Signality: The ultimate analysis and coaching source

Signality has built an artificial intelligence (AI) platform that gives clubs, leagues and federations real-time data which makes it easier to access statistics from games.

The Swedish-based company has created a system that gives an array of insights to use, free from the hassle of manually setting up cameras or using wearables – saving time and costs on installation that normally come with this type of equipment.

“We have built the world’s first fully automated player and ball tracking platform dedicated for football,” Michael Hoglund said, vice-president of marketing and growth at Signality.

“We don’t require operators manning a system, our AI takes care of capturing and analysing everything from kick-off to half-time, end of the game, and all the 3.5 million data points that occur in between as the game is being played.”

Signality’s data collection takes that responsibility away from coaches and analysts to keep up, capable of recording clearer and more accurate data in the process.

It’s collected in real-time, meaning there’s no need for coding windows, wearables or filming games – it is all done through the power of AI. Signality uses LiveInsight as a way to present all the very best data a coach or analyst could want.

“We are doing individual player tracking in real-time, with a fully automated process,” Hoglund said.

“Our clubs can now access detailed stats and player specific videos within five seconds of an event happening.

“All this is shared as raw data to our customers or through our cloud video and analytics platform, LiveInsight.

“As we collect three and a half million data points per match, LiveInsight is the product we use for clubs to make sense of this data – they determine the information that is displayed there and then the data is collected and displayed automatically – as reports and as playlists with video.

“The massive data-set is made up of the position and identity of all the players (even the referee) 25 times per second.”

Clubs can then have more flexibility about how they use data for all players, as individual performances are analysed.

While it may seem complex to record and track each player’s movement on the pitch, Signality makes this process a whole lot easier.

“We enable the analyst to easily string together complex data-filters that will then automatically populate and generate videos and reports as the game is being played on the field,” Hoglund said.

“For example, an analyst or coach might request for LiveInsight to show video of all the times that their right-back/number two, passed to their striker, number nine, for the last five games.

“LiveInsight will instantly extract those instances with video clips and associated data. We want to enable coaches and analysts to be able to focus more on the insights, rather than spending lots of times doing manual work with tagging, coding, and filming.

“That’s what an AI excels at, automating asks. We want to make analysts and coaches feel comfortable in offloading some of that ‘grunt work’ to us, being that support that frees up time, having their back when it’s crunch time.”

LiveInsight has been built to extract data from automatically recorded video to generate highlights.

It shows exactly how many times a player has touched the ball in different areas of the pitch, giving instant results that analysts and coaches can immediately use.

“For analysts this is a total game changer, saving them hours each week tagging. It also frees them up during games to focus on the game rather than filming it,” Hoglund said.

“Professional football analysts are almost always extremely well educated, and we think our system can make better use of their abundant skill sets.

LiveInsight has proved successful for clubs as they can make full use of their data through automatically tagged video.

“The very nature of ‘machine learning’ means that our product gets better over time,” Hoglund said.

“We’ll be even more accurate than we currently are at measuring player speeds and distances, dribbles, possession per zone, pass success rates etc.

“Human motion analysis directly from the video is another field we see a lot of exciting use cases for it by using joint detection, gait analysis, and player vision field of view.

Many elite clubs in Europe have turned to Signality for data that is less likely to have errors. With automatic insights, it is a more effective alternative than wearables, which can only extract data for a club’s own team, not the opposition or ball.

It leads to much deeper tactical analysis for every second of a match.

“We’re looking to work with innovative club coaches and analysts who want to get better, faster data,” Hoglund said.

“Any club who feel their analysts can make better use of their skills for match analysis and preparation, as well as opposition scouting.”

You can find out more on Signality here.

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AFC signs five-year scouting partnership with Hudl

The Asian Football Confederation (AFC) has announced a five-year scouting rights agreement with Hudl, one of the top names in sports performance technology and video analysis.

As part of this collaboration, the AFC’s match footage and data will be available on the Hudl Wyscout platform—the world’s largest football video and data database.

This will provide coaches, analysts, scouts, and player development professionals with access to in-depth insights across all AFC-organised competitions.

Hudl, which has supported over 8 million sports professionals worldwide with its advanced video and performance analysis tools, will carry AFC content for the next five seasons.

This includes major tournaments like the AFC Asian Qualifiers – Road to 26, the AFC Asian Cup Saudi Arabia 2027, and the AFC Women’s Asian Cup Australia 2026.

