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Training day at Sevilla FC facilities with students from LaLiga Business School

Events are unfolding at various facilities of Sevilla FC, both at their main stadium, the Ramón Sánchez-Pizjuán, and at the José Ramón Cisneros Palacios Sports City. Specifically, this week, a training day was held at the Carretera de Utrera premises by LaLiga Business School, which was specially moved to the Andalusian capital for the occasion.

The modern facilities of the Jesús Navas Stadium primarily hosted sessions for two of the master’s degrees offered by LaLiga Business School: the Master’s in Football Management, Methodology, and Analysis, and the Master’s in Performance Optimization and Health. A total of 42 students from both courses enjoyed an exceptional day at the Sports City, where they attended conferences, toured the facilities, and had lunch. Among other activities, the students had the opportunity to attend sessions led by Víctor Orta, the sporting director of Sevilla FC, and Emilio de Dios, the club’s Scouting Manager. To conclude the day, they moved to the Ramón Sánchez-Pizjuán for a Stadium Tour, which delighted all attendees.

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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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Winners of the III Blasco Garzón Awards Chosen

The ‘Sevilla FC Chair: University, Business, and Sports’ at Pablo de Olavide University (UPO) will mark a significant event on March 7th. This occasion will witness the presentation of the Blasco Garzón Awards, with the winners for the III edition already selected following the opening of the submission period on November 20th. Numerous submissions from various faculties have been received, and the jury’s decision can be accessed here.

Through its Innovation Center, Sevilla FC acknowledges the excellence of the best Bachelor’s and Master’s Final Projects presented by students enrolled at UPO, both in official degrees and continuing education. With this initiative, the club aims to promote study, initiation into research, and knowledge transfer in various fields of knowledge, fulfilling the primary objectives of its Innovation Center.

The award ceremony, scheduled for March 7th, will commence at 12:30 PM in the press room of Pablo de Olavide University.

The Manuel Blasco Garzón Award pays tribute to the memory of the former president of Sevilla FC, under whose tenure the entity achieved significant sporting successes and remarkable social and institutional advances. Additionally, he was instrumental in integrating a young man named to script the best pages in the club’s history: Ramón Sánchez-Pizjuán. Blasco Garzón was a prominent figure in the social and cultural life of Seville, serving, among other positions, as president of the Ateneo de Sevilla and promoting projects aimed at enhancing cultural levels in neighborhoods and contributing to citizen education, thus aiding in the fight against illiteracy.

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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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The Sevilla FC Innovation Center is now an authorized sports education center

The Innovation Center of Sevilla FC will be able to provide special sports education as it has received official authorization as an Authorized Sports Education Center. In this way, it will be able to offer post-compulsory studies with a variable duration depending on the degree and sports modality, aimed at preparing students for professional activity at different levels and specialties, with the necessary knowledge and skills to develop their work as sports technicians in the specialty of football.

These titles are the only official academic qualifications recognized in the sports field, replacing the previous training for sports coaches and monitors, with academic and professional validity throughout the national territory. They are offered by authorized private sports education centers (CAED) and by the Andalusian Institute of Sport (IAD). They also offer the possibility of direct entry into university studies if one holds the title of Senior Sports Technician. Regarding football, the Sevilla FC Innovation Center will be able to provide various coaching courses, granting students a valid qualification to practice as such throughout the national territory. Consequently, it will allow the club to train the coaches of the future, who will receive a theoretical-practical learning experience within the context of a professional elite football club.

This is another step in the growth of this platform where all the innovation proposals that Sevilla FC offers to the world of sports converge, as a result of the promotion and development of R&D&I projects, and a demonstration of the club’s commitment to the development of talent and professional profiles of all those who wish to train and improve their skills with the Sevilla FC seal.

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The President and the CEO of Gangwon visit Sevilla FC

Sevilla Football Club continues to strengthen ties with Gangwon FC. The president of the Korean club, Kim Byung-ji, and its general director, Kim Tae Joo, made an official visit last weekend in which they could get to know the club and its working methodology more closely. A new step in an agreement that once again shows Sevilla FC’s commitment to the club’s internationalization process.

“We believe that this collaboration agreement with Sevilla FC, which has a lot of football knowledge, will be an important step in bringing positive advances in terms of management and the philosophy of our club,” explained the highest authority of the Korean club. The president of Sevilla FC, José María del Nido Carrasco, received both leaders in the honor box of the Ramón Sánchez-Pizjuán and presented them with a jersey signed by the entire squad and a souvenir of the visit. They also attended the authorities’ box during the 22nd round of LaLiga against Osasuna and participated in the customary pre-match directors’ meal. They also had the opportunity to greet some of the first team players like Sergio Ramos.

