Hudl, The Magazine - Issue #3

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Stay Connected and Ahead The solution MLS clubs are using to streamline processes A World First

Hudl’s groundbreaking deal with Belgian Football

The Scouting Evolution

Wyscout’s new online database will revolutionise player recruitment

The 2010s in Review

A timeline of the decade’s biggest developments in performance analysis

Issue 3 • April 2020

What’s Inside 5 Welcome Hudl’s VP of Elite Sports Sam Lloyd explains how our product stack delivers a unique range of solutions to meet any analysis need.

Features 6 A World First Hudl’s deal with Belgian Football will provide an unparalleled level of service to the game at all levels.

10 The Scouting Evolution Wyscout’s new online database is the one-stop shop for player scouting and recruitment.

14 Setting the Standard Champions for the past 40 years, Loughborough University are delivering elite-level analysis to develop coaches, players and student analysts.

18 Hudl Hits the Airwaves The Training Ground Guru Podcast, in partnership with Hudl, takes you behind the scenes in professional sport.

20 Higher Learning Gain certifications and new skills in all things analysis with the new Hudl Academy.

22 Pro Tips for Remote Coaching During social distancing, you can use technology to stay connected with your staff and team.

26 A Decade in Review Our resident experts outline how far analysis software came in the 2010s.

30 Continuing a Legacy With 698 trophies and 42 Olympic medals, Crvena Zvezda are using video analysis to stay ahead of the game.

34 Scout, Develop, Improve Video analysis played a huge role in GB Hockey’s Olympic qualifiers.

40 Stay Connected and Ahead Major League Soccer clubs are strengthening their organizations with one streamlined solution.

Tech

Events

44 Running the Press

52 Wyscout Forum 2019

A new style of play, drived by video analysis, has Borussia Mönchengladbach flying high in the Bundesliga.

48 What’s the Best Way to Score?

Sports academic Mark Scanlan shares his research into the statistics behind effective attacking strategies.

This event leads the way for football transfer negotiations and global scounting.

Match day at Jan Breydel Stadium,

home of Belgium’s Club Brugge KV. In this edition we take a look at how

they use video analysis in live match environments. (p. 6)

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Hudl Headquarters Lincoln, Nebraska, USA

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FORE WORD

One Solution for All The world’s top teams demand data that’s meaningful and personalized, delivered at exactly the right time in the most streamlined way possible. Hudl Pro Suite is the solution.

Pro Suite combines capture solutions, state-of-the-art data services, powerful coding tools and the ability to take full control of your team’s digital assets with all of the cloud-based storage you need. Now with Wyscout as part of the Hudl family, we also have the world’s largest football and statistics database available.

In this issue, you’ll hear from teams and organisations who strive for innovation, uncovering insights that power team performance. Take Major League Soccer— they’re strengthening their teams with a single streamlined solution. Then there’s Great Britain Hockey, who are using video to scout and develop the very best talent available. Loughborough University have found ways to develop players, coaches and budding analysts through our solutions, while our world-first deal with the RBFA and Belgian Pro League will provide a connected solution that powers analysis between leagues, clubs and national teams.

We share more technical insights in this issue, along with an exciting update regarding the new Wyscout scouting area and the launch of our online learning platform Hudl Academy. 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.

Sam Lloyd, VP Elite Sports

5

A World First Hudl Pro Suite Goes Live across Belgian Football

This year, Belgian Pro League and RBFA entered into a col­lec­tive agree­ment with Hudl.

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April 2020

This agree­ment marks the first major step in the Pro League’s

Hudl’s tac­ti­cal 4K cam­eras are linked to analy­sis soft­ware,

plans to pro­vide all clubs with the tools they need to reach an

which ana­lysts can use from the sideline to make tactical

even high­er lev­el, on and off the pitch.

adjustments in real time.

Hudl will be respon­si­ble for the deliv­ery and instal­la­tion of

All sta­dia will be equipped with access points on the analysis

cam­eras, the use of soft­ware for live match analy­sis, and

position, on the bench and in the dressing rooms. That this

a video plat­form. This deal is ful­ly sup­port­ed by the Pro

will hap­pen at all clubs is unseen in Europe. Finally, the

League clubs.

league exchange tool will sim­pli­f y sharing games between the clubs.

All 24 Pro League clubs will receive:

Roberto Martinez, manager and technical director of the

•

A tactical wide-angle camera on the midfield line

RBFA, explains the value of the partnership to Belgian

•

Two behind-the-goal cameras, or an 18-yard box

football.

camera on either side of the pitch •

Three Hudl Sportscode licenses

“It’s essential, for an analyst, for a coach, for a team, for

•

Access to the league exchange, an online database of

a player, to access the latest technology,” said Martinez.

all wide-angle footage from every Belgian League game

“It allows you to be at the forefront of being part of a high-performance environment.”

Hudl Magazine

April 2020

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John Bessell, Club Brugge Lead Performance Analyst

For RBFA Head of Performance Analysis and Innovation

from the wide-angle footage, which can be shown to play­ers

Luke Benstead, a key strength of this deal is how the entire

and coach­es for strategic changes or indi­vid­ual feedback.

federation is impacted.

“The best part about this partnership with Hudl is that it

Improve training ground analysis.

contacts all areas of football within Belgium,” said Benstead.

At Club Brugge’s train­ing ground, Hudl cam­eras are installed

“So it’s not just men’s football in the Pro League, but also

high above their pitch­es to allow for live tag­ging and analy­sis,

women’s football and academy football and amateur football.”

same as dur­ing a live match scenario.

Every angle of match day is covered.

“We arrive, the coach­ing team dis­cuss obvi­ous­ly what they want to work on through­out the day, and a big part of it for me

One of the most pow­er­ful aspects of Hudl is the tools

is to see what drills are on where and what’s impor­tant for the

it pro­vides coach­es and ana­lysts on match day. A

ses­sion,” said Bessell.

sim­ple con­nec­tion to a lap­top pro­vides access to three angles, which seam­less­ly pow­ers the live cod­ing and tag­ging process.

“Then we look to pro­gram the cam­eras, and I some­times man­u­al­ly con­trol with the joy­stick where we need to film. We also tag live, and the vision is to have live footage on the field

“When we arrive at the sta­di­um, it’s an easy process,” said

as well to give imme­di­ate feedback.”

