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 enla 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.
El Ramón Sánchez-Pizjuán ha sido la sede este jueves de la sesión de inauguración del Sports Data Forum 2025, un evento de referencia internacional que destaca por su apuesta en la innovación tecnológica y laformación académicaen la industria deportiva. El acto ha contado con la presencia de José María del Nido Carrasco, presidente del Sevilla FC, Miguel Ángel del Barrio, director de programas de Sports Data Campus, José María Cruz Gallardo, responsable de Innovación Deportiva en el Sevilla FC, Lourdes Meroño García, decana de la Facultad de Deporte de la UCAM, y David R. Sáez, CEO de Sports Data Campus.
Durante su intervención, Del Nido Carrasco resaltó el firme compromiso del Sevilla FC con la innovación y la tecnología aplicada al fútbol, destacando herramientas como ‘Ai Football’, ‘Ai Radar’, ‘Ai Scouting’ y ‘Scout Advisor’ y subrayando el papel clave que juegan en la evolución y mejora del análisis deportivo. Además, reafirmó la apuesta del Sevilla FC por la formación de talento en este ámbito.
Compromiso con la tecnología y la formación
Por su parte, Lourdes Meroño enfatizó la relevancia del vínculo entre la universidad y el deporte profesional. La UCAM es la universidad con mayor número de deportistas olímpicos y paralímpicos a nivel mundial. Meroño subrayó la importancia de la colaboración entre las instituciones presentes, alineando la academia, la investigación científica y el análisis de datos con la formación, la investigación y la transferencia de conocimiento en el ámbito deportivo.
La alianza entre el Sevilla FC, el Sports Data Campus y la UCAM fortalece la construcción de una comunidad formativa fue el pilar que más subrayó José María Cruz Gallardo, responsable de Innovación Deportiva Fútbol del Sevilla FC. El club, a través de su Innovation Center, articula numerosas apuestas formativas relacionadas con el análisis de datos, la innovación y el desarrollo tecnológico. Cruz Gallardo, además expresó su gratitud hacia el club y en especial a la figura del presidente por su respaldo continuo a la innovación y la mejora continua dentro del fútbol.
Finalmente, David R. Sáez, CEO de Sports Data Campus, incidió en la relevancia de la formación como eje clave en la transformación del fútbol moderno. El trabajo conjunto entre UCAM, Sevilla FC y Sports Data Campus ha permitido generar un entorno propicio para la profesionalización del análisis de datos en el deporte. Por su parte, Miguel Ángel del Barrio, director de programas de Sports Data Campus, agradeció la confianza de los alumnos y su participación en el foro.
Un evento de referencia en el análisis de datos deportivos
El Sport Data Forum 2025 se perfila como un espacio de referencia en el análisis de datos deportivos, donde la sinergia entre la tecnología, la academia y la industria del fútbol continúa impulsando el crecimiento y la profesionalización del sector. Con un enfoque en la formación y el desarrollo de nuevas herramientas de análisis, este evento refuerza el compromiso del Sevilla FC con la innovación y la excelencia en el ámbito deportivo.
Sevilla FC has signed a two-and-a-half-year agreement with BrainsFirst BV to implement cognitive assessment technology in the development of its young footballers. This collaboration aims to enhance player performance and facilitate the identification of new talents.
With these technological tools, the club will incorporate cognitive skills analysis into the existing evaluation criteria for future professional and elite players, alongside physical, technical, tactical, and mental performance.
BrainsFirst BV, which collaborates with top-tier clubs such as Ajax, Real Sociedad, PSV, Bayer Leverkusen, Nottingham Forest, and Eintracht Frankfurt, provides a diagnostic platform based on neuroscience and gamification. Agustín López Páez, Director of the Youth Academy, highlights that this partnership will be key to training young footballers, as it represents an innovative tool in cognitive control within elite sports and will complement Sevilla FC’s modern and coordinated youth development approach.
A step forward in youth training and development
Antonio Gutiérrez López, Project Manager at Sevilla FC, emphasizes that this new technology will provide a deeper understanding of the players and their potential, making their development more effective. With objective and verifiable data, coaches will be able to make more informed decisions, aligning with the club’s data-driven strategy and strengthening its strategic plan. To achieve this, Sevilla FC will combine its own resources with the expertise of its new partner.
