At Somerled, we leverage cutting-edge artificial intelligence to revolutionise talent identification in Sports. Our flagship platform is Football's fastest, most accurate scouting software. Somerled provides professional football clubs with unparalleled data analysis and predictive insights, enabling them to identify talent faster and more accurately than ever before.

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Find the right player for your team. Every time.

Our platform combines human football expertise with advanced AI to transform complex data into recruitment decisions you can defend: in the scouting meeting, in the boardroom, and in the market.

3000+ On-ball Events
Tracked per game

250+ Competitions
Monitored globally, live and historical data

100% Positional Coverage
Every player, every second

25+ Physical Metrics

Sprint speed, pressing intensity and AI Fitness metrics

6 proprietary models, built in-house

Tailored Scouting Intelligence

Somerled combines advanced AI with real football experience to go beyond basic performance metrics. Our platform identifies players who are not just performing well, but are the perfect fit for your club's unique system, culture, and DNA.

Beyond the Numbers

Somerled goes beyond basic performance metrics, combining AI with human football expertise to surface deeper insights.

Your Club's DNA

We identify players who are the perfect fit for your club's unique system, culture, and DNA. Ensuring every recruitment decision is strategically aligned.

Built with practitioners.

The Somerled platform was meticulously developed alongside active scouts and sporting directors. This collaborative approach ensures it directly addresses the real-world questions and challenges faced by football professionals, delivering insights in the precise format they need to make critical recruitment decisions.

Why Somerled?

We built a platform designed to give your club a decisive edge in player recruitment and development, ensuring every decision is backed by intelligence.

Maximise your Recruitment

Somerled elevates your club's hit rate in player recruitment, moving beyond guesswork to evidence-based, intelligence-driven decisions for optimal results.

Return on Investment

Every signing is a major financial and sporting commitment. Our platform enables clubs to maximise return on investment, with built-in valuation intelligence from day one.

Smart, Fast and Accurate

Streamline data collection and analysis, eliminating countless hours of manual work. Surface the right players faster, allowing your team to focus on critical strategic tasks.

Competitive Advantage

Through innovative data integration and advanced AI modeling, Somereld provides a genuine competitive edge, identifying talent others miss before the market catches up.

Your DNA.

Your fingerprint.

Every club has a unique identity. We model that identity into a bespoke Club DNA profile, ensuring every player in the database receives a DNA score unique to your club. No two clubs share the same fingerprint, guaranteeing a tailored approach to recruitment.

Tactical Philosophy

How you play

Formation Preferences

Your system

Physical Thresholds

Athletic profile

Role Archetypes

Position specifics

Cultural Identity

Club character

The question is no longer "who is the best available player?" It is "who is the right player for us?" That distinction separates intelligent recruitment from expensive guesswork.

Football-Native LLM

Natural language, football fluent.

"Find me a striker who dominates the penalty box with a high volume of touches and shots from central areas, wins aerial duels at high volume, holds the ball up well under pressure, makes runs in behind, and consistently finishes above his expected goals across multiple seasons."

That is a working example of a query the platform resolves in full. The position, the profile and the intent behind the question. Scouts search in the language of their profession and receive ranked, evidenced results in seconds.

Our model is football-native, developed by working directly with scouts, grounded in a complete football ontology, and refined until it operates in the professional shorthand of the game.

Calibrated by design. Where the data cannot support a claim, the model states so explicitly. Confidence is reported, not implied. In a market where a confident wrong answer carries a material cost, this is a deliberate engineering choice.

Accessible across the organisation. The platform serves the entire football operation. Analysts, scouts, sporting directors and executive leadership.

How it works

Understands Tactical Language

Tactical descriptors, player archetypes, colloquial football language, positional nuance - all processed natively by our AI.

Proprietary Translation Layer

The bridge between natural language and structured football data is unique to Scoutd.AI, creating an irreplaceable advantage.

Our Model Speaks Football.

Somerled is accessible to everyone in the building, not just Scouts and Analysts.

Proprietary Models

No equivalents. Anywhere.

Somerled combines proprietary data analytics modelling with football data to surface ranked, context-aware talent recommendations with confidence intervals, not gut feel.

Alpha

Predicted Player Performance Growth

Every analytics tool in football is retrospective. Alpha is prospective, predicting not just what a player has done but what they are becoming. A rising Alpha trajectory is a more valuable signal than any current output metric.

sTV

Somerled Transfer Value

AI-driven player valuation combining performance trajectory, positional scarcity, age curves and market signals into a single confidence-weighted score. Defensible in any boardroom.

sTVx

Somerled Potential Transfer Value

What could this player be worth in 3 to 5 years? sTVx gives clubs a forward-looking financial lens before a single contract is signed, a genuine first in the industry.

