Revolutionising Sunderland AFC with Seriös ONE

Introduction

Making data-driven decisions is paramount, and Sunderland Association Football Club is leading the charge by embracing Seriös ONE, a cutting-edge suite of AI data solution technology. This initiative represents a transformative leap for the club, uniting football performance analytics with commercial operations and fan engagement.

Seriös ONE is a technology-agnostic suite of AI data platform products that automates data integrations, data modelling, and fundamentally automates data engineering, enabling the football club to focus on insights that drive smarter business decisions.

As Sunderland AFC’s official data partner, Seriös Group is working with the club to deliver this ground-breaking platform suite. By consolidating insights from football performance data sources, and fan interactions across a range of touchpoints (CRM, ticketing, retail operations, and digital), Sunderland AFC is redefining how football clubs operate on and off the pitch.

Challenge: Siloed Data, Disconnected Insights

Like many football clubs, Sunderland AFC faces the challenge of managing vast, disparate data streams. On the pitch, performance data offered powerful insights, but in isolation from one another. Off the pitch, fan data from ticketing, retail, and digital engagement lived in separate systems, making it difficult for the club to develop a unified, 360-degree view of their operations and fanbase.

This fragmentation not only slowed down decision-making but also limited the club's ability to create personalised fan experiences, drive commercial revenue, and optimise player performance. Sunderland AFC needed a single platform that could unify these critical data sources, enabling real-time insights and cohesive strategic planning.

Solution: Seriös ONE – AI Data Solution Technology

To address these challenges, Sunderland AFC adopted the Seriös ONE suite of data platform products that integrate multiple data streams into one centralised platform. This integration allows Sunderland AFC to break down traditional silos and establish a holistic view of the club’s performance, commercial operations, and fan interactions. Seriös ONE technology is deployed into Sunderland AFC's own cloud environment, ensuring the club retains full control of its data and infrastructure. By unifying data streams with Seriös ONE, Sunderland AFC can leverage advanced analytics and actionable insights across its operations, while benefiting from automated data integration, modelling, and engineering framework, that allows them to focus on strategic decision-making.

Impact: Data-Driven Success On and Off the Pitch

Seriös ONE empowers Sunderland AFC to enhance football performance, optimise commercial operations, and deepen fan engagement through data-driven insights.

Football Performance Data - Seriös ONE provides analysts with rich datasets to support scouting, tactical analysis, and player development to make more informed decisions and provide evidence-based feedback. By visualising player and team data, they can identify key insights, helping to support the coaching process, formulate match strategy, and objectively review performance.

Commercial Operations - One of the most impactful outcomes for Sunderland AFC’s commercial business is the "single view of the fan," allowing the club to personalise fan interactions based on behaviours, preferences, and history. With fan interactions, from ticket purchases to merchandise orders in one place, the club can understand fan behaviours on a more intimate level and start to offer hyper-personalised experiences to its supporters.

Operational Efficiency - By centralising key data sources within Seriös ONE, Sunderland AFC is working towards streamlining processes, reducing manual tasks, and improving collaboration across departments. This allows the club to focus on strategic initiatives, planning and fan engagement, ultimately helping to drive success on and off the pitch.

Future Roadmap

Sunderland AFC is not stopping here. Plans are already in place to further expand the capabilities of Seriös ONE at the club, with future developments focused on predictive analytics, AI-driven processes, and the integration of payments and stadium access data. By incorporating in-stadium card terminal payments and stadium access data, the club will be able to gain valuable insights into fan spending patterns and attendance trends. This data integration will allow Sunderland AFC to optimise operations and enhance overall matchday experiences.

Conclusion

Sunderland AFC is not just a football club; it is a modern data-driven enterprise equipped to succeed in the digital and AI age. By embracing Seriös ONE in partnership with Seriös Group, Sunderland AFC is proving that success on the pitch is inseparable from success off it. Through the power of integrated data, Sunderland AFC is creating a smarter, more agile, and more engaged club, one that is ready to compete at the highest levels of modern football.