AI can make football media teams faster and more capable. But when supporters can hear the technology in their club’s voice, something has gone wrong.

Experience and instinct remain valuable—but without reliable data, effective systems and clear objectives, football clubs risk becoming busy fools.

Club-wide growth does not come from asking every department to do more. It comes from ensuring their work contributes to the same result.

Media should be a growth function, not simply a content function.

A personal perspective on the business of football, the challenges facing clubs and the opportunities for sustainable growth.