Sunderland appoint Scottish Rugby data specialist James Mullins to lead business insights | OneFootball

Sunderland have appointed James Mullins as Head of Business Insights, hiring the senior data specialist from Scottish Rugby in a key off-field move.

In a LinkedIn post, Mullins said he was delighted to join, praised the club’s history, ambition and fanbase, and said he looked forward to working with David Bruce, Brandon Furse and Scott McCubbin as momentum builds. He described Sunderland as having huge potential.

Mullins spent more than five years with Scottish Rugby, most recently as Head of Digital and Data. He previously served as Head of Data and Insights and Data Science Manager, shaping performance analytics, reporting and strategic decision-making.

His background also includes academia, with roles as an associate lecturer at Northumbria University and a lecturer in sports performance analysis at the University of Gloucestershire. Earlier, he worked as a performance analyst at Performance Advantage, delivering consultancy across elite sport, including with Durham CCC and the Scottish Rugby Union.

The appointment reflects Sunderland’s increasing focus on data-led decision-making across football and commercial departments. The club is investing in infrastructure and personnel to support long-term growth.

Source: Sunderland Echo