John Bessell, Club Brugge’s lead performance analyst. ​“ The cam­eras in each of the sta­di­ums in Belgium are fan­tas­tic, it’s

In terms of instal­la­tion, Bessell and his team were pleased

just a mat­ter of plug­ging in to the net­work por­tal, straight into

with how easy Hudl’s expert con­sul­tants made the install.

the com­put­er to get the three angles.“

“In the ini­tial stages, Hudl was fan­tas­tic,” said Bessell. ​“ The cal­i­bra­tion of the cam­eras was fan­tas­tic, and to go up in the

During match­es or at halftime, ana­lysts can cre­ate instances

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Hudl Magazine

April 2020

scis­sor lift and tilt things down and the instal­la­tion of the

servers, things like that; the spe­cial­ists did a per­fect job. I’ve

Club Brugge acad­e­my ana­lyst Jelmer Platteeuw was an

always had a Hudl con­sul­tant eas­i­ly avail­able by phone.”

attendee at the ini­tial work­shops, and has already seen the val­ue in the ongo­ing edu­ca­tion.

Education is a key building block.

“The Hudl cours­es, they helped me quite a lot dur­ing my

Providing cut­ting-edge tech­nol­o­gy for match and training

devel­op­ment as an ana­lyst,” said Platteeuw. ​“ But also Hudl

analysis is at the heart of this deal. But the long-term

and Sportscode were real­ly new for me, and through these

sus­tain­abil­i­t y of the partnership rests on education.

cours­es, I learned quite fast the spec­i­fi­ca­tions of Hudl and Sportscode.”

To best utilize the new tech­nol­o­gy, Hudl’s edu­ca­tion­al cours­es will pro­vide sup­port to Belgium coach­es and

Benstead believes edu­ca­tion is a key pil­lar for the

ana­lysts. Initial work­shops out of the RBFA head­quar­ters in

devel­op­ment of the Belgian analyst.

Tubize have already been held to cov­er the new wide-angle cap­ture sys­tem, with fur­ther cours­es planned for the season.

“This deal is noth­ing with­out the edu­ca­tion­al sup­port that Hudl has pro­vid­ed,” said Benstead. ​“ The best thing about

The idea of edu­ca­tion isn’t just to teach cur­rent ana­lysts how

Hudl is they under­stood the jour­ney these ana­lysts would go

to use the new tools at their dis­pos­al, but also to dri­ve their

on, that they need to go on with them as well.”

knowledge upwards over time.

“This deal is nothing without the educational support that Hudl provides.”

Hudl Magazine

April 2020

9

The Scouting Evolution

Improve Your Recruiting with the New Wyscout Scouting Area High-performance video and data can mitigate the risks in player

recruitment. Wyscout, now part of the Pro Suite, has a unique online database to meet your specific player recruitment needs.

When scouting potential targets, two of the key factors in play

you can decide in seconds if it’s worth spending money on

are on-field success and financial impact. As in, will a new

a certain player.

player affect matches positively and be worth the money? Or perhaps have the potential to generate future income via a

This one platform is the solution to all the complex challenges

sale for a higher price?

of player recruitment.

Of course, there’s always the risk that a player won’t fulfill their

You’ll be able to:

potential or perform as desired. This would be an example of a bad recruitment decision. How can you reduce the

•

Cover all your target markets, all over the world

risk of bad decision-making when it comes to your specific

•

Watch players’ video with just one tap, from anywhere

recruiting needs? By taking advantage of the evidence.

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at anytime •

Scout live on mobile devices

With our video database, you’re agile in a busy and

•

Abandon the tedious paperwork

fast-moving market. With that 360-degree evidence,

•

Cover your entire recruitment workflow on one platform

Hudl Magazine

April 2020

All the Information Get a 360-degree view on targets with subjective scouting reports, curated video clips, and performance and career data.

Video Integration Choose from a range of curated clips—from more than 270 competitions worldwide—then attach them to scouting reports to provide effective evidence.

Hudl Magazine

April 2020

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Depth Charts Plan ahead with an overview of your clubs’ assets and transfer targets.

Report Management Never miss a player.

Keep track of your recruitment team’s work, and easily search and filter your report database.

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Hudl Magazine

April 2020

Mobile Access Don’t waste time on written notes that need to be reworked post-match. Easily create live reports from the pitch, then share them in a few taps.

Defensive skills Tackle Reading the opposition movements Physical skills Strength Speed, short distance

Customizable Reports

Objective Perspective

Leadership

Build your custom report template

Present targets to decision makers

with your team’s KPIs to highlight

based on unbiased videos and

Aggressiveness

what really matters to your club’s

data, not subjective opinions.

Mental skills

scouting philosophy.

“The alert was from an agent, a friend of mine. He sent me a Wyscout link and I watched a whole game. […] I called the agent and said ‘I’ll take him.’ I called the sporting director and told him he needed to meet KS Cracovia immediately. The next day, the deal was done.”

Enrico Preziosi on Krzysztof Piątek Genoa CFC Chairman

Hudl Magazine

April 2020

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Setting the Standard

Loughborough University Partners with Hudl to Provide Elite-Level Analysis One of the world’s lead­ing uni­ver­si­ties in sport are

imple­ment­ing video analy­sis across a range of sport­ing

codes with great suc­cess. Here’s how we help elite-lev­el

sport at Loughborough improve both on and off the field.

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April 2020

A giant in university sport, Loughborough University sets the

the specific analysis points that vary greatly from sport to

standard across the United Kingdom, having won the British

sport. Andy Rhys-Jones, Loughborough sports performance

Universities & Colleges Sports championship for the past 40

analysis lead, explains how Hudl is effective in this area.

years running.

“With 16 different sporting programs, the needs and A testament to the strength of their elite athlete pathway

wants can differ hugely and the way in which analysis will

can be seen in the Rio 2016 Summer Olympics, where over

be delivered is going to vary hugely,” said Rhys-Jones.

