’s specific social networks: Weibo, Douyin and Wechat.

Finally, in January 2024, the club launched its new Portuguese language accounts with the aim of strengthening the already existing link with Portuguese-speaking countries and, in particular, with Brazil, where the club already has a large community of supporters and high-profile ambassadors with various players from the country who became club legends.

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Últimos días de inscripción para el Máster en Innovación y Tecnología en Entidades Deportivas

El Innovation Center del Sevilla FC, en coordinación con el Sports Data Campus y la Universidad Católica de Murcia (UCAM), ultima los detalles para la puesta de largo del último de los cursos que ha incorporado a su programa formativo, el Máster en Innovación y Tecnología en Entidades Deportivas. Un curso que pone a disposición no sólo de los profesionales del fútbol, sino de cualquier perfil del mundo de la tecnología o del deporte que quiera adentrarse en los procesos de transformación de entidades deportivas basados en la innovación y la tecnología.

El máster dará comienzo el próximo 19 de marzo, por lo que la inscripción sigue abierta en estos momentos. Se trata de un curso diferente a todos los ofertados hasta la fecha y que permitirá a los alumnos adquirir los conocimientos más vanguardistas sobre la materia, además de ofrecer un contenido práctico debido a la infraestructura propia del Sevilla FC. “En el club entendemos la tecnología como un habilitador que permite mejorar y optimizar nuestros procesos. La tecnología abraza a toda la entidad, desde la parcela deportiva al resto de áreas. Se trata de una interacción entre la tecnología y los procesos de trabajo que nos ayuda a optimizar resultados”, explica Juan Esteban Gómez, responsable de Digitalización y Mejora Continua del Sevilla FC y que forma parte de la dirección académica de este máster. Toda persona interesada puede obtener más información en este enlace y proceder a su matriculación en este otro.

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Elías Zamora showedcased the Sevilla FC´s tecnology innovation at the Mobile World Congress

We continue to lead the way as pioneers in the industry, committed to using data, AI and technological innovation as part of our operations, on both the sporting and business sides. In an event supported by IBM and the Financial Times, Zamora discussed the club’s ongoing technology projects.

He participated in two presentations at the event; the first was titled ‘How are mobile phones and AI changing the sporting industry?’ It was hosted by Financial Times journalist Javier Espinoza while Kevin Farrar, Head of Sports Partnerships UK at IBM, was also involved..

As part of the ‘How is AI changing tactical decision making?’ presentation, Zamora addressed industry leaders and managers of big technology and sports companies, discussing the decision-making tools that have been developed and implemented at the club. Special focus was given to Scout Advisor, which was developed alongside IBM, using their Watsonx generative AI system.

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Ticket Raffle for the Launch of the`IV SPORTS DATA FORUM´

Sevilla FC, through its Innovation Center, in collaboration with Sports Data Campus and the University of Murcia (UCAM), is once again organizing the ‘Sports Data Forum,’ an increasingly rooted event focused on the use of data in sports. This fourth edition will also have a mixed format, alternating between in-person and online sessions, although the entire event will be fully streamed.

The online sessions will take place from March 25th to June 26th, with the inaugural session on March 21st at the Ramón Sánchez-Pizjuán stadium, featuring an in-person session where the President of Sevilla FC, José María del Nido Carrasco, will officially welcome the attendees. For this inauguration, the Innovation Center will raffle off 100 tickets among Sevilla FC members and season ticket holders who register through this LINK.

Football and sports are undergoing significant evolution due to digital transformation, the use of Big Data, and Advanced Analytics, areas in which Sevilla FC is an international reference. Throughout the IV edition of the ‘Sports Data Forum,’ various presentations and roundtable discussions will be held on topics such as professional game analysis or the latest trends in Big Data and Artificial Intelligence applied to football. Until its closure in June, speakers from elite national and international sports, data analysis, and R&D areas of clubs, as well as various professionals from Sevilla FC, will have participated.

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The Sevilla FC´S commitment to Innovation, exposed at “Sportbiz” in Mexico.

On February 7th and 8th, Mexico City hosted the Latin American Sports Business Congress, one of the most important events in all of Latin America regarding the sports industry. Among the attendees was Sevilla FC, an international reference in technological innovation. Representing the club was Juan Esteban Gómez Llamas, Head of Digitalization and Continuous Improvement, who participated in a panel titled ‘Innovation and Digital Transformation: Reinventing the Rules of the Game.’

Throughout each season, Sevilla FC is often invited to prominent sports industry conferences, especially those related to innovation. One of the club’s strategic pillars lies precisely in its Innovation Center, a meeting point for all the technological initiatives of the club and a platform where a wide range of training related to this subject is offered.

For instance, Sevilla FC has recently launched a new course, the Master’s in Innovation and Technology for Sports Entities. This training is available not only to football professionals but to any individual in the technology or sports industry who wishes to delve into the transformation processes of sports entities based on innovation and technology.

