Introduction
The data science revolution, fueled by advancements in artificial intelligence (AI), is transforming industries worldwide, including Mexican football. Despite its presence for several years in player performance analysis and scouting suggestions, the potential of data science in marketing, merchandising, and other revenue streams remains largely untapped.
America FC: A Data-Driven Pioneer
Club America, a prominent figure in Mexico’s Liga MX, places significant emphasis on data science. Following their recent historic three-peat in short tournaments, they boast a fanbase of 45 million across Mexico and the United States, according to Grupo Ollamani. Héctor González Iñárritu, Club America’s operating president, highlighted the importance of data science in strategic decision-making during a recent conference alongside ITAM specialists.
Club America partners with ITAM to promote the annual ITAM Sports Analytics Conference (ISAC) but does not receive software from the institution. Instead, they will host a problem-solving competition for students in November of this year during ISAC’s third edition.
Current Landscape of Data Science in Liga MX
Santiago Fernández, co-founder of ISAC and data science expert in sports, stated that approximately 50% of Liga MX teams have a data science department. However, the effectiveness of their implementation varies.
Jorge Dennis, co-founder of data platform Statiskicks, echoed this sentiment: “While the percentage seems appropriate, some clubs possess data science capabilities but fail to leverage them optimally due to limited resources or inadequate human capital.”
Data Science in Football: Two Main Branches
Data science in football is categorized into two primary branches: sports and business.
- Sports Data Science: This branch focuses on data collection during matches and training sessions. It further divides into performance analysis and scouting.
- Business Data Science: This branch captures extensive information about fan profiles, ticket pricing, product sales statistics, consumption preferences, and more to optimize commercial opportunities.
Jorge Dennis emphasized the importance of data-driven scouting, stating that it offers a competitive advantage by providing a pool of potential targets without the need for extensive travel or time investment. However, economic considerations and coach preferences often lead to player dismissals.
Challenges in Adoption
The primary challenge for Liga MX teams lies in cultural shifts to embrace data science tools and recognize their value in decision-making processes.
“Teams without data science are at a disadvantage. Previously, having it gave an edge over competitors. Now, those who fail to adopt technology for monitoring physical states, health, tactical performance, and business operations risk falling behind,” explained the ITAM specialist.
The transition to data-driven decision-making is challenging due to the steep learning curve, high costs, and cultural transformation required.
“Mexico lags behind European leagues in adopting these technologies, though it’s among the most advanced in the region, possibly only surpassed by the United States and Brazil,” noted Dennis.
He also pointed out that affordable data science tools, starting from $25,000 annually, can significantly benefit clubs with limited budgets.
Ultimately, having dedicated data scientists and analysts who understand metrics and platforms is crucial for maximizing the benefits of these technologies.