80 students, graduates and Loughborough-linked athletes

“However, the common theme is the athletes and analysts

secured 12 medals—including five golds.

want something they can really rely on that’s consistent, and the players know they are going to get their analysis at the

According to Nathan Miller, Loughborough’s head of

same time every week and can review how they did from one

performance support, there are three pillars the university

game, and know they will have the same framework.”

bases their vision for sport around: Rhys-Jones is looking forward to using the new and improved •

Winning competitions on a national and international

Hudl Sportscode.

stage, as well as university championships every year •

Developing athletes during their time at university

“Hudl Sportscode is a really great new tool that we will

•

Developing staff

be looking to introduce in the coming months within our performance sports, and we are really excited about the IP

With a wide range of sporting codes being played at an elite

capture and multi-angle capture as well,” said Rhys-Jones.

level at Loughborough, a video solution needs to cater to all

“We are really looking at how we can enhance our workflows,

“The common theme is the athletes and analysts want something they can really rely on that’s consistent.”

Loughborough Lightning and

England Women’s Rugby player

Sarah Hunter observes an analysis session at the university.

Hudl Magazine

April 2020

15

whether that’s how things are stacked, how we enhance our code windows, and the additional power of the scripting tool that’s come in. It’s a really exciting addition for us.”

From a coaching perspective, women’s hockey head coach Brett Holland credits Hudl for providing detailed analysis within short periods of time, which directly affects positive results on the turf for his team.

“Quite often in hockey, we have games that follow on very quickly,” said Holland.

“Thinking back to last season when we had our Premier League playoff, we had a game Saturday evening and then Sunday morning, so being able to put up key moments from the first game before Sunday’s game was critical. We knew going into that final game that we needed to win by a certain goal difference, so those key bits of detail we were able to get out of the video made the difference, and we ended up winning the game by three goals. We were then promoted and now we stand here as a top 10 team in the country.”

For Loughborough Lightning netball player Annabel Roddy, using video has been a new skill that’s preparing her for a potential career in elite sport.

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April 2020

“I just don’t think you could be a professional sports player these days without having used analysis.”

“I’ve stepped up this year to the Superleague netball

“It’s used so much within sport now and at the very top level

franchise and video is such a central part of our sessions,”

that in order for you to reach that, then you have to look at

explains Roddy. “The reasons we lost games, we could find

how you perform because naturally you have to be able to

out the reasons, and it’s just that next level elite where it’s not

self-critique yourself,” said Hunter. “You have to be able to sit

just you turning up on the day, it’s you having prepared a plan

down with your coaches and have one-to-one feedback about

knowing exactly what you are going to come up against.”

how you are going to improve as an athlete, but moreso, you have to be able to look at how the team is performing, how

Sarah Hunter is the England women’s rugby captain as well

they can get better and how you play a critical part in that.

as Loughborough Lightning’s performance rugby coach, making her extremely qualified to describe how important it

“I just don’t think that you could be a professional sports

is for student-athletes to use video to improve their game.

player these days without having used analysis.”

Hudl Magazine

April 2020

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Hudl Hits the Airwaves The Training Ground Guru podcast, in association with Hudl, takes you behind the

scenes in professional sport, with unique insights from leading experts in the game.

Here’s a few highlights from our first episodes.

Visit hudl.com/mag/podcast to view all episodes.

D AV E R E D DIN : E N G L A ND ’ S P E R F O R M A N C E P IO N E E R Follow along with our trip to St. George’s Park to meet Dave Reddin, head of team strategy and performance at the Football Association. Just weeks after Reddin announced he would be stepping down from the role after almost six years, we discuss his eventful, and sometimes controversial, reign.

E D DIE J O N E S : L E S S O N S IN C O A C HIN G , L E A D E R S HIP A ND L IF E

T O T HE P R E MIE R L E A G U E A ND B E Y O ND W I T H L E IC E S T E R C I T Y

England rugby coach Eddie Jones explains his philosophy, reflects on the aftermath of the Rugby World Cup final, and shares insights on tactical periodization, meetings with Pep Guardiola and maverick players.

Paul Balsom, head of performance innovation for Leicester City, speaks on their scientific approach during the Foxes famous title-winning season. He also covers player empowerment, building a culture at the club and using data in the future.

B E HIND T H E S C E N E S AT B U R N L E Y ’ S A C A D E M Y Burnley have the most upwardly-mobile academy in English football—set to become the 25th in the country to be elevated to gilded Category 1 status. We give you an inside look at their state-of-the-art £10.6m Barnfield Training Centre.

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April 2020

V IC T O R O R TA : G UIDIN G T H E L E E D S R E V O L U T IO N In an exclusive interview, the Leeds United sporting director reveals that the club has developed two algorithms to ensure potential signings are able to fit in with manager Marcelo Bielsa’s style of play.

Hudl Magazine

March 2020

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PRO SUITE F OR V OL L E Y B A L L

All of your analysis solutions on a single, connected platform. Experience high

performance tools and streamlined workflows built for indoor and beach volleyball.

Visit hudl.com/sports/volleyball/professional to see Pro Suite in action.

Hudl Magazine

April 2020

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Higher Learning Kick-Start Your Professional Development with Hudl Academy

Whether you’re a Hudl pro or just getting started with video analysis, Hudl Academy offers brand new courses to help you do more.

Hudl Academy is your des­ti­na­tion to learn all things Hudl. It’s like you’re back in col­lege with a Hudl major. Except now you only have to take the cours­es you want, when you want. Pick the lessons that will help you pre­pare for the sea­son, train a new assis­tant coach or become a Hudl pro.

An e-learning platform, with content created by Hudl education and sport specialists, Hudl Academy is also built around product solutions and industry roles.

Areas of Study Product learning Hudl Pro Suite, Hudl Sportscode, Coda, Hudl Replay, Hudl, Wyscout

Role-specific courses Sport-specific courses Multi-language courses

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Hudl Magazine

April 2020

01

Content with Context Our education team has extensive experience in the industry, and has crafted courses to teach software and hardware product skills within the context of analysis and coaching roles.

02

Learn from Anywhere Hudl Academy courses are available on demand for

infor­ma­tion and inter­pret­ing all of that. These qual­i­fi­ca­tions give edu­ca­tion providers the chance to focus on what’s most important.”

“Many ana­lysts begin their jour­ney at col­lege and uni­ver­ si­t y so it’s great to be able to launch the Hudl Academy online por­tal here first and have the buy-in of so many institutions,” said Kory Lamet, who oversees Hudl’s university education offerings.

users to access at their own convenience and at their own pace.

03

Certification

“With their help, we can cre­ate an offer­ing that will be real­ly ben­e­fi­cial for stu­dents, both now and in the future.”

