“I first heard about Stuart Webber’s involvement in the club probably a good three months after he joined,” says Plymouth Argyle supporter and podcaster Sam Down. “Somebody, who let’s say is a little bit in the know from Argyle who I chat to occasionally tipped me saying ‘Did you know anything about the acting director of football was in the director's box for the Coventry game?’ To which my response was I didn’t know we had one. He didn’t give me a name, but I did a bit of digging and later found out that person was Stuart Webber. It then later became clear that it wasn’t just Stuart Webber in an individual capacity, although to all intents and purposes it was that. It was Stuart Webber as part of his consultancy firm.”

Consultancy firms are on the rise in football. Clubs are often turning to outside expertise in a range of capacities to gain a competitive edge over their opponents. This can range from recruitment to the financial aspects of the club. At the heart of this rise, is the data boom in football over the last 10-15 years.

When fans hare about outside companies running parts of their club, it often brings confusion and an element of hesitation. But this hesitation is often due to either a lack of transparency by the club about their role, or a lack of information about what consultancy companies do.

What do football consultancy companies do?

As previously mentioned, football consultancies can be brought into clubs for a variety of reasons to help in different capacities whether it be recruiting a new head coach or negotiating a contract. Alex Stewart is the CEO of Analytics FC, a “data-driven sports consultancy” which has worked with the likes of Bayern Munich, AC Milan and Rangers in a range of different capacities.

Player profile of Jamie Miley according to a general midfielder profile, showing percentiles vs National League midfielders this season | Created by Alex Stewart

“We’ve got four main areas that we work in. We have a scouting platform which is called Transfer Lab. It’s got a very strong player quality assessment algorithm. We have a product called Coach ID which is where we help clubs use data to find head coaches. So, we assess head coaches on their playing style, but also their impact and then other criteria. Are they good with young players? Do they develop players for trading? We also have a service called Signature, where we worked with players to help them on their contract negotiations using data. The most recent of those was Myles Lewis-Skelly and the first one was Kevin De Bruyne. And we also work in the kind of acquisition space, so we do research projects for either people who’d like to buy football clubs or people or people who just bought one and want to know what their squad quality is like and any kind of data in football where data can be a significant component.”

Why don’t football club’s do all their work internally?

Some football clubs build their data models in-house. An example of this is Liverpool who have been very successful using data in their recruitment. So why don’t all clubs do it?

Gian Marco Campagnolo is a professor at the University of Edinburgh as well as the programme director of the data analyst programme for the Italian FA and he explains: “The reason is a lack of know-how. Essentially, in the football industry, the idea was ‘what do we need to run a club? We need to have coaches,’ so the Football Association are training coaches or sporting directors or scouts. But what’s a sporting director or a scout? It’s a former player that knows about football because he’s been a player and you use the eye test and you recognise immediately a player. So, there hasn’t been an organic commitment in the football industry to develop profiles that can use data, understand, interpret and return and communicate data in an effective manner.”

Player profile of Erling Haaland according to a goalscoring striker profile, displayed as a radar | Created by Alex Stewart

Another reason football clubs continue to outsource is due to finances. Employing data scientists and developing software comes at a cost as well as taking time, making it more favourable for teams with lesser budgets to outsource.

“Initially, Tottenham and Arsenal integrated these eternal companies. They bought them to create their own internal capabilities. Not a lot of clubs can do that so that is why you have to rely on external resources.”

What is the future of consultancy companies?

Data in football doesn’t look like it will be going away anytime soon. According to openpr.com, the global football sports analytic market is expected to have a compound annual growth rate of 12.9% between now and 2034. Undoubtedly, between now and then, data in football as well as the way it’s interpreted will change and the role that consultancy companies will play in that future, remains to be seen.

Mikel Arteta’s coaching profile wheel | Created by Alex Stewart

“I think consultancies will continue to provide the analytical stuff, but I suspect a branch of it will become more assessing what a club is doing internally and advising them, much like actual consultants do in other spaces,” says Stewart.

“I also think that clubs will increasingly, probably look to work with consultancies across muti-club groups and get that idea of not just ‘can you help our club? But because we’re building a chain of clubs what we really need is a strategy for implementing things across three or four clubs in a group.’”

According to Campagnolo, it’s also possible that there could be a decline in consultancies.

“The consultancy ecosystem, which is currently oversized with hundreds of companies, will shrink over time. I don’t know how long the process will take.”

He continues: “For example, the Italian Football Association decided to develop a programme to train data analysts. So, these data analysts are going to work in clubs, and the clubs will acquire the know-how and the capability to develop their own solutions internally.”

Conclusion

It’s clear that in today's world, football is dominated by data, and consultancy companies are doing a lot of work to support clubs, especially ones that don’t have the capability or financial power to develop their own data models. Although their work is mainly behind closed doors, the more data continues to shape the game the more football fans will need to be informed of their work. As for the future of consultancies, that’s anyone’s guess. Nobody knows what football will look like in the future and that’s why we love the beautiful game.

The striker has enjoyed a fine campaign netting 29 goals, seven more than his tally last season and winning the National League North golden boot.  

