Leading sports intelligence company Twenty First Group is spearheading the data revolution in professional sports. Since joining last season, City’s sporting director Ben Knapper has emphasized data in the club’s strategy. The €3.5 million transfer of a 23-year-old center-back from Bulgarian club Levski Sofia is considered one of the top deals of the transfer window.
The Canaries’ clever scouting in less prominent European leagues allowed them to secure this player, valued at €7.2 million by the London-based data insight group, with potential to become a Premier League player within two seasons. Omar Chaudhuri, chief intelligence officer of Twenty First Group, explained that while some players flourish and others don’t, projections indicate this player could reach Premier League level in two to three years. Acquiring a future Premier League player at this price is seen as a phenomenal deal, considering typical Premier League starting center-backs cost £10m to £20m.
Knapper’s first six months at Norwich were a whirlwind, marked by the appointment of Johannes Hoff Thorup as head coach, signaling a new direction. The signing of the highly-rated Panamanian international center-back exemplifies Knapper’s data-driven approach. This approach, rarely used by Championship clubs, sees value in less scouted markets like Bulgaria. Levski Sofia, rated as a lower half Championship-level team with a strong defensive record, provided a key player in Cordoba, making him a good fit for Norwich.
Chaudhuri noted that market forces influence player prices, and clubs scouting the same markets can drive up prices. Twenty First Group projects Cordoba will add 2.4 league points to Norwich, a significant contribution in the context of team improvement.
Knapper, previously known for innovation at Arsenal, aims to keep Norwich at the forefront of the data-driven innovation race in professional football. Chaudhuri emphasized that embedding data into decision-making processes is crucial, not just for recruitment but across the whole club. Successful clubs, like Brighton and Brentford, have demonstrated how data can drive innovative recruitment strategies.
Data provides objectivity and scale, allowing clubs to evaluate a vast number of players quickly. Twenty First Group uses global models to assess player levels and potential impacts across different leagues. Their analysis of Cordoba, based on his performance in Bulgarian football, suggests he could significantly impact the Championship and potentially the Premier League.
Norwich’s strategic approach, backed by data and new investments, aims to achieve competitive advantage and sustained success.
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