Validate your Sportscode skills with Hudl Academy certifications through course completion. As a certified user, you’ll join an elite group of performance

Get Hudl Certified

analysis professionals worldwide.

Complete all the Hudl Academy courses to become a certified user and join the Hudl

This tool will be avail­able year-round to help you lev­el up and get the most out of Hudl. The engag­ing and instruc­tion­al teach­ing mod­ules will take stu­dents through the basics of analy­sis, then progress to more advanced work that could

community, an elite group of performance analysis professionals worldwide.

Tools Tailored for You

lead to pro­fes­sion­al endorsements.

We work closely with institutions to customize

“Sport is now inter­t wined with analy­sis and data. These

the syllabus.

qualifi­ca­tions aim to give users the pow­er to real­ly

how Hudl Academy is integrated within

understand the soft­ware, so they can then focus on their

Become Industry-Ready

analy­sis,” said Dan Nesbitt, senior manager of Hudl’s global

These courses will develop the next generation

edu­ca­tion team.

“Sports analy­sis shouldn’t be about cod­ing video or

of performance analysts, while enhancing the skills of current practicing professionals.

set­ting up cam­era feeds. It’s about research, find­ings,

Hudl Magazine

April 2020

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Pro Tips for Remote Coaching Use Online Tools to Stay Connected

During this time of social distancing, here’s

how technology can help you coach remotely.

The precautions surrounding the spread of COVID-19 have created a unique set of challenges for this season of sport. During these times of social distancing, sports professionals are unable to interact face-to-face, but need to stay connected and continue to work together to be ready for when seasons recommence.

Scouts can no longer travel to see live matches, but must keep in mind preparations for identifying new targets and the summer transfer window.

Here, we’ll provide expert tips for working remotely, whether you’re a coach, analyst, scout or player.

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April 2020

To begin, let’s take a look at the daily challenges for a coach or analyst working remotely.

Create content on Hudl for team training exercises.

•

Changing from high to low contact time with athletes.

Curate and communicate clear plans for athletes to follow

•

Losing the spirit of competition in the day-to-day lives of coaches/analysts/athletes.

•

Training with non-specific methods due to restrictions on movement and equipment (e.g., players using exercise bikes rather than sport specific equipment to stay physically active).

•

Requiring high trust in relationships with athletes.

•

Sharing the same message with multiple athletes and

related to their physical and mental health. Take, for example, Fleetwood Town’s academy who upload gym sessions and exercises to Hudl during breaks in the season.

Why not create an online education environment aimed at invidiual athletes, groups and/or entire teams? Then set daily challenges and have players upload video evidence of them attempting those challenges.

tailoring responses to fit individual needs.

•

Ensuring athletes have a clear daily plan to remain physically and mentally focused on return to play.

•

Managing expectations and frustrations related to players not being able to play.

•

Mitigating against athletes getting bored and picking up bad habits that would impair their performance.

•

Balancing changes in workflows with new demands

Produce individual learning plans with Hudl Sportscode.

Use common methodologies as frameworks for creating online education content. Analysts who now have more time during social distancing can use the Sportscode database tool to revisit previous games and training sessions.

from their own families.

So what can you do to overcome some of these challenges?

Here’s a couple of examples you could use:

Hudl Magazine

April 2020

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Create a set of “playing philosophy” instances (e.g., ‘Best examples of playing through midfield’).

Create individual player profiles (e.g., “The five tactical qualities we look for in a holding midfielder”).

Create a set of ‘training practices’ instances (e.g., “Our favourite technical drills for counter-press principles”).

Find educational content for your team using Wyscout’s global database.

For analysts who now have more time, you can go the extra mile to create educational content using Hudl and Wyscout’s global database. For example: “The best set pieces from around the world (attack and defense)” “The best examples of other teams with similar

Empower your athletes by providing self-regulating tasks.

Reduce the load on the coach/analyst to create content by helping athletes learn how to generate and self-regulate

homework-style tasks. Take the example of Amiens SC who give their academy players daily self-regulating tasks on Hudl, such as clipping their own highlights and providing feedback on their own performances via video.

You could also promote imaginative content that can include competition between peers.

Use this time to enhance your learning.

Empower athletes and staff to educate themselves on how

to better use analysis software. Hudl Academy provides a range of online courses for all levels of knowledge, including:

playing styles to ours”

Hudl Sportscode (including scripting)

“Goals and analysis from teams competing in

Hudl & Sportcode integration

our league”

Hudl Replay Hudl Coda

Wyscout (including certification)

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Hudl Magazine

April 2020

Discover something new, make tweaks to your code window,

or

learn

more

about

possible

workflow

improvements in Sportsocde. You can even sign up for a

free expert chat to work with one of our Product Consultants.

Provide digital feedback.

Use conferencing apps like Zoom to connect with individual athletes, groups and/or entire teams.

Use the messaging tools in Hudl to communicate en masse, with team units or individuals.

Hudl Magazine

April 2020

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A Decade in Review The 2010s in Sports Analysis Technology We take a look at key Hudl milestones from the past decade, including some of the biggest advances in analysis software and technology.

Recruit is launched for American football, giving college teams access to a comprehensive library of athletes’ games, highlights and

The first basketball-focused prototype is built and tested on Hudl.com.

academic details.

2010

2011

For the first time, HD live

Hudl acquires two American

capture is available on

football companies—DSV and

Sportscode (version 8)

Apex—successfully migrating

via Firewire.

all users within two months.

This move brought most of American football online, giving teams a way to edit, exchange and share video with players.

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Hudl Magazine

April 2020

2013

Hudl opens another office in Omaha, Nebraska.

Hudl launches a new platform designed for flow-based sports like basketball. It’s now possible to record and upload games from an iPad, removing the need for video cameras or computers.

Hudl Assist for basketball is launched as a beta. Teams can now get their game stats coded

by Hudl’s expert analysts.

Hudl adds London-based Replay Analysis, the first non-U.S. acquisition, to start pushing into football globally.

Hudl launches Courtside in the NBA, which allows in-game video review for coaches.

2014

2015

2016

Hudl acquires Boston-based

Hudl acquires Sportstec, based

Hudl adds American football to

Ubersense, an individual

in Sydney, Australia, and

Hudl Assist and delivers 12,000

performance analysis app.

starts compatibility work with

game breakdowns per week.