Speaking on Watson’s impact, he said: “He’s been unbelievable for me since he’s come in. 

“We spoke just before [he] come in and I was obviously over the moon that he was going to come in. 

“I think since he’s been away and come back from when I had him at Gateshead, he’s just took me to another level. 

“I know where to be all the time when the ball is in certain areas of the pitch and it’s obviously shown with the numbers.” 

Blackett will be hoping to add another to his tally this weekend as The Mariners face Buxton in the play-off semi-final. 

Kick-off at The 1st Cloud Arena is at 4pm. 

Watson’s men were two points off top spot heading into last week’s 1-0 defeat to Kidderminster, however, Fylde’s 4-2 win over Merthyr meant the title was there’s no matter the Shields score. 

The Mariners now prepare to face a Buxton side who have lost just one of their last 11 and defeated Scarbrough Athletic 4-2 in the play-off eliminator on Tuesday. 

Speaking ahead of the game, he said: “I think if we’d have lost the Kidderminster game and Fylde had lost to Merthyr, I think that would have been really difficult to pick the boys back up.” 

He continued: “For me, there wasn’t too much disappointment last week and that’s me being totally honest, it’s just excitement for this Saturday. 

“You’re involved in the game for these occasions and now we’ve got an occasion on Saturday that we didn’t know that we were going to have at the start of the season so just embrace it, attack it with everything that we possibly have and just don’t let it pass us by.” 

The fixture takes place at The 1st Cloud Arena at 4pm. 

A second half goal from Alfie Livermore was enough to secure The Seahorses place at St James’ Park.

The game was backed by a bumper crowd, with 730 fans in attendance.

After a frantic start, the first real chance of the game fell the way of Benfield after a cross caused Whitley Bay keeper Mauro Asikaogu problems, but James Wilson could only put his effort over the bar.

Moments later, they thought they had a penalty when Lewis Orrell superbly brought down a ball in the box and released a shot which seemingly hit the hand of a Whitley Bay player, but the referee waved away appeals.

Five minutes into the second half however, The Seahorses took the lead. Livermore latched onto a ball in behind and managed to poke the ball past the onrushing Oliver Basey to make it 1-0.

Benfield pushed men forward looking for an equaliser, but Jay Bates’ team held on, securing their place in the final.

The former midfielder became interim manager in October 2025 after the sacking of Simon Grayson and landed the job permanently on 5 December after a seven-game unbeaten run in the league.  

Since then, the clubs been in a period of transition with controversial owner Raj Singh selling the club to Landon Smith at the end of 2025 who has opted for a change in direction following advice from consultancy company Bromby and Partners. 

Here are five potential managers the club could target as they prepare for a new era. 

1. Darrell Clarke 

The early name doing the rounds is former Pools player Darrell Clarke. 

The former midfielder enjoyed a six year stay in the North East after joining from Mansfield in 2001 and has been linked with the job numerous times in the past. 

Clarke started his managerial career at Salisbury City and guided them from the Southern Premier League Premier Division to the National League within three seasons. 

This led to Clarke being picked up by then League Two club, Bristol Rovers, originally as assistant, but would later become manager. 

During his spell the club fell out of the Football League but quickly bounced back with back-to-back promotions. 

He has since had spells at Walsall, Port Vale (including a promotion from League Two), Cheltenham, Barnsley and another spell at Bristol Rovers. 

Whilst Clarke seems to be the fans choice at the minute due to his numerous promotions, connection to the club and exciting style of play, the slight worry is his last two jobs have been particularly unsuccessful. 

Clarke was sacked by Barnsley in March 2025 after a poor run of form and his return to Bristol Rovers didn’t have the happy ending he was hoping for, after he was sacked with the side in the relegation zone and having lost their last ten. 

A drop down to the National League may however be what he needs to bring his managerial career back to life. 

2. Rob Elliot 

Current Gateshead manager Rob Elliot is another name the Pools faithful have been calling for. 

The former Newcastle goalkeeper joined Gateshead as Technical Director in August 2022 before being announced as caretaker manager following the departure of Mike Williamson to MK Dons in October 2023. 

Elliot led Gateshead to a 6th placed finish, but Gateshead weren’t allowed to compete in the play-offs due to not being able to secure a long-term tenure for their ground. 

They did however win the FA Trophy at the end of the season to some consolation. 

This led to Elliot being made permanent manager in June 2024 before leaving for then League One club Crawley Town. 

Elliot was sacked in March 2025 before rejoining Gateshead this season and keeping the club in the National League despite being 11 points adrift when he returned. 

Whilst appointing Elliot would prove popular due to his possession-based football and reputation as one of the best managers in the league, the club would need to pay a compensation package to secure his services and may find it hard to persuade him to leave a club he has a great affinity with. 

3. Graeme Murty 

Another manager who has previously been linked to the job and could prove to be successful is Graeme Murty. 

Murty is currently in charge of Sunderland U21’s where he has secured their spot in the Premier League 2 Division 1 elimination playoffs. 

