Sunderland agree multi-year deal with Seriös Group to deepen data partnership | OneFootball

North East firm Seriös Group have agreed a new multi-year deal to remain Sunderland AFC’s data solutions partner, upgrading to associate partner status.

According to Sunderland Echo, the company, founded by lifelong fan Lee Rorison, will continue working with the club’s commercial and football data teams while deepening its role.

Rorison said the extension builds on foundations already embedded across operations. Through the Seriös ONE platform, data from ticketing, hospitality, retail, fan engagement and football performance is unified to give a clearer view.

He described Sunderland as a strong example of data-led daily working and noted growing interest from other clubs. The next phase, he added, is about building on success and demonstrating capability alongside an iconic North East institution.

The agreement reflects a shared commitment to expand the club’s use of data as it grows on and off the pitch. Analytics give a clearer picture of commercial activity, fan engagement and performance, helping quicker, better-informed decisions.

Head of data and technology James Mullins said data now sits at the centre of club operations and the partnership has strengthened a connected capability. Bringing information together yields meaningful insight, improves decision-making and helps the club operate more effectively.

Chief financial officer Mike Papadimitriou added that high-quality, connected data is increasingly vital for decision-making, performance management and identifying sustainable growth opportunities. He said Seriös Group have been a strong partner and the relationship’s extension supports creating greater value across the club.

Source: Sunderland Echo

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