In football, behind every great signing, there is a meticulous process combining scouting, data analysis, and alignment with club ethos. Stuart Benthom, former Chief Scout at Blackpool FC and Coventry FC, provided a fascinating insight into this during Portobello Institute’s Pathways to Football Scouting webinar in September 2024.
His experience sheds light on what it takes for a club to implement an efficient and effective recruitment process. For those looking to step into this dynamic world, Portobello Institute's MSc in Sports Performance Analysis equips aspiring professionals with the expertise to thrive in performance analysis, scouting, and recruitment.
Building from the Top: Philosophy and Ethos
At the heart of any successful football club is a clear ethos and philosophy. Benthom emphasises that recruitment starts not with the scout, but with the ownership of the club.
“This is a model [see figure below] of what I would consider the best practice for a way a club should work from top to bottom. In terms of really drilling down into having an efficient and effective recruitment process. It all starts with the ownership of the club, the ethos of the club, or philosophy.”
This top-down approach is key, particularly when clubs are clear on their identity and values. Benthom highlights that clubs with a clear philosophy, like Brighton & Hove Albion, can seamlessly translate this into their scouting and recruitment strategies.
Brighton’s Success: Aligning Values with Recruitment
When discussing recruitment strategies, Benthom pointed to Brighton & Hove Albion as a prime example of a club with a strong, cohesive philosophy:
“Obviously, Brighton have a really strong ethos there and a really strong philosophy, which probably filters down into the kind of coach they would hire in terms of their game model... As long they are clear about what they want and they can communicate that with their analysts and with their other coaches and you have a clear framework then it is probably easier to break down in terms of what role is required from each player on the pitch.”
This clarity allows Brighton to recruit players who align not just in terms of talent, but in terms of style and fit within the team’s overall game plan. It’s this holistic approach that Benthom stresses is vital in modern football recruitment – a philosophy shared by many successful clubs.
Scouting and Data: A Unified Approach
One of the key points in modern football recruitment is the integration of traditional scouting with data analysis. Benthom stresses that these two approaches should never be at odds, but rather should complement each other:
“Once you have that [clear framework], you can build profiles for each position on the pitch to assist scouting. That can be when you're scouting in a traditional sense watching players, and also for the data metrics as well. Those two should always align.”
Data plays an increasingly crucial role in recruitment, helping scouts and analysts identify players who not only fit the tactical and technical demands of the team but also match the desired performance metrics.
Performance Analysis and the Role of Data
Benthom goes on to explain how data can be used to benchmark the current squad and predict potential recruits' performance. This is where performance analysis truly comes into its own.
“The benchmark for the current squad is something you would do with data. Ideally, your performance analysts would use the same data package and same data provider that the recruitment department does, which makes it a little easier to predict where a player might fit in terms of performance and also style.”
Aligning data and performance metrics across departments ensures a streamlined process, making it easier for teams to assess and rank potential targets. The use of performance scores and tiered systems for potential recruits allows for a structured, data-driven approach to recruitment.
Persuasion and Due Diligence: The Final Step
Recruitment doesn't end once the scouting reports are compiled. Benthom explains that after identifying key targets, it’s crucial to present a convincing case to the club’s decision-makers:
“Once everyone’s decided their key targets, you would then put together a due diligence package that you could present to the board to the owner to put their mind at ease that all the work has been done. Then it is down to persuasion, which is the most difficult and most important part.
"Can you make a coherent argument as to why you want to sign somebody and convince the person that is paying the bills to do so?”
This final step in recruitment – convincing the decision-makers to sign a player – can often be the trickiest part. However, with strong analysis and a clear, evidence-backed case, a recruitment team can build a persuasive argument that satisfies both the technical team and the club's financial backers.
Pathways to Success with Portobello Institute’s MSc in Sports Performance Analysis
For those aspiring to work in football recruitment or performance analysis, Stuart Benthom’s insights underline the importance of integrating data, scouting, and club philosophy. Portobello Institute's MSc in Sports Performance Analysis offers the perfect platform to develop these skills. Delivered through blended learning, the programme allows students to study while working, offering a balance of academic and applied learning. With modules covering performance analysis, recruitment, data analytics, and research, students will gain hands-on experience with cutting-edge technologies and insights from active practitioners in the field.
Graduates of this programme will not only be well-versed in the technical aspects of performance analysis but also understand the importance of aligning data with a club's ethos, just as Stuart Benthom outlined. This comprehensive approach prepares them for a wide variety of roles in football and beyond, making Portobello Institute’s MSc an essential step for anyone aiming to excel in sports performance analysis.
With access to additional CPD opportunities, networking events, and the chance to study at Liverpool John Moore’s University, a leading institution in sports science, students will be well-equipped to follow in the footsteps of experts like Stuart Benthom and make their mark in the world of football recruitment and analysis.
