Area: Transformation

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Data as a key tool at the service of the game in modern football

The round table “Data Analysis at the Service of the Game”, moderated by Sara Carmona (Head of Data at YouFirst) and David R. Sáez (CEO of Sports Data Campus), brought together diverse profiles such as José Ramón Sandoval, Miguel Ángel Ferreira (Sporting CP), and Ibai Gómez, aiming to provide a comprehensive perspective on the role of data in professional football.

The discussion explored different approaches and helped bridge the potential generational gap, showing that all roles within the game share a common language: performance-driven analysis.

From a coaching perspective, Sandoval emphasized that data should not dehumanize the player, highlighting a key idea: “data is a narrative.” For him, competing without data is no longer possible, but its true value lies in interpretation and context, ensuring that information is filtered to avoid player overload. He stressed the importance of adapting insights to both individual and team contexts, using data as support for decision-making and communication within the squad.

Meanwhile, Miguel Ángel Ferreira provided a more structural view of data usage within a club. He explained how data was first introduced in the scouting department, later evolving into a dedicated analysis unit capable of producing reports that deliver actionable insights for both players and the club. Today, data is also applied in areas such as load management, injury prevention, and physical performance monitoring, becoming an integral part of daily operations.

From a hybrid perspective, Ibai Gómez highlighted the importance of data in his transition from player to coach. His methodology relies heavily on both opponent and self-analysis, supported by a technical staff with specialized data roles. His playing experience also allows him to better understand the emotional context of the dressing room, promoting clear, accessible communication where data enhances rather than restricts player creativity.

Overall, the round table reinforced the idea that data is not an end in itself, but a tool that serves the game. Its real value lies in the ability of professionals to interpret, contextualize, and communicate it effectively, always respecting the essence of the player and the dynamics of football.

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César Azpilicueta highlights the importance of data and video analysis in modern football

César Azpilicueta began his career in the youth academy of Club Atlético Osasuna, making his debut at 17 years old in the Copa del Rey. Since then, he has witnessed a significant evolution in the use of data analysis, moving from basic tools to full monitoring of players and their performances.

For César, data is key for analyzing opponents, allowing teams to identify advantages that can be decisive in a match. He also combines this information with video analysis, focusing especially on players in their opponents’ zones. In his experience, data also helps corroborate performance after games or generate discussion in cases of conflicting opinions. The key is to find a balance between objective and subjective information, avoiding data overload.

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Azpilicueta has played in multiple positions and encourages his teammates to experiment in different areas, discovering new strengths. He himself started as a forward and, over time, has occupied roles such as right-back or center-back, both in three- and four-man defensive lines. Video analysis is essential for identifying the details that motivate these positional changes.

Finally, César emphasizes that the most important aspect of analysis is to provide context to the information, ensuring it is clear, concise, and progressive to properly measure development and the implementation of strategies.

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SkillCorner transforms football analysis with automated tracking and advanced metrics

French company SkillCorner, established in 2016, has become a global reference in football data analysis thanks to its fully automated broadcast tracking system, capable of capturing data without any human intervention.

With coverage of over 130 competitions, including the Premier League, MLS, and even the NFL, the company stands out for the high reliability of its data and its continuous technological development.

Unlike traditional providers focused on events such as passes and receptions, SkillCorner adds a new analytical layer based on game context, detecting in real time elements such as passing lanes, off-ball runs, and parallel movements, both in offensive and defensive phases.

Its model is structured around three main data categories: physical data, game intelligence, and XY tracking, enabling a comprehensive performance analysis. Among its most innovative metrics are explosiveness, time to reach sprint speed, and agility, with a strong focus on change of direction, including feints and deceptive movements, going beyond traditional linear analysis.

Additionally, the platform evaluates performance through volume and intensity, providing detailed rankings, percentiles, and advanced contextualization of each action. This enhances accuracy in defining player profiles, reducing talent loss in scouting processes and improving the identification of specific roles, such as the explosive winger profile.

In off-ball situations, SkillCorner also delivers valuable insights by contextualizing actions such as pressing, duels, and movements that break defensive lines.

From a scouting perspective, the platform enables recruitment simulations, allowing users to filter players by profile, league, or playing style, while incorporating cross-competition and multi-season comparisons. Each selected player can be supported by an automated visual report, generated from XML data, summarizing key attributes within real match scenarios.

Looking ahead, the company is set to introduce major updates across its three core areas, including a new approach to measuring maximum speed and further development of “playing under pressure 2.0”, expanding analysis levels and contextual depth in pressure situations.

