Foreword - Ed Sulley, Director of Customer Solutions

Through our world-class experience and expertise, we aim to solve the biggest challenges in elite sport.

This goal represents an important step we’ve made to ensure our business can live up to the high standards our customers demand of their partners. Simply providing great technology isn’t enough.

Of our 2,100+ employees operating out of 20 countries, many have worked on the front lines of sport across all levels. Hudl enables them to continue to provide high level consultancy to many leading clubs and federations. This creates a unique level of empathy and authenticity that’s incredibly difficult to replicate.

Earlier in March 2021, our “Hudl Presents: Performance Analysis” week showcased our continued investment into our solutions and services, whilst also highlighting our valued partnerships with great organisations such as the Association of Sporting Directors. We covered updates to Hudl Sportscode, stories from sporting leaders around the world, and introduced our newest major update to Hudl Sportscode: Studio. This new feature represents a perfect example of how a cross-functional group of talented people took our customers’ feedback to make a solution that’s now earning high praise from the sports industry.

Over the last 12 months, we have taken part in more than 6,000 customer interactions. Those conversations helped us understand the common trends our industry is facing today.

• Style of play: It’s all about efficiently capturing and effectively educating current and new employees about the way you want to play the game. It also plays a role in creating sustainable success with recruitment and development. • Scouting and recruitment: Organizations and teams had to adapt quickly to the impact of the global pandemic. A key step was ensuring technology was and continues to be utilized successfully, without leaving key employees behind or creating barriers to decision-making. • Player pathways: More than ever, the need to realize the potential of young athletes is incredibly important. It can be one of the keys to success in executing a sustainable business model. Providing them competitive senior minutes early is vital.

We share more technical insights in this issue, including how Brazil’s national football team the Seleção are using technology to prepare for their next FIFA World Cup campaign, along with an exciting update on the value that Wyscout data is bringing to elite football and how Hudl Sportscode is helping teams win across the globe (specifically with Suntory Sungoliath in Japan and Fenerbahce Beko in Turkey). These resources, along with all the content in our magazine, can teach you how to make the most of performance analysis. Maybe you’ll even make it into our next issue.