The evolution of football analytics 

Back then …

Back in 2015, football analytics was only just starting to find a foothold in the Premier League. A few early adopters, Liverpool FC being one of the most notable, were beginning to integrate data into performance monitoring and recruitment strategies. 

At that time, the use of analytics was relatively basic. Most clubs focused on tracking fitness and movement using GPS and wearable tech. Heatmaps and positional data gave coaches a better understanding of on-pitch efficiency, while recruitment departments began to lean on data to identify hidden gems. 

One of the standout case studies? Leicester City’s historic 2015/16 title-winning season. Data analytics played a significant role in identifying under-the-radar talents like N’Golo Kanté and Riyad Mahrez. Leicester also used analytics to optimise player fitness and tactical planning, proving that a smart, data-informed approach could beat bigger budgets. 

Liverpool also led the way. Under the guidance of Ian Graham, the club built a formidable research department that heavily influenced recruitment decisions, helping land players like Philippe Coutinho, Gini Wijnaldum, and Andy Robertson. If you’re interested in this era, Ian’s book “How to Win the Premier League” is a must-read. 

That said, data isn’t foolproof. As Ian notes, even standout performers in the numbers—like Lazar Marković or Naby Keïta—don’t always translate to success on the pitch. Context and human judgment still matter. 

Fast forward to today …

Football analytics has taken a huge leap. 

Specialist consultancies like Jamestown Analytics, Ludonautics, and Twenty First Group now partner with clubs to provide deep player insights and contextual analysis. Clubs use these tools to understand not just player ability—but system fit, tactical role, and long-term value. 

Even pitchside tech has evolved. A decade ago, video reviews had to wait until half-time. Today, tablets and touchline footage are part of every coach’s toolkit. 

What’s Next…

Looking 10 years ahead, we could see: 

  • AI-driven tactical support: Imagine real-time tactical suggestions generated by AI mid-match. 
  • AR tech for players and coaches: Smart glasses or visors offering live visuals of opposition formations and strategic overlays. 
  • Immersive broadcasts for fans: Augmented reality overlays delivering live metrics and in-depth analysis as you watch the game. (The new LFP Data Zone in Ligue 1 offers a preview of this.) 

But will fans embrace it? 

Some argue that too much data risks stripping emotion and spontaneity from the game. That the beauty of football lies in its unpredictability, not its optimisation. 

Still, as clubs like Brentford and Brighton have proven—being data-driven isn’t a gimmick. It’s a competitive edge. And for clubs that embrace it wisely, the rewards can be huge. 

The Bottom Line? 

Football analytics is here to stay. The next decade will see it become more integrated, more visible, and more advanced than ever. The key will be finding balance: using data to inform decisions without losing the soul of the game. 

Harry Trussler is a consultant at Executives in Sport Group, specialising in high-performance roles within sport. He has successfully led and supported projects for organisations across elite football, cricket and beyond. 

If you’re hiring in high-performance sport, or exploring your next role, please do contact Harry.