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Sevilla FC, the european club with the most growth in 2023 on China´s most important social network

We continue to reap the rewards of our firm commitment to the internationalisation of the club. 2023 has been a particularly fruitful year in terms of one of the most populated countries in the world, China.

The club’s account on Weibo, the most popular social network in China, acquired more than 500,000 new followers in 2023. This brought the total number of Chinese fans following Sevilla to 1,285,000, and that number has since surpassed 1.3 million in the first few weeks of 2024.

In 2023, we grw 64% on Weibo, a percentage that underlines our position as the club that has grown the most in the last calendar year on this social network, ahead of clubs such as PSG, Barcelona, Tottenham, Roma, Real Madrid, Villarreal, Monaco, Real Sociedad and Borussia Dortmund. Our growth on Weibo over the past two years is 117% and, in 2023, all metrics in terms of post impact grew compared to 2022, and was the account’s best year since its inception.

Meanwhile, the progression on China’s social networks also extends to the video platform, Douyin, where the club’s account has almost reached 150,000 followers. By adding the followers on both platforms, we are now the Spanish team with the fourth-most followers in China after Barcelona, Real Madrid and Atlético de Madrid, with accounts on  Weibo and Douyin, and also on Wechat. 

Our growth on the main social networks in China can also be explained thanks to a strategy based on local content with nods to local culture and customs, collaborations with local influencers and the production of live programmes with native presenters who bring the daily happenings of Sevilla closer to the fans in the Asian country. 

As a sign of this, we are planning to develop several special initiatives in February to commemorate the Chinese New Year. To celebrate the arrival of the Year of the Dragon, the club will organise several special events to wish its Chinese fans the best during the match against Atlético de Madrid on Sunday 11th February.

The growth in digital platforms is only part of the work that we has been doing in China. Since March 2023, it has been working with ISS (International School Services) and are active at the Shekou International School in Shenzhen, China, where sports coaches carefully selected and trained by the club offer extracurricular activities to students, following the club’s exclusive methodology of talent development and training. They expect to finish the season with twice as many players in their different teams. As part of the programme, tournaments are also planned and a new Summer Camp will be held this summer.

Commercially we also have three official regional sponsors in China for the current 2023-2024 season: 1717, Kubet and Nova 88, which further strengthen our ties with the country’s football industry.

We encourage all our fans to get to know the culture of China better with the Spring Festival Gala broadcast by CMG this Friday starting at 1:00 PM Spain time through this link. Recognised by the Guinness World Records as the most-watched television program worldwide, this gala has become a cultural celebration that spreads the spirit and joy of the New Year celebration among Chinese communities worldwide.

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New Innovation Center Website and Launch of the Master´s Degree in Innovation and Technology

Talking about technology and football means talking about Sevilla FC. The club, which has been at the forefront of technological innovation in football for years, uses its Innovation Center as a hub for all the innovation that Sevilla FC offers the world of sport, as a result of the promotion and development of R&D+i projects that allow the club to respond to the new trends and demands of consumers in the sector. The Center now has a new website, sevillafcinnovationcenter.com, which is now a modern, easy-to-navigate space that will allow knowledge to be shared, offer content and develop talent through a wide range of academic activities.

The launch of this new website coincides with the launch of a new training programme that the Sevilla FC Innovation Center, together with UCAM (Catholic University of Murcia) and the Sports Data Campus, is making available not only to professionals in football, but also to any profile in the world of technology or sport who wishes to delve into the processes of transformation of sports entities based on innovation and technology. This is the Master’s Degree in Innovation and Technology for Sports Entities, different to all those offered to date and which will allow students to acquire the most cutting-edge knowledge on the subject, as well as offering practical content due to Sevilla FC’s own infrastructure. Enrolment is now available on the website.

The Sevilla FC Innovation Center offers a range of academic training in different disciplines related to sport and, specifically, football. Two training courses are currently active, the Master in Sports Law applied to Football and the Master in Big Data applied to Scouting . All the details about both courses are now available on the new Sevilla FC Innovation Center website. The Degree will also be available in English from October.

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“Scout Advisor” gains worldwide recognition following its presentation at the IBM TechXchange Summit.

Sevilla FC continues to solidify its position as a pioneering club in the application of cutting-edge technology in the world of football following the launch of the Scout Advisor tool. The application was globally unveiled this Tuesday at the IBM TechXchange Summit being held in Barcelona. The presentation was one of the focal points of interest at the event taking place this week in the Catalan city, where Sevilla FC’s Data Director, Elías Zamora, unveiled the project’s details alongside IBM’s Vice President, Dinesh Nirmal, who hosted the event wearing the Sevilla jersey. Scout Advisor is built on ‘watsonx,’ IBM’s Artificial Intelligence (AI) and data platform for businesses, at the express request of Sevilla FC, and it expands the catalog of tools already available to the entity, such as AiFootball and AiScouting.

