Manchester United, one of the most renowned football clubs globally, has made a significant move in their data department. The club has appointed Mike Sansoni, a key figure from Mercedes' Formula One team and a serial winner in his field, as their new director of data. This strategic appointment aims to leverage artificial intelligence (AI) and data-driven decision-making to transform the club's fortunes.
Mike Sansoni is no stranger to success. He contributed significantly to eight world championship-winning seasons during an 11-year tenure at the Mercedes F1 team. Despite never having worked in football before, his expertise as Mercedes’ senior performance engineer makes him an ideal candidate for this role.
Sansoni replaces Dominic Jordan who left Manchester United last year. In his new position at Old Trafford, he will report directly to chief executive Omar Berrada. Interestingly enough, Sansoni already has ties with Manchester United co-owner Sir Jim Ratcliffe due to Ineos' minority stake in Mercedes.
New era for Manchester United
The hiring of Sansoni signals a new era for Manchester United - one that embraces AI and data-led strategies. The club expects him to use his extensive knowledge of data and artificial intelligence significantly.
After making 450 people redundant recently, further appointments are expected within his team soon. As stated by the club: “He [Sansoni] has been tasked with establishing Manchester United as a data-led organisation, embedding predictive and AI-driven decision-making across football and the wider club.”
This move reflects an increasing trend among sports teams towards using advanced analytics and AI technologies for strategic decisions both on and off the pitch.
Other key appointments
In addition to hiring Mike Sansoni as director of data, Manchester United also announced Kirstin Furber's appointment as their new people director. Furber brings with her vast experience from various broadcasters, including Channel 4, BBC Worldwide, and 20th Century Fox. She has also served on the board at British Wheelchair Basketball and the London Football Association.
Manchester United's recent appointments reflect a strategic shift towards data-driven decision-making and AI technologies. With Mike Sansoni at the helm of their data department, fans can expect a new era of football that leverages advanced analytics for improved performance. This move not only promises exciting times ahead for Manchester United but also sets an example for other clubs to follow in embracing technology in sports.