Video+

Video Intelligence Integration

Data convinces the analyst. Video convinces the manager. Scoutd.AI closes that gap entirely. Every insight is one click from the exact clip that proves it, without ever leaving the platform. Ask in natural language, get the shortlist, watch the evidence.

PRIME

Age Intelligence Model

Every player has three ages: linear age, biological age and footballing age. Prime reads all three, places each player on their development curve, and quantifies the remaining runway: when their peak window opens and how long it remains open.

sSm

Somerled Synergy Model

sSM measures the partnerships within a performance: who a player combines with, who they improve, and how much of their output depends on the players around them. sSM distinguishes between the two.

Youth Development

Benchmarked against the developmental record of the elite.

Somerled youth hubs benchmark academy players against the developmental data of today's leading professionals at the same age. An under-14 is measured against what talents like Jude Bellingham and Lamine Yamal recorded at under-14. The comparison focuses on trajectory against trajectory, not reputation against reputation.

Three ages, not one.

Early developers often dominate academy selection, while late developers are frequently released before they mature. Our PRIME model reads each academy player's biological and footballing age against the calendar. This ensures development decisions are based on a player's true potential and developmental curve, rather than just their current physical stature.

Elite benchmarking: Prospects are measured against the developmental record of the game's best players at equivalent stages.

Progression tracking: Every academy player is assessed against the crucial curves that define successful development pathways.

Pathway modelling: From academy to first team and the market, loan and contract decisions are made with the same rigor and intelligence as senior signings.

Leagues and Federations

One agreement. Every club equipped.

A league-wide agreement with Somerled represents a strategic investment in competitive health. A single deployment seamlessly integrates our platform into every club within the competition, establishing a unified standard of evidence and talent identification.

For the League

Elevate competitive balance. When all clubs identify and value talent with the same intelligence, the gap narrows, improving overall competition quality. Recruitment intelligence directly translates to league health.

For the Clubs

Maintain autonomy and privacy. Each club retains its unique Club DNA, shortlists, and targets. Our multi-tenant architecture ensures shared infrastructure but never shared information, safeguarding bespoke strategies.

For the Players

Optimise career pathways. Better matches between players and clubs lead to longer, more fulfilling careers and increased resale value. This comprehensive approach benefits the entire football ecosystem.

This central agreement, delivered globally through our enterprise partnership wscheme, can seamlessly equip an entire competition.

Enterprise Architecture

Built for global deployment, our robust, cloud-native architecture ensures seamless operation and scalability worldwide.

Designed for enterprise-grade performance, Scoutd.AI integrates effortlessly into existing club ecosystems, handling vast amounts of real-time football data with unparalleled efficiency.

Cloud-Native Architecture

Built on leading cloud platforms for flexibility, resilience, and global reach.

Multi-Tenant Design

Secure and isolated environments for each club, ensuring data privacy and performance at scale.

API Integration Layer

Seamlessly connect Scoutd.AI with your existing systems and third-party tools for a unified workflow.

Scalable Data Pipelines

Engineered to process massive volumes of football data in real-time, growing with your club's needs.

Enterprise Support Model

Dedicated support ensures smooth operation and maximum value from your investment.

Official Partners

Opta by Stats Perform. The most trusted name in global sports data. Every insight [NAME] surfaces is built on the most comprehensive football data infrastructure in existence.

Tata Consultancy Services. Somerled Group is a co-innovation partner of TCS, one of the world's largest technology consultancies, providing enterprise delivery, security and scale for clubs, leagues and federations worldwide.

Validated by the Beautiful Game.

What clubs say.

"A reliable and functional recruitment platform built with performance, usability and scalability in mind. An accurate Club DNA-based, user-friendly system that streamlines and is very efficient in its use. Allows clubs to search and find potential targets quickly and accurately."

Director of Football, EFL League One Club

"I've been asking the team for years to build a platform that looks like this."

Director of Scouting, Premier League Club

"If you can find the same players that we find, but it only takes your platform 5 minutes, we might as well use your platform."

Director of Performance, French Ligue 1 Club

"Every team in the country is going to want this."

Board Member, MLS Team

The Team

Somerled's Starting XI.

Our team combines deep football expertise with cutting-edge AI and enterprise technology leadership. We are united by a singular mission: to empower clubs with unparalleled talent identification.

Joe MacDonald

CEO and Founder

A former professional footballer turned technology entrepreneur. He leads Scoutd's commercial strategy, product vision, and the mission to redefine how talent is identified in sport.

Tom Griffin

Chairman

Serial entrepreneur with extensive expertise in tech, global mergers and acquisitions, and strategic leadership. Provides Scoutd with the governance and experience to scale globally.