The unveiling of Scout Advisor has sparked interest from media outlets worldwide and in some of the most important markets in the global economy. In this regard, renowned technology and industry publications worldwide like Forbes have taken notice, highlighting in their coverage that “Sevilla revolutionizes player recruitment with artificial intelligence.” Additionally, communication giants like Fox News in the United States have sought to share with their readers the advancements this innovative application can offer to the club. The American publication details the complete functioning of this innovation in an article titled: “How Sevilla FC uses IBM’s Watsonx to improve its player evaluation process.” Meanwhile, Expansión in Mexico highlights the “evolution” in the way of signing players that Scout Advisor represents, while Infobae, one of the publications with the widest reach in South America, describes the Sevilla FC’s new technological tool as “revolutionary.” In China, Sohu, one of the country’s most-read media outlets, points out that “Sevilla launches innovative tools based on IBM Watsonx,” while the Korean media outlet Naver highlights the arrival of AI-generated solutions to a yet unexplored field like football.

In particular, Scout Advisor will facilitate the day-to-day work of the sports management in streamlining and improving the efficiency of the information retrieval process in a database containing over 200,000 reports. The impact of the launch of this tool has also been felt in European countries such as Italy, France, the United Kingdom, Germany, Ireland, and Denmark. As for Asia, Sevilla FC’s new technological innovation has made waves not only in Korea and China but also in one of India’s most prestigious media outlets, The Times of India, in a country known for its advancements in technology. Scout Advisor has also piqued interest across the Atlantic with features in sports as well as generalist media outlets in Mexico and the United States, while garnering special attention in South America, particularly in Colombia, Argentina, Peru, and Chile.

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Transforming Player Scouting with IBM’s Generative IA


Together with IBM, we are delighted to unveil Scout Advisor, an innovative Artificial Intelligence (AI) tool that the club will use to provide its scouting team with comprehensive data when it comes to the identification and evaluation of potential player signings. Built on ‘watsonx’, IBM’s AI and data platform designed for businesses, the club proposed the Scout Advisor concept with the aim of incorporating it into its pre-existing, in-house developed suite of data-generative tools.

The club’s data department has been working for months with IBM’s Client Engineering team to build this latest application, using natural language processing and the base ‘watsonx’ models to search for and analyse massive amounts of information present in its scouting database. This includes both quantitative data, such as height and weight, speed, number of goals or minutes played, and unstructured qualitative data, such as the written analysis included in its more than 200,000 scouting reports.

The solution’s natural language processing (NLP) capabilities have enabled the club to use multiple large language models (LLMs) to help improve the accuracy and efficiency of player identification. Using cues from the club’s scouts describing the key characteristics of players being assessed, Scout Advisor generates curated lists of candidates based on the traits being sought and summarises the full set of reports for each individual player. In addition, Scout Advisor links each player to our current database to produce further detailed information on their quantitative performance data.

Scout Advisor reduces the time needed and provides crucial support when it comes to making key decisions

Traditionally, player recruitment has been based on a combination of subjective human observation and data analysis. However, these measures have various restrictions given the amount of time they take and only consider a limited number of factors. Now, IBM’s Scout Advisor tools offers us a competitive advantage, combining those existing indicators with generative AI to close the gap between metric-based scouting and human behaviours that are hard to measure. This will improve our ability to identify talent and help in our decision-making processes.

Our scouting team is widely renowned for its data-based recruitment of emerging stars; yet, the club is also a pioneer in developing its own methods of using detailed information to gage a more rounded profile of each player we scout. IBM watsonx nurtures this data and communicates it in digestible terms, identifying possible signings based on key qualitative indicators and expert scouting opinion.

“Technology is part of the club’s DNA”

José María del Nido Carrasco, our club president, expressed that this step forward will mean that “our scouting and analysis teams are committed to finding the best players and young talent that will help the team and the club develop. They have worked tirelessly to build an impressive bank of data that will aid us to make informed decisions. Now, with IBM’s support, we can use this to its full potential. We are delighted to work with IBM, knowing that this project could be revolutionary not only within our club, but also throughout the sporting industry. It gives us a significant advantage in the recruitment process, allowing us to get the best fit for the team. We strongly believe that this collaboration will have a positive impact on sport in general. This is a clear indication of our intention to show that technology is not only an object, it is a powerful and helpful tool on our journey to the future. It will form a key part of our DNA.”

