Data for Sporting Directors
For Sporting Directors and technical leaders who want to use data to improve long-term planning, recruitment, and decision-making at their club.
By Dominic Jordan
When: February - March 2026
Duration: Ten weeks
Price: €1195 + VAT
Course introduction
This course provides a comprehensive guide to using data in football, covering everything from the history and types of data to advanced applications in player recruitment, tactical analysis, and coaching decisions. Led by Dominic Jordan, the only person to have worked at an executive level with both Elon Musk and Manchester United, the focus is on how to get the most out of data within your organisation. Real-world case studies — from Brighton’s playing style evolution to Brentford’s talent identification — anchor each module in practical, club-level insight.
By the end, participants will know how to structure a data department, integrate analytics into decision-making, and plan next steps tailored to their club’s context and budget. From National League to the Premier League, this course is built for Sporting Directors who want to make smarter decisions, avoid costly mistakes, and lead with confidence in a data-driven era.
Course content
Choose the right data sources for your club’s needs
Understand key metrics like xG, xT, PPDA and how they’re built
Analyse team data to assess style and tactical fit
Use data in player transfers and coaching decisions
Build a sustainable data department and strategy
Avoid common data mistakes and improve long-term decisions
Pedagogical approach
Case studies from clubs at all levels
Weekly tasks tailored to your club’s context
Practical, modular format focused on real decision-making
Dominic Jordan
Dominic Jordan is the Chief Data Officer at Twelve Football and formerly served as the Director of Data at Manchester United. He has been instrumental in establishing modern data science practices within football organizations, enhancing analysis and recruitment strategies.