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

Sunderland have bolstered their off-field operation by hiring James Mullins as Head of Business Insights, joining from Scottish Rugby.

He confirmed the move in a LinkedIn post, calling it an exciting new chapter and noting the club’s history, ambition and fanbase. He said he looked forward to working with David Bruce, Brandon Furse and Scott McCubbin.

Mullins arrives after more than five years there, most recently as Head of Digital and Data. He previously served as Head of Data and Insights and as Data Science Manager, building a reputation in performance analytics, reporting and strategic decision-making.

His background also spans academia, including roles as an associate lecturer at Northumbria University and a lecturer in sports performance analysis at the University of Gloucestershire.

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

The hire underlines Sunderland’s push for data-led decision-making across football and commercial operations, with ongoing investment in infrastructure and people to support long-term growth.

Source: Sunderland Echo