Ana Paula de Assis, Chair and General Manager EMEA at IBM, recognises the pride of “collaborating with Sevilla FC to use the full extent of ‘watsonx’ generative AI in order to help and to improve the accuracy and efficiency of the recruitment process. With the correct use, AI continues to change the rules of the game for businesses across all sectors.” Horacio Morell, President of IBM Spain, Portugal, Greece and Israel, explained that “at IBM we are very excited for this collaboration with Sevilla FC so that we can transform the process of signing new players and unlock the full potential of data analysis. This is a clear demonstration of how ‘watsonx’ can help companies through AI to gain a competitive advantage.”

Our collaboration with IBM is a fundamental part of our business strategy moving forward, with the intention of using AI to assist sporting operations. Integrating ‘watsonx’ into the current system will allow us to increase our ROI and make better, quicker and more informed decisions.

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New official social media accounts launched in portuguese

Our international brand expansion continues to grow. After a record-breaking 2023, where we became the fourth most followed team in Spain in terms of social media followers, and reached the top 15 in Europe with 18 million total followers, we have begun 2024 by launching new accounts for our Portuguese-speaking fans on Facebook and X (formerly known as Twitter). We will provide specific content in Portuguese on these accounts, allowing fans to get even closer to the club with Brazil is among our most important countries for international fans, together with the Middle East, North Africa, China, India and Mexico. 

Our President, José María del Nido Carrasco, announced during his inauguration our aims to grow the brand and continue our internationalisation strategy, with Brazil being a key focus. “Brazil is one of the countries that we have highlighted as having high strategic value for us. We want to connect directly and clearly with the Brazilian audience, with whom we feel very linked thanks to the extensive list of great Brazilian footballers we have historically had. Digital strategy is essential for this, with expansion through social media being one of the most important tools at our disposal. Sevilla FC is a global brand with a cumulative worldwide audience of hundreds of millions of people. We understand that our club’s growth must be consolidated with a greater presence in international markets and we want to continue the excellent results that we have been achieving,” he added. 

Some of the recent content on the accounts focused on one of the most legendary Brazilian players in our history, Fernando Reges, who was recently given a guard of honour at the Ramón Sánchez-Pizjuán following his departure. 

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Sevilla FC and Gangwon FC join forces in a new international strategic alliance.

​Sevilla FC and Gangwon FC have entered into a strategic alliance agreement through which both clubs intend to advance their respective development plans. Under the ‘World Club Alliance Program’ model offered by Sevilla FC’s Innovation Center, the Korean club will receive advice for the development and improvement of all its football departments, benefiting from the experience and knowledge that Sevilla FC possesses. Sevilla FC, through this alliance, will strengthen the strategic positioning of its brand in a country of high interest such as South Korea, which is key to its ambitious Internationalisation Plan. 

​Gangwon FC’s intention is to make a leap in quality at all levels and this strategic plan fits perfectly with Sevilla FC’s commitment to share with third parties, who are not direct competitors, all its knowledge, experience and wisdom acquired during its 134-year history, and more recently after years of developing a clear training methodology for the academy, educating players and coaches and applying technological tools. 

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​Sevilla FC President, José María del Nido Carrasco, values the importance of this strategic step: “It is an honour to be able to work hand in hand with Gangwon FC. I am sure that this agreement will allow both entities, who share a firm commitment to growth based on technological development and young talent, to grow. We are talking about a club, Sevilla FC, which is a technological reference in the world of football, and a country, South Korea, which according to the latest studies is a world leader in innovation and digital technologies. This is a decisive step in our Internationalisation Plan”. 

​The ‘World Club Alliance Program’ format, already implemented with Bengaluru United FC of India, perfectly fulfils this proposal. In this way, Gangwon FC will benefit from the knowledge accumulated by Sevilla FC, mainly in its R+D+i and technology projects developed in recent years, which have made the club an international reference in this field. In this sense, the agreement will allow the establishment of partnerships to promote mutual development in terms of technological innovation applied to football in a country that is a world leader in technology. 

​Gangwon FC President Byung Ji Kim highlighted the impact of this partnership for the Asian club: “Sevilla FC is one of the most important clubs in Europe and the world and has been able to develop on its own, using its own strategy and philosophy. It has grown through the development of star players to become the Kings of the Europa League. It is the inspiration for what Gangwon FC intends to do, I am sure that this agreement will allow it and I hope that this cooperation will be long-lasting.” 

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Sevilla FC and South Korea 

​Sevilla FC will help the Asian club to learn how to spot young talent in South Korea, provide intensive training programmes both in Sevilla and Gangwon for Korean footballers looking to improve their skills and abilities, as well as coaches for different age groups at the club, and will advise them on the creation and development of an R+D+i department applied to football, following the successful model of Sevilla FC. 

​This is not the first time that Korean football and Sevilla FC have joined forces. Just a few months ago, 25 coaches from the Korean Football Association (KFA) spent ten days attending conferences, training days and youth training sessions at the Ciudad Deportiva José Ramón Cisneros Palacios to learn from Sevilla FC’s methodology and technological development.