Sunderland have strengthened their off-field team by appointing a senior data specialist from Scottish Rugby in a key strategic role
Sunderland have appointed James Mullins as their new Head of Business Insights, with the experienced data specialist joining the club from Scottish Rugby.
Mullins arrives on Wearside following more than five years with Scottish Rugby, where he most recently held the position of Head of Digital and Data. Prior to that, he served as Head of Data and Insights and Data Science Manager, building a strong reputation in performance analytics, reporting and strategic decision-making within elite sport.
His background also includes academic roles, having worked as an associate lecturer at Northumbria University and a lecturer in sports performance analysis at the University of Gloucestershire. Earlier in his career, Mullins worked as a performance analyst at Performance Advantage, providing analytics consultancy across elite sport, including work with Durham CCC and Scottish Rugby Union.
Confirming his move via LinkedIn, Mullins said: “I’m delighted to share that I’ll be joining Sunderland AFC as Head of Business Insights, stepping into an exciting new chapter at the club. It’s a privilege to become part of an organisation with such history, ambition, and an incredible fanbase. I’m really looking forward to working with David Bruce, Brandon Furse, Scott McCubbin and the wider team as we build on the strong momentum already in place. This is a club with huge potential, and I can’t wait to see what we can achieve together. Ha’way the Lads.”
His appointment reflects Sunderland’s growing emphasis on data-led decision-making across both football and commercial departments, with the club investing in infrastructure and personnel to support long-term growth.
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