The agreement also covers AFC’s youth tournaments, such as the AFC U23 Asian Cup and multiple editions of the men’s and women’s AFC U20 and U17 Asian Cups, along with the continent’s top club competitions—the AFC Champions League Elite, AFC Champions League Two, and the AFC Women’s Champions League—through the 2024/25 to 2028/29 seasons.

AFC General Secretary Datuk Seri Windsor John said the partnership with Hudl will strengthen the AFC’s data capabilities and give coaches and technical staff deeper insights to improve analysis and scouting.

Data analytics and technology have become an integral part of modern football in recent years, and the AFC is pleased to sign this scouting rights agreement with Hudl,” he said in a press release.

“This strategic arrangement will not only enhance our data and statistical collection but will also empower our coaches and technical staff with access to more detailed and in-depth information, which in turn will elevate their analytical and scouting capabilities.”

Hudl’s Elite Partnership Manager Mateo Bourrut Lacouture said the agreement marks a significant advancement by giving clubs and national teams across Asia full access to high-quality video and data on Wyscout.

“This agreement is a major step forward for clubs, national teams, and analysts across Asia and beyond,” Lacouture said in a press release.

“With the AFC overseeing all top club competitions and the AFC Asian Qualifiers™ in the region, having full coverage on Wyscout ensures that teams can access high-quality video and data for both scouting and in-depth performance analysis of the AFC Competitions.

This will empower clubs and federations to make more informed decisions, enhance player development, and elevate the level of competition.”

The AFC–Hudl partnership marks a transformative step in Asian football, ushering in a new era of data-driven scouting and performance analysis set to elevate the game across all levels over the next five seasons.

Australia’s Urban Sporting Landscape changing with smart surfaces

At the National Sports & Physical Activity Convention (NSC25) innovations in synthetic, natural, acrylic, and hybrid sports surfaces will be central in response to tackling pressing environmental and health concerns.

The convention is set to kick off on June 25-26, 2025 at Melbourne’s Convention & Exhibition Centre.

The event is dedicated to Sports Surfaces and it highlights it will showcase how cutting-edge surface technologies are revolutionising public spaces, creating durable, safe, inclusive and sustainable environments that get communities moving.

Some innovations on show include Polytan, which has unveiled eco-friendly long pile turf solutions engineered for intensive use whilst slashing environmental impact through sugar cane-based polymers rather than traditional petroleum derivatives.

Hybrid systems such as POWERgrass’s approach combine natural grass with synthetic reinforcement, delivering enhanced traction, comfort, and can withstand up to 30 hours of weekly play.

Meanwhile, acrylic surfaces versatility allows multiple sports to share the same surface with exceptional durability, making them perfect for pocket parks.

Despite their advantages, synthetic surfaces face scrutiny over environmental and health implications, particularly concerning microplastics and heat retention.

The NSW Chief Scientist’s comprehensive report identified critical knowledge gaps, sparking industry-wide moves toward alternative materials.

Martin Sheppard, Managing Director of Smart Connection Consultancy and author of the ‘Smart Guide to Synthetic Sports Fields,’ emphasises the importance of evidence-based decision making.

“These surfaces will address common perceptions and challenges associated with synthetic surfaces, providing evidence-based insights into player safety, environmental impacts, and surface playability,” Sheppard explained via National Sports and physical activity convention media release.

NSC25’s keynote presentation, ‘Designing Active Urban Places,’ will explore comprehensive strategies for future-proofing cities to promote healthy, active lifestyles.

The session features Kristen Clark from the Heart Foundation, who will unveil the fourth edition of the ‘Blueprint for an Active Australia,’ alongside Professor John Cairney from the University of Queensland, discussing movement-friendly urban design principles.

The convention’s PitchFEST session will showcase practical innovations including acrylic pocket parks, multi-sport surface designs and environmentally conscious long pile turf solutions.

These initiatives address a concerning reality: only 17 per cent of Australian youth currently meet recommended physical activity guidelines.

The focus on creating opportunities for youth recreation and unstructured play reflects growing recognition that accessible, well-designed sporting infrastructure plays a crucial role in community health outcomes.

Through collaboration between government agencies, industry leaders and community stakeholders Australia is becoming a world leader in building healthier, more active communities whilst maintaining environmental stewardship.

As urban density continues to reshape our cities, these surface innovations offer hope that every Australian can access quality sporting facilities, regardless of where they call home.

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