Murty retired from playing in 2010 and went onto coach at Southampton and Norwich’s youth teams before joining Rangers as head coach for the development squad in 2016. 

On 22 December 2017, Murty was named as manager of the first team until the end of the season following the sacking of Pedro Caixinha. 

He returned to coaching the under-20's in May 2018 before joining Sunderland in 2022. 

Murty is a different profile from the names on this list, with his background being primarily in youth coaching which is focused more on player development rather than results. 

His proven track record of developing young players however, such as Chris Rigg and Tommy Watson, could prove invaluable to Pools and their new recruitment model. 

4. Adam Hinshelwood 

Current Worthing and former York boss Adam Hinshelwood is another who could be a shrewd appointment for the club. 

The 42-year-old had spells at Selsey and Worthing after retiring from playing before joining the coaching set-up at Brighton in 2015. 

He returned to Worthing in 2017, managing over 360 games for the club, winning the Isthmian Premier Division Title and Sussex Senior cup. 

In 2024 he joined York, helping them avoid relegation in the 23/24 season and instilling an exciting brand of football. 

Last season, his York team amassed 96 points and finished 2nd before losing 3-0 to Oldham in the play off semi-final. 

After one win and three draws at the start of the 25/26 season, Hinshelwood was surprisingly sacked by York and returned to Worthing who currently sit top of the National League South. 

Hinshelwood would bring to Pools a proven track record of entertaining football and has managed a lot of games for a young manager, like Dave Challinor when he arrived at Pools, he could also prove hard to persuade to join the club. 

Pools would be required to pay a compensation package to allow him to join the club, and whether he’d be willing to relocate from his native South East after being shown the door at York only 18 months into a long-term contract remains to be seen. 

5. Craig Mahon 

Another ambitious appointment but one which could come to fruition due to Hartlepool’s new ownership is Craig Mahon. 

Mahon currently manages AFC Fylde where he is involved in an enthralling title race with South Shields. 

Mahon became interim manager at Curzon Ashton in September 2023, combining the role with his playing duties.  

Following a successful spell which saw the club win 15 of his 29 games in charge, Mahon was offered the job on a permanent basis in February 2024. 

Following 7th and 8th places finishes in his time in charge, his work caught the attention of AFC Fylde last Summer in their attempt to return to the National League at the first time of asking. 

Mahon has quickly gained the reputation as one of the best young coaches outside the Football League and could be tempted by the Pools job this Summer, especially if Fylde don’t get promoted. 

With AFC Fylde’s Director of Football Stewart Mairs recently joining managerless Walsall in League Two however, he could prove to be a target for them.

The Lions come into the game looking to make amends as they were knocked out of the Brooks Mileson Memorial League Cup at Birtley Town in midweek. 

The opposition 

Easington currently find themselves 10th place in the league, two places and six points ahead of Benfield. 

They’ve been on a mixed run of form as of late, winning two, losing two and drawing one in their last five games. 

A lot of their good work has been done at home this season, with the club currently winless in six on the road.

Last time out 

It was Easington who came out winners in the reverse fixture at Easington Welfare Park back in November. 

A first half goal from Liam Adamson saw The Colliers collect all three points. 

Player to watch 

Adamson is the top scorer for Easington this season, scoring 11 of Easington's 59 league goals this season.

Information 

Kick off is at 3pm at Sam Smith’s Park on Saturday 11th April.

The hosts were left to rue missed chances as they were forced to settle for a point on the night.

The Lions made a number of changes going into the game with Patrick Dolan, Albert McPate and Aidan Haley all returning to the side.

After an uneventful opening half an hour, the first chance of the game fell the way of Benfield when Glen Hargrave got on the end of a ball in behind and attempted to lob Birtley keeper Ryan Hammer, but his effort bounced narrowly over.

Early into the second half another chance fell the way of Hargrave. McPate slid the ball in behind leaving the striker with just the keeper to beat but his effort dragged agonisingly wide.

Benfield kept up the pressure and had another opportunity on the hour mark after some good link up play between McPate and Lewis Orrell saw the latter fizz the ball across the six-yard box which Hargrave flew himself at but didn’t get enough contact to turn it goalwards.

With moments to go, The Lions felt they should’ve had a penalty when substitute Alfa Djalo was seemingly taken down in the Birtley box, but the referee waved appeals away, leaving them to settle for a point.

The Lions come into the game after a tough run of fixtures against table toppers Guisborough Town, local rivals Newcastle Blue Star and high-flyers Shildon.

The opposition

Birtley currently sit 11th place in the table, one place above Benfield.

They come into the game on the back of 0-0 draw with Easington Colliery and a 3-1 defeat to Birtley Town.

Last time out

Birtley came out winners in the reverse fixture back in August.

Benfield were leading 2-1 at half time thanks to goals from Glen Hargrave and Andre Bennett but second half goals by Nick Marley and Scott Helsop secured the comeback for Birtley.

Player to Watch

Versatile player Kyle Wharton recently made his 100th appearance for Birtley in a 1-0 win over Northallerton.

Information

Kick off is at 7:30pm at Sam Smith’s Park on Tuesday 7th April.