David Sumpter on football analytics and artificial intelligence

In the age of artificial intelligence (AI), data is everywhere, including in football. But in a world suffering from information overload, turning that data into actionable insights is a daunting task. In this fascinating session, Professor Sumpter draws on ten years of experience and a series of case studies to explore how clubs can use AI to improve efficiency, find young talent, and achieve success – both on the pitch and in the boardroom.

Part 1: Finding your identity (Hammarby IF)
Hammarby IF have performed strongly of late; both their men’s and women’s sides finished second in the Swedish top flight in 2025. The six years Professor Sumpter spent helping them make the most of AI are part of the reason for that success. In this section, he reveals how they used the technology to shape the club’s on-pitch identity. The outcomes of their analysis influenced everything from their choice of head coach and technical director to transfer policy and tactics – with immediate and lasting results. 

Part 2: Getting points on the board (Wycombe Wanderers, Burton Albion and Degerfors)
Next, Professor Sumpter turns his attention to the potential of AI systems to improve results on the pitch by highlighting where your team is underperforming. Wycombe Wanderers used it to make more of attacking throw-ins, while Burton Albion and Degerfors both employed the technology to make their playing style more effective and stave off relegation. Crucially, all three clubs were fully committed to the data-informed approach, and determined to learn from that data rather than simply collecting it for its own sake.

Part 3: Scouting using AI
To conclude the webinar, Professor Sumpter shows exactly how clubs in four different countries used AI to analyse their performance, identify potential transfer targets, and predict how those players might perform if they were signed. These examples serve to underline that these AI systems are intended to assist qualified scouts, not replace them. Used effectively, they have the potential to increase the number of players your team can assess, thus helping smaller clubs to close the gap to better-resourced competitors. 

Note: Readers should be aware that AI-generated forecasts are not always reflected in reality, and there is a need for more research into how AI models are validated for use in a football environment.