This becomes Hudl Technique,

Sportscode data on day one.

which allows you to record any action and review in slow motion.

The most common method used to record in Sportscode is the Blackmagic Mini Recorder and UltraStudio HD to thunderbolt, which allows for broadcast-quality, HSDI input.

Hudl Magazine

April 2020

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Volleymetrics, the leader in collegiate and professional

Wyscout joins Hudl to form

volleyball analysis, joins the

the largest global database of

Hudl family.

football video and data, now connected to an end-to-end analysis platform.

Hudl hires a team in India, adding 350 Hudl Assist analysts. Lacrosse, soccer and volleyball are added as additional Assist sports.

All English Premier League and Championship teams are now Sportscode clients.

IP capture becomes the new standard, allowing the latest, multi-angle broadcast video

Hudl surpasses 1M social media followers.

to be recorded on a single Sportscode license. (Includes launch of Antrica capture box.)

2017

2018

2019

Hudl.com reaches 1B highlight

Hudl Focus is successfully beta

the fastest Hudl Sportscode, Academy for the elite

video views.

tested only eight months after

and most powerful edition yet, market, the first industry

conception. Made possible by

is released. of Quicker navigation, certification its kind, goes live.

joining forces with Incatec, a

smoother playback, andnational 2-5 Early adopters include

Netherlands-based camera

times faster scripting are just a federations such as Royal

technology company, teams

few of the Football updates. Association Belgian

can now use Focus to

and South African Rugby.

auto足mat足i足cal足ly record and upload events straight to their Hudl accounts.

Hudl reaches an average of 10M unique monthly visitors.

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April 2020

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Hudl Magazine

April 2020

29

Tip off in the 2019

Euroleague match

between Crvena Zvezda

and Alba Berlin.

“We wanted to allow our coaching staff, especially in the first team, to do a better job and better work.�

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April 2020

Continuing a Legacy

The Next Chapter in the History of a Basketball Powerhouse The best teams set the standard in the competition—Crvena Zvezda

are one of them. Here’s why this leader of the Serbia and Adriatic region introduced video analysis.

With 28 different sports, 698 trophies and 42 Olympic

Crvena Zvezda is the first basketball club in the region to

medals, Crvena Zvezda has a rich and unique history of

introduce video analysis and completely modernize their

success. Known internationally as Red Star Belgrade, the

analysis workflow. According to Vasiljevic, the Serbian

Crvena Zvezda basketball team has a legacy in their own

league currently lacks speed and efficiency.

right. They’ve won 20 Serbian championships and four Adriatic League titles, one of which just happened in the

“Basically, our coaches, they watch the videos which they

2018–19 season. They even compete in the Euroleague, the

cut them themselves, and do what you would say is an ‘old

highest level of professional basketball in Europe.

school’ process,” said Vasiljevic. “With Hudl this process is going to be a lot faster. For example, we often play a game

So how do you improve a team that’s already a leader in the

yesterday, and then we play the next game tomorrow, so you

region? Nemanja Vasiljevic, assistant director of basketball,

have only one day between the games. You need to prepare

believes the introduction of video analysis will take Crvena

the scouting and reports and everything beforehand.”

Zvezda to the next level.

It’s not just the first team who lead the pack. Crvena “We wanted to allow our coaching staff, especially in the

Zvezda has a thriving women’s and youth section who will

first team, to do a better job and better work. And Hudl,

also reap the benefits of video analysis. In fact, this setup

together with Hudl Sportscode, is the leader in that field,”

will be integrated throughout every level, for every player

said Vasiljevic.

and coach.

Hudl Magazine

April 2020

31

“Everyone in the club, the coaches and the players, will improve themselves, and their jobs will become easier, especially for the coaches,” said Vasiljevic.

He believes this willingness to innovate is a key reason why Crvena Zvezda will continue to be a top side in the region.

“We as a club want to follow innovations in all fields,” said Vasiljevic. “Hudl is great because it is new technology, it’s innovative and you can use it on your mobile phone, tablet and all devices. Now you can share everything really fast to the players with comments and video clips.”

And they aren’t stopping with just the Hudl platform.

Crvena Zvezda also plans to use Hudl Sportscode to access real-time reports and in-depth data.

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April 2020

“I’m sure that together we can become the leaders not only in Serbia, but in the region and this part of Europe.”

“It’s great because with Hudl Sportscode, you can have in the same minute the reports and everything, during both practice and during the game,” said Vasiljevic. “Coaches themselves, in live time, they can code games and get back the data they want to see. So they are going to bring Hudl Sportscode everywhere with them. We are going to have it for all practices and for both home and away games.”

Crvena Zvezda are excited to see how video analysis impacts their club, both in terms of performance and modernising outdated workflows.

“When you bring the new things that can help someone to do their job easier, it’s a good thing. I think the coaches will love it and the players will also. We have big expectations from [what] we are going to do with Hudl. I’m sure that together we can become the leaders not only in Serbia, but in the region and this part of Europe.”

Hudl Magazine

April 2020

33

Scout, Develop, Improve

How Hudl Tied into England Hockey’s Olympic Campaign Throughout a successful Olympic qualification

campaign for both their men’s and women’s teams,

England Hockey have used video analysis as a key part in the scouting and developing of players.

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Hudl Magazine

April 2020

England’s Hollie Pearne-Webb is regarded as one of the best defenders in world hockey.

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April 2020

35

Video analysis is vital to the progression of England Hockey.

The league exchange tool is key for the observation of

It starts with scouting players through a talent identification

talent—it provides a database of footage for all domestic

system, which ranges from 13-years-old all the way to

hockey matches in England. Exactly what Barney and his

experienced athletes.

team need for viewing players of interest.

“Talent identification is a critical part of our program and our

“The league exchange is a great mechanism for us to get an

work here,” said Performance Director Ed Barney.

insight and oversight of the players who we are interested in,” said Barney. “We have a number of players who are part

“[The] Hudl platform provides us with an absolutely fantastic

of our senior program and in a talent identification sense, it

opportunity to improve both our talent identification and

gives us the opportunity to observe and look at how they are

talent confirmation processes. Particularly around our

performing in a non-international environment, but ultimately

athletes that are within our program and are playing

a fundamental and critical environment.”

domestically, it allows us to keep tabs on them and see them in match environments.”

