Published: April 30, 2026 at 7:03 am
Football is one of the most emotional industries in the world, capturing the hearts and minds of fans from a young age.
They come back every time, despite the occasional heartbreak. It’s a masterclass in brand loyalty; but there are other teachable moments for businesses beyond legions of die-hard fans.
Behind the chants, rivalries, last-minute goals and dramatics from players looking to delay and distract, sits an increasingly complex business operation.
Like a top signing, accessible, cohesive and responsive data can change your game entirely. Our work with Sunderland AFC is a good example of how data can take you from the underdog, to snapping at the heels of the best the Premier League has to offer.
While we can’t take credit for the goals, I’ll simply say our relationship with the club began in 2022.
For businesses looking to do the same, treat your data like Sunderland AFC treats matchday preparation. Because in both cases, better information leads to better decisions – and better decisions.