Sunderland AFC is strengthening its use of data through a new multi-year partnership with North East-based data solutions leaders Seriös Group, who will continue as the club’s Data Solutions Partner.
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.
Through Seriös ONE, Sunderland AFC is bringing together data from across its commercial and football operations, providing stakeholders with a clearer view of commercial activity, fan engagement and football performance. This is helping the club make more informed decisions, respond more quickly to opportunities and maximise the value of its data.
Sunderland is competing in both the Premier League and UEFA Europa League this season.
“Data is increasingly central to how we operate as a football club, and our partnership with Seriös Group has played an important role in helping us build a stronger and more connected data capability across both our commercial and football operations,” said James Mullins, head of data and technology at Sunderland AFC.
“The ability to bring together data from across the Club and turn it into meaningful insight is helping us make better-informed decisions, identify opportunities and operate more effectively.
“Seriös Group has been a valuable partner in that journey, with a strong understanding of both our ambitions and the complexities of working within a football environment. As we continue to develop our use of data, we’re excited to build on the foundations we’ve established together.
“This new agreement reflects the strength of the relationship and our shared ambition to keep innovating and finding new ways in which data can support Sunderland AFC’s continued growth and performance.”
Mike Papadimitriou, chief financial officer at Sunderland AFC, said: “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.”
Lee Rorison, founder and CEO of Seriös Group, 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 and sponsorship.
“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 seeing 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.”
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