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Hudl Magazine

April 2020

“Talent identification is a critical part of our program and our work here.”

It’s not just the players in the England Hockey program that

outside of the boundaries of the other players, is something

benefit. High-performing talent from the domestic game who

that the Hudl platform provides our coaches and talent ID

aren’t currently in the system can be scouted through the

staff with.”

online bank of game footage.

A great example is women’s player Lily Owsley.

“There are also a range of other players who are highlighted on a longlist, but perhaps are outside of our program, and

“In the women’s program, she is a player that is outstanding

the league exchange provides us with the ability to log

in a number of different areas, but her physiological

onto any fixture, any game and look at their performances

capabilities and speed on the pitch is something from a

on a week-to-week basis in the domestic environment,”

talent identification sense that sets her apart from almost all

explained Barney.

other international players,” said Barney. “The opportunity for us to discover that through video, is extremely crucial to

As a team sport, England Hockey have specific talent

us. Another example would be using video to find a player

identification processes to make sure they identify and

who can read the game consistently well and make strong

recruit the highest potential players.

decisions both on and off the ball. We can derive this level of analysis from Hudl.”

“What’s most relevant to us in a team sports basis is the concept of ‘super strengths,’” said Barney. “This could be

For Ander Rodoreda, Hudl and Sportscode are vital to his

from a mental, physical, technical or tactical perspective.

role as senior performance analyst, providing top-quality

The ability to see super strengths, the things that put them

tactical insights for players and coaching staff.

Hudl Magazine

April 2020

37

“As an analyst, my main responsibility is scouting and

“The coach buy-in is incredible, they are big users of

gathering footage,” said Rodoreda. “In hockey, the set piece,

Sportscode themselves, they will put together presos to

mainly the penalty corner, is one of the most important

show to the players and each other,” said Rodoreda. “It runs

aspects of the game. In preparation for matches, we use Hudl

the meetings, it runs the previews, and we will take four

and Sportscode to gather all of the footage of the opposition

laptops to the games on weekends on which the athletes will

team and create databases that the players and coaches can

be watching footage themselves on Hudl and Sportscode.”

go back to and target certain set piece instances.”

For Barney, it’s obvious video will impact England Hockey’s The recent Olympic-qualifying success against Malaysia

aspirations for their senior international programs and

proves his case.

performance programs.

“My workflow for the Malaysia games was to code all of the

“Every day, week on week, month on month we are striving

games that Malaysia has played this year, and extract data

to deliver better and better results,” said Barney. “Most

for set plays and general plays that powered our analytics,”

specifically, as a governing body, we are pushing to be in a

explained Rodoreda. “We could use this data to plan our

position where we are consistently delivering medal-winning

tactics and the preparation obviously paid off as we won the

performances event on event, year on year.

series 9-3 on aggregate. Analysis is absolutely essential as the coding through Sportscode gives the coaches the quick

“That’s currently what we are striving for—to put the best

signpost they need, the crucial moments of the game, and then

possible people into our program, with the best possible

they can quickly build up an image and idea of how the

resources around them to maximize the opportunities our

opposition play.”

players have on the pitch, and the value we can add for them day to day.”

For video analysis to work at its best, the coaches and players must believe what the analyst provides. This is a key strength of England Hockey’s analysis program.

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Hudl Magazine

April 2020

Get an in-depth look at Hudl Pro Suite from the experts.

Watch now at hudl.com/go/hppa2020

“We show users the latest developments and look at what we have planned for the year ahead.�

David Graff Hudl CEO

Hudl Magazine

April 2020

39

Stay Connected and Ahead The Solution MLS Clubs Are Using to Streamline Their Organisations

Even the best clubs struggle to find consistency across every

process and department. But MLS clubs have found the answer.

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Hudl Magazine

April 2020

There’s a lot of shared responsibility throughout a club: aligning first team and academy efforts, establishing club-wide lines of communication, and even leveraging data to support core staff members.

With so many people to align—coaches, recruiters, medical and academy staff, and more—streamlining operations is vital to long term health.

Hudl Pro Suite is the answer.

Pro Suite connects performance video and data within one platform. It integrates your workflow to streamline club development, saving time and money.

The tools keep the front office, technical staff, first team and academy on the same page.

“Without Hudl, it was very difficult to communicate throughout the organization,” says Brian Crookham, senior director of soccer development for the Colorado Rapids. “Hudl is a centralized platform where we can place a direct request to give or share information between roles.”

Crookham says the Rapids make a concerted effort to leverage technology in all aspects of the club. It goes beyond communication. It’s collaboration.

“Video and data connect our organization. It’s part of our daily and weekly routine to use video efficiently.”

The Rapids are the first MLS team to support coaches in-game with Hudl Replay.

This real-time video review solution is included in Pro Suite.

Pro Suite also uses smart cameras to create a consistent recording infrastructure.

The cameras send video to the new Hudl Sportscode for analysis, and also upload it to a secure team library.

PHOTOGRAPHS courtesy of Colorado Rapids

Hudl Magazine

April 2020

41

The Rapids can watch that video immediately with Replay’s connected devices on the bench. At the same time, they receive that analysis, connected to their video, from Sportscode.

It’s a prime example of integrating match day workflow to impact the final score. The seamless recording experience frees up analysts and coaches. It gives the staff a leg up on in-game analysis, enabling them to find deeper insights to win.

In other words, the core staff has a bigger impact.

Without Pro Suite, teams have disjointed video and data collection methods. It takes precious time to sort through everything. They’re already behind.

Hudl’s end-to-end solution places a premium on accuracy without sacrificing speed.

Jonathan Lewis,

Colorado Rapids

No team is immune to bad data sets. Even the best coaches’ work suffers with disorganized information. Hudl’s addition of Wyscout is crucial to developing a reliable data infrastructure.

Together, they bridge a club’s unique evaluation processes with standardized analysis from global football.

No matter what system a club uses, talent identification is only possible with reliable data. Wyscout is the source of truth for elite football organizations—La Liga, the EPL and now MLS.

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Hudl Magazine

April 2020

With the largest database of video and data in the world,

Hudl’s suite of solutions is powerful but easy to learn. You

Wyscout attaches curated clips to scouting reports to

can hit the ground running with online or in-person training.

cross-reference

performance

data

and

provide

a

360-degree view on scouting targets.