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Sevilla FC hosts the institutional opening of the 10th edition of the Sport Data Forum


The event continues to establish itself as a key meeting point for data, technology innovation and education in the sports industry

Sevilla FC hosts the institutional opening of the 10th edition of the Sport Data Forum, an event that continues to establish itself as a benchmark in Big Data, artificial intelligence and innovation applied to sport.

The session features José María Cruz Gallardo, Head of Sports Innovation at Sevilla FC; David Sáez, CEO of Sport Data; Miguel del Campo, Programme Director at Sport Data Campus; and Enrique Palenzuela, Marketing Director at UCAM.

David Sáez opens the session by thanking Sevilla FC, UCAM, the sponsors and especially the students, highlighting the key role they play in the development of the project.

José María Cruz emphasizes that this tenth edition takes place in a pivotal moment for the industry, noting that it is “the year in which the context is changing the most from one Sport Data Forum to another”, mainly due to the evolution of artificial intelligence. He also highlights the importance of relying on technology while maintaining the value of a strong human team.

From UCAM, Enrique Palenzuela highlights the collaboration with the club and states that the Sport Data Forum is “the leading Spanish-speaking event in the data industry”. He also underlines the growth of the educational project, now reaching 17 international master’s programmes developed together with Sport Data Campus in Spanish, Portuguese and English.

Miguel del Campo closes the institutional session by thanking the students for their presence and Sevilla FC for its commitment to an event that reaches its tenth edition, reinforcing its position as a leading platform in data education in professional sport.

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Sports Data Forum 2026: Big Data y deporte convergen en el Ramón Sánchez-Pizjuán

El Sports Data Forum 2026 (SDF26) regresa como el punto de encuentro fundamental para profesionales, expertos y entusiastas del Big Data y la analítica avanzada aplicada al deporte, consolidando a Sevilla como sede de innovación y conocimiento en este ámbito.

Organizado por Sports Data Campus, con la colaboración de UCAM Universidad Católica San Antonio de Murcia y Sevilla FC, el evento tendrá lugar el 26 de marzo de 2026 en el emblemático Estadio Ramón Sánchez-Pizjuán y estará también disponible en formato online, con posibilidad de acceso a contenidos en diferido.

Esta edición reunirá a más de 70 expertos y ponentes nacionales e internacionales, que compartirán experiencias, casos reales y tendencias clave en el uso de datos para la toma de decisiones deportivas, desde el rendimiento de equipos hasta el desarrollo táctico y estratégico.

El foro ofrece:

  • 📊 Sesiones presenciales y online con transmisión en directo.
  • 🔍 Acceso diferido a las grabaciones para todos los inscritos.
  • 🤝 Oportunidades de networking con profesionales del sector.
  • 🎓 Una visión clara de las tendencias que marcarán el futuro de la industria del deporte basada en datos.

La asistencia es gratuita mediante invitación, con plazas limitadas, por lo que se recomienda la inscripción anticipada.

Más información e inscripciones en: https://forum.sportsdatacampus.com/

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We’ve reached 30 million followers on social media!

Sevilla FC continues to strengthen its position as one of the most influential clubs in Spain and across the European digital landscape. The club has recently reached a new communication milestone by surpassing 30 million followers across its official profiles worldwide.

In just two years, Sevilla FC has grown its digital community by 10 million users, consolidating its place as the fourth Spanish club with the largest social media following, behind only Real Madrid, FC Barcelona and Atlético de Madrid. This sustained growth is the result of a clear strategy that uses social media as a direct channel for connection, information and entertainment for fans, while also driving the international expansion of the Sevilla FC brand through tailored plans for each market.

Driving Digital International Expansion

Sevilla FC maintains an active presence across the main social media platforms, with particularly strong growth on TikTok and Facebook in recent years. One of the key drivers behind this development has been the club’s internationalization strategy, which uses the digital environment as a vital tool to reach new audiences. Currently, the club communicates in six languages—Spanish, English, Arabic, Chinese and Portuguese—and has a strong footprint in strategic markets such as China, where it has already surpassed two million followers on local social networks, as well as in India, Mexico, the United States, the Middle East, Africa and South America.

Sevilla FC+, A Further Step in the Club’s Digital Transformation

As part of this process, the launch of Sevilla FC+, the club’s on-demand digital content platform, has provided an additional boost to its communication strategy. Since its launch, the platform has surpassed two million views, confirming fans’ strong interest in this new format.

