Tech Partnership Helping to Transform Premier League Sunderland AFC

A LEADING regional consultancy is helping Premier League Sunderland Association Football Club to transform its performance on and off the pitch through ‘game-changing technology.’ 

Seriös Group, experts in data solutions, is working with Sunderland AFC to unite football performance analytics with commercial operations and fan engagement. The transformation is being driven through Seriös Group’s agnostic suite of AI data platform products, Seriös ONE. 

Seriös Group is Sunderland AFC’s official data partner and over the past year has used its ground-breaking AI data solution technology to consolidate the club’s insights from football performance sources, and fan interactions across a range of touchpoints – including social media, CRM, ticketing, stadium metrics, academy performance analytics, retail operations, and digital. 

The integration allows Sunderland AFC to break down traditional silos and establish a holistic view of the club’s on-field performance, commercial operations, and fan interactions. 

Lee Rorison, Founder and CEO at Seriös Group, said: “We’re extremely pleased that during the first year of Sunderland AFC using Seriös ONE, they have been promoted to the Premier League. 

“Sunderland AFC is redefining how football clubs operate on and off the pitch. Like other clubs, they faced the challenge of managing many disparate data streams. 

“On the pitch, performance data offered powerful insights, but in isolation of one another, while off the pitch, data from ticketing, retail, and fan engagement lived in separate systems. 

“This made it difficult for the club to develop a unified, 360-degree view of their operations and fanbase. In particular, and of critical importance on the pitch, it meant the fragmentation slowed down decision-making and limited the club's ability to optimise player performance. 

“By integrating different streams of match performance data, coaches and analysts can make data-driven decisions and assess player contributions beyond traditional statistics. 

“Meanwhile, off the pitch it was difficult for the club to create personalised fan experiences, and drive commercial revenue. 

“In short, Sunderland AFC needed a single centralised platform to unify these critical data sources, enabling real-time insights and cohesive strategic planning. And the advantages Seriös ONE are giving the club will be a real asset to them in the Premier League.” 

Sunderland AFC’s Chief Business Officer David Bruce said: “Our work with Seriös Group has brought game-changing improvements to both our football performance and commercial operations. Moving forward, we are also working with Seriös Group on predictive analytics, AI-driven processes, and the integration of payments and stadium access data. 

“Having a single view of the customer, knowing what motivates them to be a fan, and creating personalised fan journeys are key to future successes. AI and machine learning will help us enhance opposition and player performance forecasts, and build predictive models to aid how we operate and serve. 

“Our partnership with Seriös Group is proving that success on the pitch is inseparable from success off it. Through the power of integrated data, we are creating a smarter, more agile, and more engaged club, one that is ready to compete at the highest levels of modern football.” 

Lee added: “By unifying these data streams within Seriös ONE, the club can now use advanced analytics and actionable insights across every facet of its operations. 

“The club can use these insights to target fans with tailored promotions, loyalty rewards, and personalised communications. The club will have a Premier League offer for Premier League fans.” 

Seriös ONE technology has been deployed into Sunderland AFC’s own AWS cloud environment, ensuring the club retains full control of its data and infrastructure. 

Seriös Group were a shirt sleeve sponsor for Sunderland AFC last season – which finished in dramatic style as Régis Le Bris’ team beat Sheffield United 2-1 in the Championship play-off final at Wembley to secure a place in English football’s top flight.