The Game Changer: Esteban Granero Harnessing AI to Revolutionize Football Tactics, Transfers, and the Future

During the time when Esteban Granero was nearing the end of his playing career and contemplating his next steps, he started delving into the utilization of data in football. With an abundance of data at his disposal, he pondered on how to harness its potential more efficiently. This led to the creation of Olocip.

Founded and led by Granero, a former midfielder for Real Madrid, Olocip specializes in the advancement and implementation of artificial intelligence in the realm of football. The company has been operating since 2016, well before the technology gained widespread attention.

"We have been involved in this field for seven years now, during a time when very few people were discussing artificial intelligence in sports," Granero explains in our Future of Football series. "This puts us at an advantage now, as artificial intelligence has become a popular topic of conversation."

With their primary goal being to "shift analysis from the past to the future," as Granero describes, Olocip has indeed foreseen these developments, enabling clubs, coaches, and players to make more informed decisions regarding tactics, transfers, and numerous other aspects of the game.

Olocip's team of scientists, based in Madrid, has dedicated years to developing their product. By utilizing advanced algorithms and processing vast amounts of data, they provide their clients with predictive and prescriptive analysis, going beyond mere description.

"We have been offering our platform for performance prediction for several years," states Granero. "With the advent of AI in sports, we are well-prepared to address challenges and have established a solid reputation in the industry."

The recent surge in artificial intelligence has sparked concern about its potential dangers to society. While some experts advocate for a halt in its development, Granero sees it as a source of excitement. He believes that AI's impact is akin to the transformative effect of electricity over a century ago, not only in its application but also in the way it revolutionizes surrounding technologies.

"So, the impact is worldwide, reaching far beyond any other technology. Naturally, there exist certain perils that warrant our vigilance. However, when it comes to the realm of sports, I firmly believe that it is destined to become an indispensable technology.

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Esteban Granero gives a talk about Olocip's AI technology

Olocip's technology aims to enhance decision-making in both gameplay and the transfer market.

AI, specifically Olocip, needs to prioritize certain aspects that distinguish it from conventional big data, with objectivity being the foremost. AI has the potential to introduce objectivity into performance analysis.

Consequently, our focus no longer solely rests on quantifying a player's actions in a game. Rather, we are assessing the impact and value of each action made by every player on the team.

For instance, actions such as clearance, interception, or pass directly influence the likelihood of a team scoring or conceding. Consequently, we can assess the extent to which these actions contribute to the team's performance.

This represents a significant breakthrough in analysis and sets artificial intelligence (AI) apart from conventional big data methods. Unlike traditional approaches that focus on past performance, AI aims to predict future actions and performance of players.

Olocip's analysis not only aids clubs in choosing potential transfer targets but also provides valuable insights for decisions regarding contract renewals for their existing players.

"It grants clubs the opportunity to observe the potential growth of their players," comments Granero. "The circumstances vary from one year to the next. It encompasses not solely the player's age, but also factors such as teammates, the coach, and the player's position on the field.

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Olocip collaborates not only with clubs at various levels across Europe but also with individual players and the agencies that represent them.

"You can gain insights into your own strengths and weaknesses by analyzing yourself using AI," Granero explains. "This objective perspective allows for a more comprehensive self-analysis.

"This is especially valuable in terms of future performance, as it applies not only to players but also to the agencies representing them. We are actively collaborating with agencies to predict the performance of players in various scenarios."

It is crucial to make a wise decision during the transfer window and effectively convey to your current club or prospective club why you are deserving of a contract, extension, or why your salary should not be reduced due to your potential for improvement.

These aspects hold great significance. When a player is preparing to join a new team, there is undoubtedly a sense of uncertainty. However, we can minimize this uncertainty by assisting you in evaluating three offers and determining which one will yield the greatest performance outcomes.

This is not mere speculation. We utilize scientifically validated AI technology that provides genuine trends. While it cannot predict the future with absolute certainty, it is far more reliable than assuming past performance will apply in a new context.

If you are faced with just one or two decisions, errors can still occur. However, when dealing with a large number of decisions, this reduction in uncertainty becomes crucial.

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Esteban Granero, who has played for QPR, Real Sociedad, Espanyol, and Real Madrid, holds a unique perspective to remark on the impact of technology on the game, both on and off the field.

"It is a greater challenge to be a footballer in the present compared to 20 years ago when I began my career, therefore I consider myself fortunate to have concluded my playing days," he smiles. "There is a broader arsenal and enhanced understanding of the prerequisites for reaching peak performance, but the standards have risen."

His current objective is to ascertain that both players and clubs, through Olocip, possess the necessary tools to navigate the future ahead.

"Football is evolving, growing more physically demanding, and this transformation is occurring at an accelerated pace," Granero explains. "In order to foresee these changes, adjust accordingly, and support clubs and the industry, technology must collaborate symbiotically with individuals.

"The collaboration between people and technology is far more effective than their separate workings. Technology does not aim to replace anyone's job, but rather serves as a tool to enhance job performance."

"In the end, that is what we are trying to do."