Sevilla FC+ completes the club’s digital media transformation and offers content that is free, registration-based, or subscription-based. Club members have access included after renewing their season ticket for 2025-2026, simply needing to activate the service, while other users can choose from the available subscription plans.

Among the platform’s most notable content are live broadcasts, which have reached peak audiences, especially for preseason matches aired exclusively. Youth academy competitions also play a key role, available both through the subscription and in a pay-per-view format, along with the program El Partido.

The platform also features a carefully curated selection of premium on-demand content, including original productions such as the documentary Jesús Navas: Sobran las Palabras and 16, a series focusing on the club’s history, identity, and fan base. Users can also access historic matches, press conferences, and interviews, adapting to new digital consumption habits. This initiative was recognized with the award for Best New OTT Platform at the SportsPro Media Awards.

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How Talent is Built at Sevilla FC

With the aim of promoting transparency and highlighting the work behind every action seen on social media, the Sevilla FC Innovation Center launches this new content initiative.

Through periodic publications, we will share the day-to-day activities of the club’s different departments, explaining how they work, what they analyze, and their real impact on player development. A look from the inside to better understand the processes, people, and methodology that sustain Sevilla FC’s sporting project.

Youth Academy Analysis Department

Innovation Applied to the Development of Young Talent

The Youth Academy Analysis Department’s mission is to support the comprehensive development of young talent at Sevilla FC through the structured use of data, video, and analytical methodologies, aligned with the club’s academy methodology.

Its role is to optimize the observation, evaluation, and technical-tactical and individual monitoring of players, providing clear and actionable information to coaches and methodology managers. In addition, it acts as a strategic support for sports decision-making, early talent detection, and career planning, integrating transversally with areas such as scouting, performance, health, and education.

What Do We Analyze?

We analyze the game, players, and context to help make better decisions.

  • Individual and collective technical-tactical behavior (with and without the ball).
  • Performance evolution of each player over time.
  • Consistency with the club’s playing model and detection of specific patterns.
  • Integration of video, match data, and longitudinal tracking to identify strengths, risks, and development opportunities.

This analysis supports the coaching staff, methodology team, and sporting management in planning, training, and strategic decision-making.

How Do We Work During the Week?

  • Recording all training sessions and matches using cameras with artificial intelligence.
  • Using professional software for action tagging and pattern detection.
  • Weekly meetings with coaching staff to support decision-making.
  • Maintaining and updating datasets, accumulating information in a centralized database.
  • Talent tracking and progression monitoring, providing continuous support to coaches and managers.
  • Dynamic data dashboards that facilitate executive decision-making for coaches and club staff.

Why Is This Work Key for the Academy?

  • Objectifying talent development: allows real evaluation of player progression with data and video, beyond subjective perceptions or isolated results.
  • Aligning training with the club’s model: ensures coherence across stages, teams, and methodologies, better preparing players for competitive progression.
  • Improving sports decision-making: supports promotions, retention, and individual development plans with reliable, comparable information.
  • Protecting and maximizing the club’s investment: reduces risks, anticipates needs, and increases the player’s sporting and patrimonial value

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Sevilla FC+ receives recognition at the FBIN Management Excellent Awards

The club’s content platform, Sevilla FC+, continues to rack up recognition within the audiovisual and sports sectors. On this occasion, it has been honored at the FBIN Management Excellence Awards, organized by the renowned specialized media outlet Football Business Inside.

The awards highlighted this digital and audiovisual project as one of the most innovative initiatives with the best global approach in the football industry for 2025, alongside organizations such as Club Brugge and Atlético de Madrid. Additionally, José Ángel Risco, the club’s Head of Digital Content, took part in one of the event’s presentations focused on successful cases in digital strategy.

Alongside these accolades, Sevilla FC+ continues to strengthen its presence in its first five months of operation. In recent days, it has reached one million unique users, and its content, both live and on-demand, has surpassed three million views.

Next week, the platform will once again be up for new awards in the sports industry: the SportsPro Media Awards, to be held on the 18th in Madrid, where it competes in the categories of Best New OTT Platform and Platform of the Year.

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SEVILLA FC+ takes center stage at Innovation Day 2025 held in Seville

Sevilla FC continues to strengthen its commitment to digital innovation and adapting to the new consumption habits of its fans through Sevilla FC+, the club’s content platform, which was a highlight of Innovation Day 2025, held on Thursday, October 23, in Seville.

