Data Analyst - Business

Overview

At Sunderland AFC, you’re not just becoming part of a football club; you’re entering a vibrant community fuelled by passion and pride. Our commitment to making a difference means you’ll engage with local initiatives that truly matter, allowing you to leave a positive impact right here at home.

You’ll thrive in an exciting, dynamic atmosphere where every day is a new adventure filled with the thrill of football and teamwork. We believe in nurturing talent, so you’ll have access to training programs and mentorship opportunities.

Our diverse and inclusive culture celebrates individuality, ensuring that every voice is heard and valued. You’ll be part of a team that unites in the spirit of collaboration and respect, making your work environment both rewarding and inspiring.

We are a dedicated team of passionate innovators and problem‑solvers committed to empowering SAFC through data. Our mission is to deliver actionable insights and strategic support that drive informed decision‑making and business growth.

We take pride in providing reliable analytics, insights, and support, enabling every team to perform at their highest potential.

This is an exciting opportunity for a Data Analyst to make a significant impact on the club’s business growth through data analytics. In this role, you will develop and maintain dashboards and reporting frameworks that provide clear, real‑time insights into performance across commercial partnerships, premium sales, ticketing, and retail. Your analysis will help identify key revenue optimisation opportunities, including upsell potential, price elasticity, and attendance drivers, directly supporting the club’s financial objectives.

You will assist in sponsorship valuation and partner reporting by delivering data‑driven evidence of audience reach, engagement, and ROI. Additionally, your work will include analysing premium product performance, fan segmentation, and supporter journey data to generate actionable insights that improve marketing strategies, increase fan retention, and boost revenue. Collaborating with data engineering and business stakeholders, you will ensure data quality, support the development of predictive models, and promote a data‑literate culture within the club’s commercial teams.

This role offers a fantastic chance to apply your analytical skills to drive strategic business decisions and contribute to the club’s commercial success.

We are looking for a candidate with a degree in a data‑related or quantitative discipline such as Mathematics, Statistics, Economics, Computer Science, Data Science, or Artificial Intelligence. A postgraduate qualification in a relevant analytical field is desirable but not essential.

You should have a minimum of two years’ experience in a data analyst, marketing optimisation, or business intelligence role, with proven experience working with CRM, ticketing, or e‑commerce data within a consumer‑facing business. Experience supporting partnerships and managing customer or fan data in the sport, entertainment, or events sector is a plus.

We value a proven track record of leveraging AI workflows to drive innovation, enable commercial growth, and improve operational efficiencies. Experience in building or contributing to fan or customer segmentation models is desirable but not essential.

You should have strong proficiency in SQL for data extraction, transformation, and analysis, along with skills in Python or R for statistical analysis and modelling. Experience with BI and visualization tools such as Tableau, Power BI, or equivalent platforms is important, as is an understanding of data warehousing concepts and experience working with cloud data platforms like S3 or Redshift.

Above all, we seek a highly organised individual capable of managing multiple priorities and deadlines effectively.

You will be required to obtain an Enhanced DBS through SAFC.

Data Analyst – Business

Sunderland, Tyne and Wear, United Kingdom

Permanent – Full‑time

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