At a Glance
- Tasks: Shape commercial intelligence and develop dashboards for real-time performance insights.
- Company: Join Sunderland AFC, a passionate team driving innovation through data and technology.
- Benefits: Competitive salary, dynamic work environment, and opportunities for professional growth.
- Other info: Work at the iconic Stadium of Light with a focus on AI-driven insights.
- Why this job: Make a real impact in sports by unlocking revenue opportunities and enhancing fan engagement.
- Qualifications: 3+ years in data analytics; strong skills in SQL, Python, and BI tools required.
The predicted salary is between 35000 - 45000 £ per year.
This full‑time, on‑site role is located at the Stadium of Light in Sunderland, ENG, GB.
About the Data & Technology Team: We are a team of passionate innovators and problem‑solvers committed to powering the club through data and technology. Our mission is to deliver actionable insights and strategic intelligence that drive informed decision‑making, commercial growth, and competitive advantage across the organisation. We are responsible for the utilisation and optimisation of the club's physical and digital technology estate — spanning infrastructure, platforms, and applications — ensuring every system and tool is leveraged to its fullest potential. At the forefront of our approach is the progressive adoption of Artificial Intelligence, embedding AI‑driven workflows and capabilities across both football and business operations to unlock new efficiencies, automations, and surface insights at pace and scale.
Opportunity: Shape the commercial intelligence function at the club. Own the development and evolution of dashboards and reporting frameworks that provide clear, real‑time visibility into performance across commercial partnerships, premium hospitality, ticketing, and retail operations. Your analysis will be central to identifying and unlocking revenue optimisation opportunities — from upsell potential and price elasticity to attendance drivers — directly influencing the club's financial strategy and commercial roadmap. Support the partnerships function on sponsorship valuation and partner reporting, delivering compelling, data‑driven evidence of audience reach, engagement, and ROI to support partnership retention and growth. Span premium product performance, fan segmentation, and supporter journey analysis — translating complex data into actionable strategies that sharpen marketing effectiveness, deepen fan loyalty, and accelerate revenue generation. Work closely with the club's data architecture/engineering partners and senior business stakeholders, champion data quality, and play a leading role in embedding a data‑literate culture across our commercial teams.
What We Ask For: We're looking for a commercially‑minded insight professional who thrives in a fast‑paced sporting environment and understands the nuances of fan behaviour, partnership value, and revenue performance.
- Minimum of three years experience in a data analytics, business intelligence, or commercial insight role, with a strong track record of working with CRM, ticketing, or e‑commerce data within a consumer‑facing business.
- Understanding of fan behaviour, partnership value, and revenue performance in a fast‑paced sporting environment.
- Ability to build or contribute to fan or customer segmentation models.
- Proficiency in SQL for data extraction, transformation, and analysis.
- Competency in Python or R for statistical analysis and modelling.
- Experience with BI and visualisation tools such as Tableau, Power BI, or equivalent platforms.
- Solid understanding of data warehousing principles and experience working with cloud data platforms (e.g., AWS S3, Redshift, or similar).
- Experience leveraging AI workflows to drive innovation and commercial growth.
- Excellent communication of insights to non‑technical stakeholders, including senior level.
- Highly organised, proactive with ability to manage competing priorities, meet deadlines, and take genuine ownership of the insight programme.
- Degree in a data‑related or quantitative discipline (Mathematics, Statistics, Economics, Computer Science, Data Science, or Artificial Intelligence). Postgraduate qualification desirable but not essential.
- Experience within professional sport, or the broader sports, partnerships, events and entertainment sector highly desirable.
Location and Eligibility: This is a full‑time, on‑site role based at the Stadium of Light. Applicants must have the right to work in the UK and are not eligible for visa sponsorship.
Commercial Insights Analyst at Sunderland Association Football Club employer: Sunderland Association Football Club
Sunderland Association Football Club is an exceptional employer that fosters a dynamic and innovative work culture, particularly within the Data & Technology Team. Employees benefit from a collaborative environment that encourages professional growth through hands-on experience with cutting-edge technologies, including AI-driven insights that directly impact the club's commercial strategy. Located at the iconic Stadium of Light, team members enjoy the unique opportunity to contribute to the success of a beloved sports institution while engaging with passionate fans and stakeholders.
Contact Details:
Sunderland Association Football Club Recruitment Team
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