Started in 2019, Hudl Academy provides Sportscode training for any skill level. The online learning portal features

Finding players that match your scheme and bolster results

classes taught by Hudl’s industry experts. The modules walk

is tough. Yet, combining Wyscout’s database with Hudl’s

through the basics of analysis, then progress onto more

distribution platform makes it easy to evaluate and identify

advanced work.

global talent. Teams use objective video and data from Wyscout, then layer on their custom analysis. It’s a blueprint

Want to take your knowledge to the next level? Hudl’s

for building a club’s future.

education and support teams provide on-site training. Take advantage of hands-on learning experiences for fine-tuned

Despite all of the obvious benefits of Pro Suite, some teams

club strategy.

could be hesitant to add new tools. They might be afraid of changes to their current processes, or worried they couldn’t

Don’t give up any more ground. Discover how Pro Suite will

adapt quickly enough.

accelerate your entire organization’s development.

But the competitive nature of MLS has shown that not adapting means you get left behind.

Hudl Magazine

April 2020

43

TECH

Running the Press

Borussia Mönchengladbach Use Live Reporting to Deliver Tactics A coaching change at Borussia Mönchengladbach has led to a new play style that’s reaping benefits.

After

Bundesliga

This trust was initially gained from playing under the

titles as manager of Red Bull Salzburg, and maintaining

winning

two

consecutive

Austrian

now-Liverpool boss during his time as a player at Mainz.

an unblemished home record over the same period,

Rose’s current teams play with a similar philosophy to his

coach Marco Rose had his choice of vacancies in the

former mentor, with high-intensity attacking and a focus on

Bundesliga and further abroad. But it was Borussia

verticality. Rose’s teams also press aggressively when out

Mönchengladbach who managed to secure one of the

of possession.

game’s most exciting managers.

Gladbach finished fifth last season, with former manager

44

Jurgen Klopp has said he trusts Rose in everything—that he

Dieter Hecking’s contract not renewed. Rose has since

can have any job in management.

come in and further developed the team, helping them spend

Hudl Magazine

April 2020

time at the top of the Bundesliga and play some of the most attractive football in the division.

Marcus Thuram—son of France’s 1998 World Cup winner Lillian—has formed a combination with Alassane Plea and Breel Embolo that has so far generated 20 goals and 18 assists (as of February 2020).

But how does technology, specifically video analysis, help Rose get his ideas across to his players?

Gladbach uses HTML reporting through Sportscode to relay live information from analyst to coach via an iPad. Sportscode output reports are sent to the mobile device on the sideline from the analyst position up in the stands.

Handily, assistant coach Rene Maric is also highly capable in Sportscode, making quick work of tagging shortcuts. It obviously makes for a very cooperative working environment between analyst and coach when one of the coaches can also operate the software effectively.

“The most important part for us in the analysis workflow is to send down instances that help the game plan. We constantly get requests, we are constantly exchanging information with the manager.”

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April 2020

45

“As part of the manager’s game plan, it is important for us to press more, make the defense push harder while covering the spaces that are open,” said Gladbach Head of Analysis Dr. Philipp Schützendorf. “The most important part for us in the analysis workflow is to send down instances that help the game plan. We constantly get requests, we are constantly exchanging information with the manager. Last season we would send maybe three or four instances during the game, now sometimes we send over 30.”

This process of live reporting is an easy one.

“We always have gameplay (construction), counterattack and pressing scenes, and by me ‘tagging’ them, they are immediately displayed downstairs to the manager,” explained Schützendorf. “Our assistant coach, René Maric, looks sometimes at around 5-10 instances a game, but there are many more—the report can have about 30 in the first half alone.”

Halftime is also a key period for Schützendorf to deliver his reporting.

“We decide which scenes we will take down to the changing room at halftime. Most analysts work with Sportscode and it is a huge advantage for getting your tactics across.”

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April 2020

Borussia Monchengladbach Head of Analysis Dr. Philipp Schützendorf

“We decide which scenes we will take down to the changing room at halftime, and I display [them] on my computer to the players and coaching staff,” said Schützendorf.

“The coach can then react in terms of tactics and formation.

“Most analysts work with Sportscode, and it is a huge advantage for getting your tactics across to a new team.”

Gladbach are one of Germany’s “traditionsverein”, meaning they are a club rich in tradition—119 years worth. Even with five Bundesliga titles and two UEFA Cups in their trophy collection, Rose’s new-look side might add to that total soon.

Hudl Magazine

April 2020

47

TECH

What’s the Best Way to Score?

An Investigation into GSOs, Zones of Possession & Effective Attack Strategies

Football academic and technical director Mark Scanlan has

completed a study to present statistical findings in an area of women’s football that hasn’t yet been explored.

To date, there’s very little published research on effective

As part of his academic journal produced at Edith Cowan

attacking strategies and the creation of goal scoring

University, Scanlan used Hudl and Sportscode to study

opportunities (GSOs) in women’s football.

video from all 52 matches in the 2015 FIFA Women’s World Cup. He assessed the factors related to the creation of GSOs

In this situation, a GSO is defined as a shot on target that’s either saved by the goalkeeper, cleared off the line by a defender, or goes in as a goal.

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April 2020

that led to success in the tournament.

390 GSOs were sampled, from which 95 goals were scored. The key metrics measured included: •

Zone of possession gain after the pitch was divided into nine zones

•

Type of possession gain (e.g., tackle, high press, interception)

•

Time in possession and type of GSO (e.g., cross, through ball, shot on target)

•

Other methods (e.g., Ron Smith’s methodology)

Ron Smith, former technical analyst for the Socceroos, compiled a strategic analysis of goals scored in open play from four consecutive men’s World Cup tournaments (2002–2014). The research found that regaining possession in the final third lead to success in terms of creating GSOs and scoring.

Similarly to Scanlan’s later study on the women’s game, Smith’s study analyzed the build-up to goals and categorized them into three types: •

From passing behind the opposing defense or to a player level with the last defender in a position to shoot or pass to a teammate

•

From in front of the opposing defense, or from dribbling past the last line of defense

•

From crosses

Smith divided the field of play into seven zones to determine where possession was gained in the buildup to the goal. The results of this analysis showed that the most successful strategy for scoring goals at the four World Cup tournaments between Mark Scanlan pictured in his

2002 and 2014 was the first category, to pass the ball behind opponents or to a

role as Technical Director of

player level with the last defender.

