Sunderland hire Scottish Rugby data expert James Mullins for key business role | OneFootball

Sunderland have strengthened their off-field operation by appointing Scottish Rugby data specialist James Mullins as Head of Business Insights.

According to Sunderland Echo, Mullins moves to Wearside after more than five years with Scottish Rugby, where he most recently served as Head of Digital and Data.

He previously held the roles of Head of Data and Insights and Data Science Manager, establishing a track record in performance analytics, reporting and strategic decision-making within elite sport.

His background also includes academia, with stints as an associate lecturer at Northumbria University and a lecturer in sports performance analysis at the University of Gloucestershire.

Earlier in his career he worked as a performance analyst at Performance Advantage, delivering consultancy across elite sport, including projects with Durham CCC and Scottish Rugby Union.

The appointment underlines Sunderland's increasing focus on data-led decision-making across football and commercial areas, with continued investment in infrastructure and specialist staff to support long-term growth.

Source: Sunderland Echo