Interview: How the KNVB is using data to build the future of Dutch football

Source: Heliview - Dutch Data Day

The following article was originally published by Heliview in the context of Dutch Data Day. We are sharing it here to highlight valuable insights into how data is transforming the future of Dutch football. All credits for the original content go to Heliview.

During Dutch Data Day (April 16, Utrecht), Rick Koetsier and Bas Hakvoort – both working within the KNVB’s Data Intelligence Team – offer a unique behind-the-scenes look at how data is being used to structurally improve Dutch football. From league structures to fan experience, data is playing an increasingly important role.

From Data to Better Decisions

As Lead Data Intelligence, Rick is responsible for making the KNVB organization more data-driven. His team works with nearly all data outside the national teams’ on-field performance, including:

• Amateur football and membership administration

• League structures and match data

• Marketing and fan data

• Digital platforms and interactions

“From strategic to operational level, we help the KNVB make better decisions,” Rick explains. “From how competitions are structured to how we communicate with millions of football fans.”

Bas, a data scientist within the team, translates this data into concrete applications such as dashboards, analyses, and predictive models. This enables various departments to independently use insights in their daily work.

From First Analyst to Central Data Team

The development of data within the KNVB is relatively recent but has grown rapidly. Rick started ten years ago as the first database analyst within the marketing department. Since then, a central team of data analysts, scientists, and specialists has been formed to support the entire organization.

The “eQuality Index”: Fairer Competitions Through Data

One of the most impactful projects the team has developed is the so-called Equality Index. This model determines the strength of amateur players and teams based on match data.

The result?

• Better and fairer league structures

• Fewer large score differences (such as 10–0 matches)

“All amateur football players in the Netherlands effectively have an individual playing strength,” Rick explains. “Not to judge players, but to better organize competitions.”

The strength of this model lies not only in technology, but also in adoption. Clubs are actively involved and encouraged to properly input their data, continuously improving the quality of the system.

Data as the Engine of Fan Experience

Data also plays a crucial role off the field. During EURO 2024, the KNVB launched a renewed Oranje app that provided fans with personalized information.

For example, during severe weather in Leipzig, fans received a push notification advising them to remain in the city temporarily instead of heading to the fan zone. What started as a marketing tool evolved into an instrument for crowd control and collaboration with local authorities.

The Future: AI Built on a Strong Foundation

Although AI is firmly on the agenda within the KNVB, the organization deliberately chooses a phased approach.

“We see enormous possibilities,” says Rick. “But first, the foundation must be solid: a strong data platform, governance, and a clear strategy. Only then can you deploy AI responsibly.”

The focus is not on quick experiments, but on sustainable and responsible innovation.

Small Steps, Big Impact

What can visitors to Dutch Data Day expect? No grand promises, but realistic insights.

The KNVB story shows that even a relatively small data team, within an organization with major visibility—can realize significant change. The key lies in using data intelligently, bringing the organization along, and remaining focused on delivering concrete value.

Curious About the Full Story?

Get your ticket for Dutch Data Day now and experience Rick and Bas live on stage. On behalf of the KNVB, they will share how they are using data to make Dutch football smarter, fairer, and future-proof.

Original source: Heliview – Dutch Data Day

If you would like to read the original publication or attend Dutch Data Day, please visit Heliview’s official website: https://heliview.com/dutch-data-day/interview-hoe-de-knvb-met-data-bouwt-aan-de-toekomst-van-het-nederlands-voetbal/ 

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