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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Manchester City open new training centre for Women’s First Team

The training centre opened earlier this week, following years of planning, investment and ambition for Manchester City Women.

State-of-the-art facilities

Recently crowned WSL Champions, Manchester City Women will now be able to train, prepare and recover in a truly special, purpose-built facility.

Covering 17,000 square feet, a world-class gym, strength & conditioning facilities and dressing room, the site will help players  to maximise performances on the pitch.

But given the facilities also received input from players and staff, inspiring added touches like social spaces and recognition for players with over 100 appearances, it is clear that this is a deeply personal project for all involved at Manchester City Women.

As Managing Director of Manchester City Women, Charlotte O’Neill, highlighted, the training centre is a symbol of excellence and ambition.

“This building is about so much more than bricks and mortar,” O’Neill said via press release.

“It is about creating an environment here our players can thrive, where standards are set at the very highest level and where the current squad has everything it needs to continue to compete for and win silverware.”

A winning project, for a winning team. The training centre is sure to propel Manchester City Women to even greater heights in the seasons to come.

 

Continuing investment trends

Furthermore, as the result of an AUD 18.6 million (GBP 10 million) investment and purpose-built for Manchester City Women, it is yet another example of the current strength of WSL investment.

Just a few weeks ago, Brighton & Hove Albion unveiled plans to construct a new venue for its women’s team, delivering on a clear intention to support commercial growth and infrastructure in the women’s game.

But even after winning their first WSL title this season, the message from the board is clear: Manchester City Women are a fundamental part of the club’s long-term vision.

“This new facility marks the next logical step in our long-term commitment to Manchester City Women, and is an important milestone for the club as a whole,” said Chairman Khaldoon Al Mubarak.

“We have always believed in investing to create the right environment for players and staff to develop and succeed. That approach has underpinned every aspect of our work since the professional relaunch of Manchester City Women in 2014.”

What does the Federal Budget mean for the Future of Football?

While Canberra spent Budget night arguing about negative gearing, capital gains tax and the politics of broken promises, Australian football was left reading between the lines.

Since ‘Sport’ falls under the jurisdiction of the State level, there was no headline “football package” in Treasurer Jim Chalmers’ 2026–27 Federal Budget, but the Federal budget marks a significant shift in the nation’s economic directive. No billion-dollar infrastructure splash for the world game. No new national facilities program. But for football clubs, players and families, the Budget may still shape the sport more than many realise.

From housing affordability to NDIS reform, fuel prices and women’s participation, football’s ecosystem sits directly in the path of the Government’s economic agenda.

The dominant story of the Budget has been Labor’s overhaul of negative gearing and capital gains tax concessions: reforms that immediately triggered political backlash and dominated national coverage.

Yet beneath the noise, football communities are likely asking a simpler question: what does all this mean for the people who actually play the game?

The answer starts with cost-of-living pressure.

The Budget forecasts inflation hitting five per cent in 2026, largely driven by global fuel shocks linked to conflict in the Middle East. Fuel prices matter enormously to grassroots football, particularly in suburban and regional Australia where families often drive multiple nights a week for training and matches.

The Government’s temporary fuel excise cut which reduced petrol prices by roughly 32 cents per litre may offer short-term relief for clubs travelling long distances and parents already struggling with registration fees.

But the broader economic outlook remains difficult. Slower growth, persistent inflation and rising household pressure could threaten participation rates, especially among lower-income families.

Football Australia and state federations have spent years warning that the game’s biggest barrier is affordability. Boots, rego fees, transport and facility access continue to price players out. A tougher economy only sharpens that problem.

Housing reform may indirectly affect the football workforce too.

The Government argues its negative gearing changes are designed to help younger Australians into home ownership, with Treasury estimating an additional 75,000 first-home buyers over a decade.

That matters in football because the sport’s backbone like coaches, referees, volunteers and young families, is overwhelmingly younger and suburban. If housing affordability improves even marginally, it could stabilise participation in growth corridors where football demand already outstrips infrastructure.

But there are also risks. Critics argue the reforms could reduce investment and tighten rental supply. For many semi-professional players, academy coaches and casual sports workers already locked out of ownership, rising rents would further squeeze disposable income available for sport.

The outlook for differently-abled football

The Budget’s NDIS savings measures may prove even more consequential for football.

The Government says it is “returning the NDIS to its original intent” as part of $63.8 billion in savings and reprioritisations. Disability advocates have already raised concerns about access and participation impacts across community activities.

That includes sport.

Across Australia, football programs have increasingly become entry points for social inclusion and disability participation, from all-abilities leagues to multicultural community initiatives. Any tightening of disability support funding risks flowing directly into reduced participation opportunities for players requiring support workers, transport assistance or specialised programs.

There were, however, some quieter positives for the game.

The Budget continues significant investment into women’s economic participation, childcare and workplace reform. That matters for football at a time when women’s and girls’ participation is booming following the legacy of the 2023 FIFA Women’s World Cup.

Expanded childcare access, stronger paid parental leave and support for women in the workforce may all help sustain female coaching, volunteering and administration pathways that football has historically struggled to retain.

Still, the clearest takeaway for football may be what the Budget did not contain.

Despite football being Australia’s largest participation sport, there was little direct mention of community football infrastructure or long-term sporting investment beyond broader transport and productivity measures.

For a sport preparing for the AFC Women’s Asian Cup 2026 and pushing for future global tournaments, that silence was notable.

Everyone else may be talking about negative gearing. In football circles, the bigger concern is whether families can still afford Saturday mornings at all.

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