Sunil Mistry

AI Advisor

Previously Director of Artificial Intelligence at Atos, now Founder at RIFFL. Sunil brings unparalleled AI expertise and technical innovation to Scoutd.AI's model architecture and long-term research agenda.

Sam Burrows

Operations Advisor

Formerly VP at DAZN and Delivery Director at IAG. Now Director at the Ellison Institute of Technology, focused on AI, bringing world-class delivery and operational excellence at global scale.

Matthew Skillen

Technical Advisor

Director of Technology at British Airways. Contributes deep expertise in operational efficiency, technology integration and enterprise-scale software development.

Paul Hanagan

Technical Advisor

Has successfully built and sold customised IT solutions across networking, observability and hybrid cloud. Offers critical insights into technology scalability and infrastructure innovation.

Data Science Team

The analytical engine behind Scoutd.AI, our data science team meticulously crafts the models and algorithms that deliver objective, data-driven insights to scouting professionals.

Olly Pratt
Head of Football Data Analytics

Brings elite-level experience building and leading football data infrastructure across professional clubs, with a deep understanding of how data functions at the sharp end of the game. Olly translates complex performance data into actionable recruitment intelligence that coaches and scouts can actually use.

Dr. Ian Greatbatch
Lead Data Scientist

A creative scientific thinker who brings operational research discipline to complex decision problems. Dr. Greatbatch brings exceptional academic rigour to Scoutd's model architecture, applying advanced statistical methods to the problem of player evaluation at scale. His work underpins the probabilistic confidence layers that make Scoutd's outputs defensible, not just indicative.

Jamie Mitchell
Data Analyst

A specialist in football data analysis with a sharp instinct for uncovering the patterns that matter in recruitment. Jamie combines technical precision with genuine football knowledge, ensuring the numbers Scoutd surfaces are always grounded in the reality of what happens on the pitch.

Graham Holland
Senior Data Scientist

Graham possesses an exceptionally rare combination of deep mathematical ability and applied data science expertise. His work spans machine learning model development, statistical inference and large-scale pipeline engineering, contributing exceptional precision and depth to every analytical layer of the platform.


Bespoke intelligence. By invitation.

Somerled Forge is our bespoke intelligence division: football operations, scouting, data science, AI and technology in a single unit, engaged directly by teams whose requirements extend beyond a product. The Forge works alongside your people on your most consequential projects.

What Forge delivers

Identity & DNA

We define your club's tactical DNA, from first-team philosophy to academy pathways, to build recruitment strategies that attract the right talent who fit your unique identity.

Executive Search

We bring data-driven objectivity to managerial searches, helping clubs identify, assess, and appoint the right leader beyond traditional gut feel or agent recommendations.

Talent Intelligence

Bespoke shortlists, deep player profiles, and squad gap analysis, crafted by experts who understand the nuances of scouting meetings, not just the underlying models.

Boardroom Tested

We prepare sporting directors and senior football staff for career-defining moments, offering interview preparation, strategic positioning, and presentation support, all in confidence.

Academy & Youth Development

Custom-built development hubs enhance your academy's competitive advantage with player progression tracking, pathway modeling, and talent benchmarking tailored to your methodology.

Every engagement is confidential, tailored, and led by individuals who deeply understand the game at every level. We operate on a retained or project basis, deliberately selecting partners who are committed to investing in the team behind the tools.

Enquire about the Forge.

The Somerled Mission

Somerled Group's vision extends far beyond the pitch. We are building the future of talent intelligence, rooted in a principle proven centuries ago.

In the twelfth century, a Norse-Gaelic leader rose from a dispossessed family to command the western seas. He did not prevail by having more ships. He prevailed by knowing more. Scouting tides, coastlines, and rivals better than anyone alive. He was called Somerled, Lord of the Isles.

Eight centuries later, the principle holds. The winners are not always those with the most resources. They are those with the best intelligence.

Beyond Football

Somerled Group is the talent intelligence company. Football is where we prove our intelligence systems, in the most competitive and scrutinised talent market on earth. It is not where we stop.

Our architecture, built on identity modeling, predictive intelligence, and a domain-native language layer, is designed to be sport-agnostic. It's ready for any arena where potential is assessed and misjudgment carries a high cost.

Future Horizons

The intelligence gained from player assessment raises further critical questions: how players are represented during value negotiations, and who advises the club owners. Somerled is actively developing solutions to address both these strategic areas.

Intelligence without limits.

Join the clubs already working with Somerled. Request a demo, we'll build your Club DNA live.

Contact our dedicated team at admin@somerled.co.uk