Senseball: A minimalistic design with maximum impact

Ball control, coordination and decision making are three of the most important skills for a football player to master. Mastery of these skills separates players from the rest and allows them to thrive on the field.

Aspiring and current professional footballers need more than raw talent to succeed in the sport. Due to this, reaching the highest levels requires access to the right tools.

Senseball believes their product, a simple ball attached to a handled piece of cord, is one of the tools necessary for developing the mentioned skills.

From 2001 to 2011, Belgian coach, Michael Bruyninckx, and the University of Louvain pioneered CogiTraining, a myelination-based method.

Myelination is the brain function necessary for enhancing motor skills, including footballing ability.

The CogiTraining training method, based on cognitive learning, emphasises rhythm, repetition and decision making under pressure.

These core principles work together to optimise the myelination process, enhancing the brain’s ability to develop motor skills essential for football.

The findings from the ten years of research led to the invention of Senseball.

The idea behind the product combines cognitive science with the only football kick trainer that uses the innovative CogiTraining method.

Specifications, use and benefits

The ball is a size 3, smaller than the standard size 5 used in matches. This challenges users and accelerates the development of ball control and coordination.

Using both feet, players can expect to achieve 1,500 touches in just 15 minutes, improving their two-footed skills. Over the course of a season, players can accrue ~500,000 touches. That is a tenfold increase from the ~50,000 touches provided by traditional training and matches.  

The cord is height adjustable and has an ergonomic handle with grip pads designed for comfort. The ball itself is high quality, featuring a textured design to enhance its durability and improve player control.

Purchasing Senseball’s product grants the ability to connect to the Senseball mobile app.

The app features over 50 guided training videos, personalised drills, and progress training, allowing players to get the most out of the product.

The training videos teach methods that promote symmetrical movement to develop skills in both feet equally.

Unlike traditional training methods, such as cone or passing drills, Senseball allows players to train alone and without the requirement of a full-size pitch.

Additionally, given its compact nature, the ball is ideal for use not just on the training pitch, but also at home or on the go. Injured players can also benefit from the product as it is less straining than other training methods.

Senseball claims its benefits extend beyond the pitch, with research indicating an average 10% improvement in academic performance and enhanced concentration among young players after one year of use.

Australian football ecosystem

Senseball is used by over 500 clubs worldwide, including AC Milan, Leicester City, and FC Metz.

Elite players such as Dries Mertens, Jan Verthongen, Moussa Dembele, and Youri Tielemans have sharpened their tools using the product.

Further, Bruyninckx worked with a sample group of 200 (140 boys and 60 girls) moderately capable players in an attempt to improve their footballing ability using Senseball.

Six of the boys went on to represent Belgium at the international level, while several of the girls went on to make up half of the national women’s team.

Given the product’s status as a proven tool for improving a player’s ability on the ball, it could be a valuable asset for teams competing at the highest level in Australia.

Further, young players at the grassroots level could also benefit from the product.

RSC Anderlecht were one of the first clubs to incorporate Senseball into the training regime of its youth academy.

The results speak for themselves as the club reached the semi-finals of the UEFA Youth League in 2015/16.

Australian clubs may benefit from attempting to replicate this success with their youth academies.

Overall, the mass implementation of Senseball into training schedules has massive potential to significantly strengthen the Australian football ecosystem at all levels.

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Melbourne Victory and BYD drive innovation through new major partnership

Melbourne Victory has officially welcomed BYD as a Major Partner and the Club’s exclusive Motor Vehicle Supplier for the next 12 months. At a partner launch bringing together the two organisations, the focus is on building around innovation, growth and a drive for success. The partnership will place BYD at the centre of Melbourne Victory’s fan experience. The brand will feature on the front of both the A-League men’s and women’s home and away jerseys. This gives BYD a strong presence across matchdays, broadcasts and digital content throughout the season.

The partnership extends well beyond the playing kit. BYD will be integrated across Melbourne Victory’s media, Academy and community assets. The two organisations will also collaborate through Member and pathways programs. This creates opportunities for BYD to connect with Victory supporters across multiple touchpoints.