“It is an honor to be able to work hand in hand with Gangwon FC. I am sure that this agreement will allow both entities to grow, which share a determined commitment to growth based on technological development and young talent. 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 recent studies is a world leader in innovation and digital technologies. This is a decisive step in our Internationalization Plan,” assured the president of Sevilla.

“The most significant thing has been that we have been able to know the vision that the club has for its new projects such as the training of international players, courses in different areas of club management, and I take away a good feeling and ideas for the future of Gangwon FC,” highlighted his Korean counterpart. Within the visit itself, the two leaders also held working meetings at the José Ramón Cisneros Palacios Sports City, where they learned firsthand about the day-to-day life of the club and its facilities, and plans were also drawn up for training both players and employees of Gangwon.

“Sevilla FC has more than 100 years of history, and has great achievements in its record, such as its 7 Europa League trophies. It has followed a long journey of progress in different aspects such as player development and club management. We hope that Gangwon FC can also follow a similar growth trajectory, and that our employees can learn a lot by visiting Sevilla FC in the future,” assured the president, who was a professional goalkeeper and represented South Korea in the memorable 2002 World Cup. Likewise, the representatives of the Asian entity learned all the details of the Ramón Sánchez-Pizjuán and showed great interest in the construction process of the new stadium planned for 2026. For its part, Gangwon wanted to take advantage of the visit to explain to Sevillistas what their club is like: “Gangwon FC was founded in 2008 and is a club that represents the province of Gangwon. Our goal is to grow and contribute to the unity of our province’s citizens. And we hope to improve talent development hand in hand with Sevilla FC, and that our young players can unleash their potential thanks to this collaboration.”

In Korean football, the visit made by Sevilla for the preseason in 2022 left a mark, so much so that they consider it a turning point in attracting new clubs to their country to carry out this type of concentration: “The impression that Korean fans have of Sevilla FC is that it is a historic, renowned club. Sevilla FC made a great impact in Korea on the tour two years ago, and that made more renowned clubs visit Korea. We hope that something similar can be repeated in the future.”

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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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Ramón Sánchez-Pizjuán Stadium will once again host the opening session of the “Sports Data Forum 2024”.

Once again this year, Sports Data Campus and Sevilla FC will go hand in hand in the launch of the Sports Data Forum 2024. As usual, this training event, which will run from 21 March to 24 June, will be launched at the Ramón Sánchez-Pizjuán with a very interesting face-to-face session. It will cover topics related to technology in football, such as data at the service of sports management, data analysis in professional football, data at the service of the coaching staff, physical preparation and AI in sport.

The Sports Data Forum is organised by Sevilla FC, Sports Data Campus and the Catholic University of Murcia (UCAM), with which the club has a fruitful agreement through the Sevilla FC Innovation Center. Although more speakers for this attractive initial session will be announced as the weeks go by, the Sevilla FC president, José María del Nido Carrasco, the sporting director, Víctor Orta, the head of Data Football, Jesús Olivera, as well as the head of R+D+i, José María Cruz Gallardo, have confirmed their participation. Details of the event, as well as how to attend this inaugural session, will be made available on the official website of the event.

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Sevilla FC presents Scout Advisor at the IBM Techxchange Summit 2024

Sevilla FC was present this Tuesday at the opening of the prestigious IBM TechXchange Summit, one of the most important technological congresses whose 2024 edition is taking place in Barcelona. An unbeatable opportunity to present Scout Advisor, the innovative Generative Artificial Intelligence (AI) tool that the club will use to identify and characterise players based on the natural language present in the scouting reports generated by its scouts, to an audience of more than 1,500 people.

Built on ‘watsonx’, IBM’s Artificial Intelligence (AI) and data platform for enterprises, Scout Advisor is being developed at the express request of Sevilla FC and complements its AiFootball and AiScouting tools by integrating with them in the future. Elías Zamora, data director of Sevilla FC, was in charge of presenting Scout Advisor on the main stage of the convention, together with the vice-president of IBM, Dinesh Nirmal, who had travelled to Spain and was wearing a Sevilla FC shirt for the occasion. They inaugurated the three-day event.

Scout Advisor makes it possible to automatically identify and characterise players based on textual information from hundreds of thousands of scouting reports. “We have probably the most extensive player database in football and now with Scout Advisor the process of searching and finding talent among so many reports will be much more accurate and faster. Generative artificial intelligence allows us to process the subjective aspects described with human language in its different forms and not only the objective data,” explained Elías Zamora.

The alliance between Sevilla FC and IBM confirms the club’s commitment to technological development, which has made it a reference in innovation in the world of football. In this sense, IBM did not hesitate to propose this collaboration with an entity, Sevilla FC, which it considers to be one of those high-level companies that create value and use technological innovation to transform the business, as admitted both Dinesh Nirmal this Tuesday in Barcelona and Fernando Suárez, director of Software in Spain for IBM, in the presentation to the media last week in Seville.

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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.