SC in Western Australia.

The analysis showed that the most successful area to regain possession of the ball

Football for ECU Joondalup

was in the attacking teams’ own half, with the middle third of the pitch consistently providing more regains of possession than the front (final) and back third.

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April 2020

49

Scanlan’s study revealed that the middle third of the pitch

“I did all my analysis in Sportscode, I created a code

was the most effective area for gaining possession and

window and it spat out the information I needed, especially

creating GSOs, and that the time taken to create a GSO was

through the matrix,” said Scanlan. “I had some pretty cool

just under twelve seconds. Coaches or technical analysts in

spreadsheets that I use as well, which were designed off the

the women’s game could use this information to plan how to

back of my experience. Sportscode was really important in

win the ball back in the areas statistically proven to lead to

the study.”

increased GSOs. One of the key aims of Scanlan’s study is to have a wider

50

With three degrees in sports science and football under his

influence on players and coaches in the women’s game. He

belt, Scanlan has the academic knowledge to back up his

hopes the data and research will help evolve the game in the

professional role as technical director of ECU Joondalup SC.

same way it has for the men’s game.

Scanlan also has experience in the performance analysis

“I’m hoping the study opens people’s eyes to the women’s

departments of A-League clubs Perth Glory and Melbourne

game and gets them thinking about the similarities and

Victory, as well as the Socceroos for their 2018 World Cup

differences between the top men and women,” said Scanlan.

qualifying campaign. That was where he was exposed to the

“The girls playing at the very top of their game are excellent

video analysis software he used in his study.

technically and tactically, there really are some fantastic

Hudl Magazine

April 2020

“It comes down to what your coaching philosophy is, your team model, how do you want to play. Then you build from there.” female players, and the women’s game is continuing to grow

“We’ve gone from last year where some of our junior games

in terms of popularity.”

weren’t even filmed, to now not only having Hudl, they also have Hudl Assist,” said Scanlan. “Assist lets me look back

Scanlan predicted that the WWC would be a watershed

and the goal chances have already been coded for me so I

moment for the women’s game, and with the popularity of

don’t have to scrub through a whole game. I can go directly

the tournament, that certainly seems to be the case.

to each coded opportunity, drag it back to how we want possession of the ball, categorize it, then bang, done.

When asked what advice he would give to other analysts and coaches hoping to employ a similar methodology as

“Assist has been massive as I’m not having to do full analysis

the study to improve their team’s performance, Scanlan

now, and I trust that the Assist guys have done it properly, the

explained his research isn’t “one size fits all” knowledge.

quality of coding has been really good.”

“I think it comes down to what your coaching philosophy is,

For FC Joondalup’s next steps, Scanlan aims to increase

your team model, how do you want to play,” said Scanlan.

the use of video analysis and relate it back to more ongoing

“Then you build from there. My methodology wasn’t created

academia with a local focus.

overnight, it was formed after identifying gaps in the literature and speaking with a lot of professional coaches and analysts.”

“We’ve come a long way in six months and it’s now really up

Outside of completing his studies, Scanlan continues his

to me to drive this and make sure we are taking full advantage

work with ECU Joondalup, where video analysis is impacting

of the product to the best of our ability,” said Scanlan.

the club through every age group.

“It’s been a bit of a steep learning curve for some of our “We now have Hudl in place for our junior academy all the

juniors, but the buy in has been great so far. As for future

way through from under-13s,” said Scanlan. “Our juniors are

studies, [like] the methodology and research I did around the

loving it, because they can create their own highlights for

2014 World Cup, I would like to start doing it for our academy

the first time. The parents love it to bits, and from a technical

games here. That could be another publication or two, the

directors view, it’s great to see they are learning by watching

comparison of junior football, to elite international football,

their clips back.”

men and women’s. That’s the end goal of this—I want to do a full junior academy analysis.”

Only six months after introduction, the impact of video on the club’s junior section is already being felt. Hudl Assist adds even more value to coaches who want matches analyzed accurately on a quick turnaround.

Hudl Magazine

April 2020

51

Wyscout Forum 2019

The World’s Leading Event for Football Transfer Negotiations & Global Scouting This exclusive event, designed for decision-makers

who have an impact on the foot­ball busi­ness, is helping

to ensur­e unprece­dent­ed effec­tive­ness of nego­ti­a­tions and more busi­ness opportunities.

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April 2020

Matteo Campodonico, Wyscout Founder

Strategically scheduled before the beginning of the winter transfer window, the Wyscout Forum is a must-attend event for those who want to set negotiations, strengthen business relationships and assert brand recognition worldwide.

The 2019 event was hosted in the Johan Cruijff ArenA in Amsterdam—home of AFC Ajax—with 140 clubs and more than 120 player agencies attending from throughout Europe. It was a unique chance for clubs and agents to network with global attendees directly involved in the football transfers business.

“Lots of players are hidden in the world, sometimes you need agents to find them,” said Matteo Campodonico, Wyscout founder. “So this is the place where you can meet a lot of agents, clubs can meet each other, and this is the value.

“Secondly, in the transfer industry, [they’re] sometimes a big process of scouting and recruitment for clubs. But sometimes transfers are last minute, so you need to create a network of agents that are trusted people for last-minute transfers.”

As sports manager at Portugal’s ProEleven Agency, Vasco Casquilho attends the Wyscout Forum for the excellent networking opportunities available.

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April 2020

53

“The reason why we keep coming to the Wyscout Forum is because this is one of the best ways for us to get in touch with clubs without actually going there,” said Casquilho. “To be face to face, to network, it’s always worth coming here as we always meet new people. It’s good because everyone is together talking about the thing we are passionate about, and that is our business and our whole way of life here.”

For Andy Evans from World In Motion Agency, the event is a great way for his agency to connect with new clubs and old.

“We have attended every Wyscout Forum since its inception and we brought 12 of our agents to this forum,” said Evans.

“So we take it seriously as it gives us an excellent platform to meet clubs that we wouldn’t necessarily meet in an ordinary course of business, and also reacquaint ourselves with clubs that we meet more frequently. It’s just a really good networking platform for us.”

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April 2020

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April 2020

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