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The Master’s in Innovation and Digital Transformation concludes a March full of learning

The Master’s in Innovation and Digital Transformation in Sports Entities at the Sevilla FC Innovation Center, organized in partnership with Sport Data Campus, has concluded a March full of interesting presentations from various experts.

Javier Gil, Head of AI Implementation and Development at LaLiga, delivered the talk “An Honest Approach to Generative AI and the Future of Work.” Meanwhile, Juan Esteban Gómez Llamas, a member of the Sevilla FC Innovation Center, conducted a live class titled “Understanding Processes in a Sports Entity.”

On March 11, 12, and 13, students had the opportunity to attend 3 Master Classes presented by Carlos González Graña, founding partner and CEO of BHI Capital; once again, Juan Esteban Gómez Llamas; and Miguel Angel Loor, President of the Liga Pro in Ecuador. The first spoke about investment and entrepreneurship in the sports industry, the second about digital leadership and operational transformation in sports organizations, and the third presented the business model of the Ecuadorian Liga Pro.

Also featured were Conrado Sandoval, Director of Competition Development at La Liga MX, and Débora Saldanha, Head of Innovation at Club Atlético Mineiro in Brazil. The training sessions were completed with additional staff from Sevilla FC, such as the club’s General Director, José González-Dans, the Director of Human Resources, Raquel Frías, and the person responsible for Sustainability and the Sevilla FC Foundation, Santiago González. Additionally, Mamen Blanco, an executive specialist in talent development and AI, gave a presentation on this topic to the students.

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Data in Football: An Essential Tool for the Coaching Staff

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.

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Video analysis has become an essential tool for football professionals.

Former footballer Carlos Marchena spoke about how video analysis can help convince players about performance improvement. “The image leaves no room for doubt,” he stated. “Sound is also very important—observing how much time you spend talking during training sessions,” Marchena continued, referring this time to the work of coaches.

Reflecting on his past, Marchena recalled that video analysis was not commonly used in his early days as a player. “Video was not worked on before; there was no trust in it. Full matches were played without analysis. But video is a tool that helps a lot, especially when you come to understand it with maturity,” he added. Now, in his academy, he actively uses video to record matches, later analyzing and observing the behavior of both coaches and players.

José María Cruz followed up by addressing the accessibility of video analysis tools. “I see the process as very accessible, especially for amateur teams. Self-financing tools and content creation allow for cost-effective, creative, and innovative storage solutions.” Beyond that, he highlighted the importance of providing meaningful feedback. “It’s not just about sending a document; an in-depth analysis must be conducted. Educating players on the correct use of the tool and creating content to enhance performance is crucial,” he added.

To conclude, Javier Pichel emphasized the evolution of processes and how video analysis has become a fundamental method for improving player performance. He encouraged all teams to take advantage of technological advancements to enhance their performance, regardless of the club’s size, as these technologies are increasingly accessible.

Video analysis is no longer a tool of the future; it has firmly established itself in the present, where technology provides added value to football, significantly enhancing the performance of both players and coaches.

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The Sport Data Forum 2025 Addresses the Evolution of Data-Driven Sporting Directorates

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.

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The Video Analysis Revolution in Football

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.