SAFC signs new deal with data analytics firm to enhance performance on and off the pitch
“Connected data is increasingly important to how we make decisions”
North East-based data and AI company Seriös Group has signed a new multi-year agreement with Sunderland AFC to continue as the Black Cats data solutions partner, becoming an associate partner in the process.
The new agreement will see Seriös Group, founded by lifelong Sunderland AFC supporter Lee Rorison, continue to work closely with the club's commercial and football data departments, while increasing its involvement as a partner.
Lee said: “Having worked closely with Sunderland AFC for several years, it's incredibly rewarding to see our relationship continue to grow through this new multi-year partnership.
“The exciting part is that we're building on data foundations that are already embedded into the Club's commercial and football operations, and it's delivering results. Through Seriös ONE, we've brought together data from ticketing, hospitality, retail, fan engagement and football performance, giving the club a clearer view of its operations.
“Sunderland AFC has been an excellent example of what's possible when data becomes part of how a football club operates day-to-day. The success of our work together has reinforced our belief that data has a much bigger role to play within football, and we're increasingly engaging with clubs looking to take a similar approach.
“This next phase is about building on that success. It gives us an opportunity to continue putting the Seriös Group name alongside an iconic North East institution while demonstrating what we can do in practice.
“We're incredibly proud to continue working alongside Sunderland AFC. We've achieved a lot together already, but there are some awesome opportunities still ahead of us.”
The new agreement reflects a shared commitment to further develop Sunderland AFC's use of data, as the Club continues to grow on and off the pitch.
Data analytics enables the Black Cats to have clearer view of commercial activity, fan engagement and football performance, enabling the club to “make data-informed decisions, respond more quickly to opportunities and make greater use of its data”.
James Mullins, Head of Data and Technology at Sunderland AFC, said: "Data is now right at the centre of how we operate as a football club, and our partnership with Seriös Group has helped us to build a stronger and more connected data capability within our commercial and football operations.
“We’re able to bring together data from different areas of the club and turn it into meaningful insight. This means our decisions are better-informed, we can identify opportunities more quickly and operate more effectively.
“Seriös Group has been a valuable partner on this journey. The team has a strong understanding of our ambitions and the complexities of working within football. This new agreement reflects the strength of the relationship and our shared ambition to keep innovating and finding new ways for data to support the club’s continued growth and performance."
Mike Papadimitriou, Chief Financial Officer at Sunderland AFC, added: “As the Club continues to grow, having high-quality, connected data is increasingly important to how we make decisions, manage performance and identify opportunities for sustainable growth.
“Seriös Group has been a strong partner in helping us build that capability, and we’re pleased to extend the relationship as we continue to focus on creating greater value across the Club.”