The event took place at the Hotel Eurostars Torre Sevilla, where Álvaro Ramírez, the club’s Communications Director, and Jara Cisneros, Digital Director, delivered a presentation to various technology professionals from Andalusia. They highlighted how the launch of Sevilla FC+ has transformed the club’s digital ecosystem, enhancing fan engagement and communication.

The platform represents a significant shift in how the club interacts with its supporters, offering exclusive audiovisual content and features that facilitate digital engagement. Sevilla FC+ includes live matches, original on-demand productions, and content tailored to modern consumption habits.

In just four months since its launch, the platform has surpassed 600,000 unique users and over two million views, demonstrating the project’s success and recognition within the sector, with presence at events such as Merge 2025, World Football Summit Madrid 2025, and Innovation Day. Among its most notable content are the exclusive broadcast of the first team’s preseason matches and the original documentary “Jesús Navas: sobran las palabras.”

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Sevilla FC welcomes the visit of the general directors of the K-League.

Sevilla FC, through its Innovation Center, continues to build bridges with various football stakeholders around the world. On October 18th, 19th, and 20th, the club welcomed a group of general directors from clubs in South Korea’s K-League.

The delegation of senior Korean football executives attended live matches of both the Sevilla FC men’s and women’s first teams against RCD Mallorca and Madrid CFF, respectively. They also toured the Ramón Sánchez-Pizjuán Stadium and the José Ramón Cisneros Palacios Training Ground. In addition, they attended several presentations on the club’s working processes in areas such as youth academy development and other business-oriented fields like fan engagement and international communication.

 

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Sevilla FC showcases its commitment to digital innovation and fan engagement at WFS 2025

Sevilla FC has once again taken center stage at the World Football Summit, one of the leading international events in the football industry. In the 2025 edition, held in Madrid, the club participated in one of the forum’s panels, highlighting its commitment to technological innovation in managing its digital relationship with fans.

The club’s Director of Digital, Jara Cisneros, took part in a session focused on fan strategy, knowledge, and engagement, alongside Pedro Parellada, CEO of DruID, and Roger Forns, Director of Innovation and Technology at RCD Mallorca.

During her presentation, Cisneros detailed the digital interaction strategy the club has developed in collaboration with DruID. The main goal of this initiative is to provide fans with the best possible user experience within Sevilla FC’s digital ecosystem, facilitating access to the club’s various products and services, including season ticket and match ticket purchases, official merchandise through the e-commerce platform, and the new audiovisual platform Sevilla FC+, among others.

Sevilla FC has also been a pioneer in implementing a digital identification system based on a membership number and a personal PIN, allowing fans to activate their accounts and access all available services. Starting from the 2025–2026 season, this system also provides access to Sevilla FC+ subscription content, including live matches, documentary series, and historic games that form part of the club’s legacy.

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Big Data and Scouting: Kickstart Your Football Career

The IX Edition of the Master’s in Big Data Applied to Football Scouting opens its final month of enrollment ahead of its start on October 28. This leading program in Spain prepares sports professionals to drive the revolution in player analysis and talent identification in football.

Through its Innovation Center, together with Sports Data Campus and UCAM, Sevilla FC launches the ninth edition of a master’s program recognized by El Mundo as one of the best online programs in Spain. It is a unique opportunity for coaches, analysts, scouts, fitness trainers, sports managers, and football enthusiasts who wish to specialize in tactical analysis, player evaluation, and the application of Big Data in professional scouting.

A Launchpad for Professional Football Careers

The program not only offers cutting-edge training but also opens doors to various professional opportunities in clubs, federations, leagues, and representation agencies. Graduates are prepared to take on key roles such as professional scouts, scouting analysts, heads of scouting departments, technological scouting specialists, or recruitment consultants, among others.

In an increasingly competitive sector, mastering data interpretation and digital scouting tools makes graduates highly sought-after by sports organizations.

Preparation from Day One

Before the program begins, students gain access to a free pre-master that includes three certified diplomas providing foundational knowledge:

  • Fundamentals of Football Analysis (with Pablo Sanzol, Technical Secretariat, Deportivo Alavés).
  • Mathematics and Statistics Applied to Sports with R (with Javier Fernández, Data Scientist at Sportian).
  • Advanced Analytics with Python (with Luis F. Úbeda).

This preparatory stage ensures that each student starts the master’s program fully equipped to make the most of the experience.

Enrollment Open

The registration period is now in its final stage. Those interested in joining this new edition can find all the information and complete their enrollment here: Master’s in Big Data Applied to Football Scouting.