Jens Urlbauer, Business Development Director at BrainsFirst BV, explains the significance of this alliance with Sevilla FC: “We are delighted to collaborate with a club that has a clear vision for player identification and development, and that is integrating innovative tools to achieve even greater success. Sevilla FC aims to support its players in their transition to professional football, emphasizing the importance of data-driven insights in this process.”
Sevilla FC continues to strengthen its position as a technological leader in sports and was present at one of the industry’s key international events, the Mobile World Congress, which took place in Barcelona during the first week of March.
In collaboration with IBM, Sevilla FC participated in the event’s exhibition area, offering an immersive experience that allowed attendees to explore the use of the Scout Advisor tool. Developed by the club together with IBM and its Generative AI platform, WatsonX, this tool provides player performance reports similar to those generated by the club’s scouts. Congress visitors were able to interact with a foosball table powered by generative AI to create these reports, optimizing the collected information and reducing the time required to consult and access data.
Elías Zamora, the club’s head of data, participated in a roundtable discussion about the transformation of football scouting through Generative AI, where he presented the club’s technological projects to industry-leading companies and specialized media, both national and international.
Sevilla FC’s participation in the Mobile World Congress also served to announce that the club has become the first entity in the world to join the AI Alliance, an organization founded by IBM and Meta, which already has over 150 members from companies and academic institutions. The goal is to promote the ethical and open use of Artificial Intelligence. Additionally, both Scout Advisor and Sevilla FC were featured in a blog post by Meta, highlighting the successful use of its Llama 3 model.
El Curso de Entrenadores del Sevilla FC continúa su desarrollo con un enfoque práctico y teórico que refuerza la formación de los alumnos. En las últimas semanas, los participantes han completado dos módulos fundamentales en su aprendizaje como son Legislación y Técnica, áreas esenciales para su desarrollo como entrenadores.
Uno de los aspectos más destacados ha sido la metodología de enseñanza aplicada, que combina sesiones teóricas con experiencias prácticas en el campo. Antes de cada clase teórica, los alumnos han tenido la oportunidad de realizar visionados de entrenamientos, guiados directamente por el docente del módulo correspondiente. Esta iniciativa les permite analizar en tiempo real las dinámicas de trabajo y trasladar ese conocimiento a las sesiones en aula.
Durante el mes de febrero, el encargado de impartir el módulo ha sido Javier Martínez, actual segundo entrenador del Sevilla Atlético, primer filial del club. Su experiencia en el fútbol de alto rendimiento ha sido un gran valor añadido para los alumnos, quienes han podido conocer de primera mano las claves del día a día en un equipo profesional que compite en Primera RFEF.
El programa formativo no se detiene, y la próxima semana los participantes iniciarán un nuevo módulo, que estará dirigido por José Manuel García-Baquero, técnico de cantera del Sevilla FC.
Con este curso, el Sevilla FC refuerza su compromiso con la formación de entrenadores, asegurando que las nuevas generaciones cuenten con los conocimientos y herramientas necesarias para crecer en la industria del fútbol.
The SPORT DATA FORUM 2025 (SDF 2025) is organized by Sports Data Campus, with the key collaboration of Sevilla FC and the Catholic University of Murcia (UCAM). This one-year program will kick off with an in-person session at Sevilla FC’s iconic stadium, followed by monthly online sessions every Monday until February 2026, enabling global and continuous participation.
It has become a tradition for Sports Data Forum editions to begin at Sevilla FC’s facilities, and 2025 will be no exception. This year’s edition, one of the most important events in the field of sports Big Data, will launch at the Ramón Sánchez-Pizjuán Stadium on March 20. The opening session will feature over ten hours of debates, conferences, and interactive activities. Tickets are available here.
As always, SDF 2025 will welcome international experts who will discuss innovative topics, present real-world case studies, and analyze the impact of data analytics on sports performance and strategic decision-making. This event is an essential opportunity for professionals and enthusiasts passionate about the intersection of technology and sports, offering a comprehensive perspective on current and future trends in sports analytics.
Sevilla FC has strengthened its position as a leader in technological innovation in football during the SPOBIS Conference 2025, held in Hamburg on February 5 and 6. Elías Zamora, the club’s Head of Data, presented the “Scout Advisor” tool, developed in collaboration with IBM. This application uses generative artificial intelligence to process scout reports, combining qualitative and quantitative data, significantly reducing the time needed to identify suitable talents.