For BYD, the partnership provides a direct connection with Melbourne Victory’s growing supporter and member base. The automotive brand has built a rapidly expanding presence in Australia and New Zealand. Its partnership with Victory provides another platform to build awareness and engage with Australian consumers. BYD Australia Chief Operating Officer Stephen Collins said the alignment between the two organisations was a key factor behind the deal.

“At BYD we’re enormously excited to welcome the Melbourne Victory into the BYD family as an exclusive automotive partner,” Collins said.

“What really appeals to us was the culture of innovation and the hunger for success.”

That alignment is reflected in the way the partnership will operate. BYD will not simply appear on Melbourne Victory assets. The brand will be connected to the Club’s members, fans, business network, pathways and community programs. Melbourne Victory Managing Director Caroline Carnegie said the partnership reflects a shared ambition for continued growth. She also highlighted the organisations’ common focus on leading, connecting and inspiring their communities. Together, Melbourne Victory and BYD will bring the partnership to life across matchdays, media, community initiatives and supporter experiences throughout the 2026-27 season.

The ball is no longer just being improved it is being connected

The humble football is becoming one of the more technologically advanced objects on a football pitch.

Across the A-Leagues, Mitre’s new Ultimax Pro is focused on improving what happens when the ball is kicked, while LaLiga has taken the next step by turning the ball into a source of live match data.

The contrast shows how football technology is moving in two directions at once, improving the physical performance of equipment while increasingly connecting it to the digital systems surrounding the game.

Refining the Physical Object: Mitre’s Ultimax Pro

The Ultimax Pro, which will be used across the 2026/27 A-League Men and Ninja A-League Women seasons, incorporates Mitre’s HyperFlow, HyperFoam, HyperSeal and Delta Skin technologies.

Its debossed grooves are designed to reduce drag and improve stability in flight, while the cushioning, bonding and surface technologies are aimed at producing consistent rebound, durability and control. The ball carries FIFA Quality Pro certification, reflecting the testing standards required for professional match balls.

The technology is largely invisible to supporters. Its purpose is to make the ball behave more predictably for players, rather than fundamentally changing the football itself.

Connecting the Ball to the Digital Ecosystem: LaLiga’s Sensor-Driven Approach

LaLiga’s approach is different.

The Spanish competition has introduced a radio-frequency sensor developed by KINEXON into its PUMA match ball, with the technology being used across every LaLiga EA Sports fixture this season.

The sensor continuously transmits information about the ball’s position and the precise moment of contact. Around 12 antennas installed in each stadium capture the data and feed it into LaLiga’s wider technology infrastructure.

That gives the ball a role beyond simply being the object of play.

Knowing exactly when the ball is touched can help officials in a variety of situations. Offside, handballs, deflections and other decisions where a difference of milliseconds can affect the outcome could all benefit.

But the more interesting development may sit outside officiating.

LaLiga is using the connected ball to create xBALL, an official data layer that can feed broadcasts, digital products and future second-screen experiences. Data such as shot speed, ball spin and trajectory could all be incorporated into its media and digital products.

The ball is no longer just something that manufacturers compete to make faster, more durable or more responsive. It can also become a source of proprietary data that leagues can use to improve broadcasts, develop digital products and create new ways for supporters to understand the game.

The Ball as Part of Football’s Intelligence Layer

Mitre is refining the physical object. LaLiga is connecting that object to the digital ecosystem of the match.

Together, however, they point to the same direction of travel.

Football equipment is becoming increasingly intelligent.

The evolution is not necessarily about adding technology for its own sake. In the A-Leagues, the objective is consistency: predictable flight, touch and rebound. In LaLiga, the objective is precision and information: knowing exactly where the ball is and when it was touched.

The commercial opportunity comes from what can be built around those capabilities.

As stadiums become more connected, broadcasts become more data-rich and clubs and leagues collect increasingly detailed information about matches, the football itself can become another input into that infrastructure.

It also changes the relationship between equipment manufacturers and competitions.

A match ball used to be primarily a physical product supplied to a league. Connected technology creates the possibility of the ball becoming part of a broader technology stack involving officiating systems, broadcast platforms, analytics and fan-facing digital products.

The A-Leagues are starting with the physical performance of the ball. LaLiga is showing what can happen when that physical object becomes connected.

The next generation of football technology may not be something players wear or referees use.

It may be the ball itself.

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