Reading Football Club have taken an unprecedented step in English football by appointing a head of artificial intelligence as they seek fresh tools to help them return to the Premier League.
The League One side, who were last in the top flight in 2013, said the move was part of a broader ambition to innovate and gain a competitive edge over rival clubs. The new role of Director of AI has been filled by Stuart Fenton, believed to be the first such appointment in English professional football.
Fenton, a lifelong Reading supporter, told Sky Sports that the club are deliberately looking for ways to do things differently. “We are looking at what we can do to innovate, how can we be different?” he said. “In a sense, I am the personification of that difference.”
Reading’s new owner, Rob Couhig, has driven a culture change since taking control of the club. Fenton said the emphasis on data-driven decision-making now comes “from the top”, with a clear message that the club must embrace new approaches to improve performance both on and off the pitch. “He wants us to be innovative, wants us to be data-driven. It comes from the top but everyone is on board,” Fenton added.
As part of the project, Reading have entered into a partnership with Score, a technology firm whose artificial intelligence tools will be used to analyse performance, support recruitment and enhance tactical planning. Max Sebti, co-founder of Score, said the technology could give Reading “better tools to see patterns they couldn’t see before”, helping staff make more effective decisions across the club.
The initial collaboration is expected to run for at least one year, with work centred on developing AI systems that can process match footage more quickly and offer insights into play that might otherwise be missed. Sebti described the initiative as “ground-breaking” and said the ambition was to “revolutionise how we analyse performance and begin to create the ‘Reading model’”.
Reading have endured a difficult few seasons, slipping into the third tier in 2023 after financial problems threatened the club’s future. Couhig’s takeover has focused on stabilising the organisation and rebuilding momentum, with an emphasis on innovation and long-term planning.
Fenton acknowledged the challenge ahead. “We’re not just dabbling in tech for fun,” he said. “This is about giving ourselves every possible chance of success.”
While some supporters remain cautious given recent struggles, club officials hope the AI initiative will become a core part of a modernised approach that helps Reading climb the leagues and sustain success in the future.
The full interview can be read at: https://www.skysports.com/football/news/11095/13483738/readings-head-of-ai-explains-ambition-to-be-pioneers-as-league-one-club-looks-for-an-edge-to-reach-the-premier-league