Additionally, Sevilla FC has been recognized for its commitment to digitalization, being nominated for the Best Digitalization Project in a Medium-Sized Company at the Disruptores Innovation Awards 2024. This nomination highlights the club’s dedication to developing proprietary technological tools that enhance its daily operations across all areas.
Participation in international events, such as LALIGA Extratime in China, has allowed the club to share its technological advancements and internationalization strategies, further consolidating its global presence and reputation as a leader in innovation within the football industry.
These initiatives underscore Sevilla FC’s commitment to integrating technology and artificial intelligence into its processes, both in sports and business, positioning the club as a leader in digital transformation in European football.
Sevilla FC D, the club’s international team, continues to strengthen its squad with young talents from around the world, welcoming Nigerian forward Chimezie Paul Obi.
The 19-year-old player has already integrated into the training sessions of Óscar Olomo’s team and has shared his feelings about his first experience with the club.
“Well, my experience in Seville is very good. I enjoy everything about the city; everything is great in Seville. I’m very happy to be in Seville because it’s one of the clubs I dreamed of being a part of. So, I’m very happy to be at Sevilla FC,” he commented about his first days at the club.
In addition to the Nigerian forward, the international team have players from Indonesia, the United States, Mexico, Puerto Rico, and Sweden.
Furthermore, Chimezie Paul Obi has sent a message calling on his compatriot Ola Great to undergo a trial with Sevilla FC D in the coming months:
“Hello, my friend Ola. I’m Obi Paul, a Nigerian player for Sevilla FC D, and we would love for you to come and take a trial with our international team. We’re waiting for you.”
Ola Great had challenged Sevilla FC’s English account on X (formerly Twitter), asking how many times his post would need to be shared to secure a trial with the club. After meeting the required number of shares, Sevilla FC has opened the door for him to try out for Sevilla FC D, the club’s international team.
Organized in collaboration with the Sevilla FC Innovation Center, the Catholic University of Murcia (UCAM), and Sports Data Campus, this course will begin on March 25, maintaining its offer in Spanish, with an English version coming soon.
This training program has established itself as a reference in the football industry, providing students with specialized education in the use of advanced data analysis technologies, scouting, and decision-making in sports. Thanks to its practical approach and strong connections with elite clubs, students have the opportunity to intern in the Data and Analysis departments of Sevilla FC, as well as in other clubs and organizations within the sector. Additionally, the master’s program promotes the development of high-impact final projects, where students can apply their knowledge to real-world cases.
The faculty is composed of renowned figures in the football world, including Víctor Orta, Sporting Director of Sevilla FC; Ramón Rodríguez Verdejo ‘Monchi’, Director of Football Operations at Aston Villa Football Club; Jesús Olivera Fernández, Head of Data Football at Sevilla FC; José Rodríguez, Performance and Data Analysis at Aston Villa, among others.
For those interested in learning more about the program, course content, and enrollment process, all information is available at the following link.
The coaching course offered by the Sevilla FC Innovation Center has recently completed another module, focused on disability. This highly important topic provided students with the essential knowledge to adapt training methodologies to the unique needs of individuals with disabilities.
The module featured participation from both footballers and Sevilla FC Genuine coach, Salvador Bernal, along with instructor David Blanco Luengo. It included a combination of theoretical training and practical sessions involving observation, development, and implementation.
This module aimed to equip future coaches not only with technical and tactical skills but also with the abilities and resources needed to work with players with functional diversity. During the session, attendees learned how to adapt exercises, manage inclusive teams, and promote integration through sport.
Sevilla FC and Gangwon FC have strengthened their collaboration, established in January, by taking another significant step forward. This time, employees from various departments of the South Korean club participated in the Business Academy program, organized by Sevilla FC’s Innovation Center.
During their stay, Gangwon FC representatives closely experienced the daily operations of Sevilla FC, both at the Ramón Sánchez-Pizjuán Stadium and the José Ramón Cisneros Palacios Training Ground. They took part in a week of training sessions focused on both sports and business areas. Additionally, they enjoyed the unique experience of attending the thrilling match between Sevilla FC and Celta live, marked by the emotional farewell of legendary captain Jesús Navas.
Since the agreement was signed, Gangwon FC has visited Spain twice. The first visit was led by the South Korean club’s president, Kim Byung-ji, and general manager, Kim Tae Joo. During this second visit, managers from departments such as marketing, ticketing, and events participated in the activities, further solidifying the partnership between the two clubs and underscoring Sevilla FC’s commitment to internationalization and the educational excellence of its Innovation Center.
