The leading North American match analysis and statistical provider for football is "expanding into the European marketplace with its suite of game and performance analysis tools," according to Paul Nicholson of INSIDE WORLD FOOTBALL. Match Analysis, based in San Francisco, is "targeting clubs and leagues in a bid to 'change the culture' of strategic and technical analysis." Match Analysis' core product is now in operation at every MLS club. The company has recently "concluded a long term deal" with Mexico's Liga MX where it will be "installed in 40 grounds to provide video, statistical analysis, real time data compilation, player tracking and performance analysis for its clubs." Match Analysis President Mark Brunkhart said, "In Europe performance analysis is based on studying the game and handing individual pieces of information to the manager that have been boiled down from a mass of data." Brunkhart said that this "doesn't give the manager the full picture of what is taking place in the game." Brunkhart: "We are not producing data for data's sake. We are about producing a set of communications tools. We are giving a manager a mechanism to use his knowledge and get the players on the same page. You have to look at the whole picture" (INSIDE WORLD FOOTBALL, 11/27).
