Newly promoted, Brentford have already demonstrated to the Premier League that they will be formidable opponents. Under Thomas Frank’s high-energy, high-pressing football, Brentford is also renowned for its intelligent and progressive approach to recruitment. So, what exactly gives them an edge?
Brentford’s transformation began in 2012 when Matthew Benham took over the club. Benham, having made his fortune in gambling through his firms SmartOdds and Matchbook, used data to gain deeper insights into football. This statistical approach, which proved successful in his betting ventures, was applied to managing football clubs.
Alongside Brentford, Benham tested his methods with FC Midtjylland, leading to sustained success and shrewd player acquisitions that propelled Brentford into the Premier League for the first time. This approach is often referred to as "MoneyBall," a term synonymous with data-driven strategies in sports, particularly in recruitment. However, it's more nuanced: MoneyBall involves challenging traditional scouting wisdom and using data to uncover undervalued assets.
For instance, consider two strikers, Joe and Seb, both 25 and playing in the Championship. Both have played 20 games and taken 50 shots; Joe has scored 15 goals while Seb has scored five. Initially, you might assume Joe is the better player and more expensive. However, if expected goals (xG) are considered, the analysis might shift. Joe’s 15 goals came from an xG of 10, while Seb’s five goals came from an xG of 12. This suggests Joe might have had good fortune, while Seb is likely to score more if he performs to his expected level.
Therefore, Seb, currently undervalued, would be a better investment. Brentford's MoneyBall approach also includes squad composition and player development. As explained by Director of Player Recruitment Lee Dykes, successful team composition involves ensuring players complement each other to maximize output.
For example, having crossers and aerially dominant strikers is crucial for effective play. Additionally, integrating experienced players to mentor young prospects, as with Pontus Jansson, enhances the value of emerging talents. Brentford’s successful track record includes notable transfers: Andre Gray bought for £620k and sold for £12.4M, Ollie Watkins purchased for £7.2M and sold for £34M, and Neal Maupay bought for £2M and sold for £22.2M. Beyond recruitment, Brentford excels in youth development.
Under Technical Director Robert Rowan, who tragically passed away in 2018, Brentford established a B team, bypassing traditional academy constraints and integrating players with the first team more effectively. This system, coupled with innovative backroom roles such as tactical statistician Bernando Cueva and sleep consultant Anna West, contributes to their competitive edge.
The club also emphasizes set-piece coaching, with experts like Gianni Vio and Andreas Georgson improving their performance in this area. Brentford's creative and innovative thinking has not only brought them to the Premier League but may also help them maintain their position.
Ali Amadghous
Football Management Expert