Oldham Athletic is leveraging a new sport‑analytics partnership to enhance its player recruitment pipeline, giving students hands‑on data work while the club gains fresh insights. The collaboration, forged between Falk College of Sport and the club, has already fed into scouting decisions for the upcoming season.
How did the partnership start?
Four years ago, sport‑analytics professor Shane Sanders met Oldham fan and economics professor James Reade at a conference in Spain. Their shared enthusiasm sparked a dialogue that led to Reade visiting Falk College, where he saw students already supporting Syracuse Athletics and professional teams worldwide. This encounter convinced Darren Royle, Oldham’s CEO, to create an Academic Advisory Board that includes innovators like Reade, making Oldham the only English professional club with such a board.
What does the partnership deliver?
Students from Falk College, including women’s‑team member Ava Uribe, have produced research that reached the MIT Sloan Sports Analytics Conference finals. Their analysis now informs Oldham’s recruitment strategy, with the club’s scouting staff citing the students’ “high level of skill” and “real pool of talent.” The partnership also hosts events like the second Football Analytics Conference, co‑organized by Oldham, Falk College, and the University of Reading, showcasing joint research and networking opportunities.
Why is this important for Oldham?
Oldham’s deep‑rooted history gives the collaboration instant credibility, but the real value lies in the club’s commitment to education at every level. By integrating academic rigor with on‑field needs, the club hopes to uncover hidden talent, improve tactical decisions, and strengthen community ties in Greater Manchester. The initiative reflects a broader trend of lower‑league clubs turning to data‑driven methods to stay competitive.
What’s next for the club?
The partnership will expand to include more students working on match‑day analytics, injury prevention, and fan engagement projects. As the season progresses, Oldham will continue to test data‑derived insights in real matches, starting with their next fixture: vs Chesterfield (away, 2027-02-20) (15th in the table). This practical application aims to turn analytical theory into measurable on‑pitch results.
