Brentford owner Matthew Benham on Smart Recruitment and the Future of Football Analytics: Running the Game 03/10/26

On the latest episode of Running the Game, Rog sits down with Brentford owner Matthew Benham at the MIT Sloan Sports Analytics Conference to explore how data, culture, and smart decision-making transformed a small West London club into a Premier League contender. Benham explains how his background in statistical modeling and betting markets shaped Brentford’s recruitment strategy, why the club focuses on collective decision-making instead of superstar managers, and how identifying inefficiencies in transfers and set pieces helped fuel their rise. He also reflects on Brentford’s striker production line, the role of data versus scouting, and why football still has untapped analytical frontiers.

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