How Set-Pieces and Structured Play Are Changing the Game — Sport Science Agency

Football has long been celebrated for its fluidity and creativity, but a growing trend suggests the sport is evolving to embrace a more structured and process-driven approach. This shift is especially evident in the increased focus on set-pieces, with carefully rehearsed routines reminiscent of the play-calling strategies seen in American sports like the NFL and basketball.

At the heart of this transformation is the integration of data, analytics, and sports science, which have redefined how teams prepare and execute their strategies. This trend doesn’t just affect performance on the pitch, it also opens up significant commercial opportunities for teams, sponsors, and broadcasters to capitalise on the tactical side of the game.

The Rise of Set-Pieces: Structured Play in Football

Set-pieces are no longer treated as static opportunities but as carefully orchestrated chances to gain an edge. In the Premier League’s 2022/23 season, over 15% of the 419 goals were scored from corners, with Liverpool leading the league by converting 17 set-piece opportunities. Similarly, the 2022 FIFA World Cup saw 66 goals originate from set plays, highlighting their growing importance on the international stage.

This surge is driven by meticulous planning. Set-piece coaches and analysts are now essential to many teams, devising routines that maximise efficiency and exploit weaknesses in opponents. For example, decoy runs, precise blocking and clever positioning are often choreographed, mirroring the precision seen in NFL red-zone plays or basketball plays.

These advancements in set-piece strategy are underpinned by sports science and data analytics, which help teams refine their routines through repetition, feedback, and performance monitoring.

A Process-Driven Approach to Management

This shift extends beyond set-pieces to a broader transformation in football management. Traditionally, football’s success has been attributed to flair, instinct, and individual brilliance. Today, a more process-oriented approach is emerging, inspired by the structure of American sports.

Managers like Mikel Arteta, Pep Guardiola, and Roberto De Zerbi are known for meticulously rehearsing phases of play, from defensive organisation to attacking transitions. Teams are now breaking down games into controllable segments, rehearsing patterns that enable them to respond effectively to specific scenarios.

Sports science plays a pivotal role in this evolution. Wearable technology and video analysis, allow teams to simulate in-game situations, measure outcomes, and optimise strategies based on hard data. For instance, timing a player’s movement during a set-piece or tracking defensive positioning can reveal insights that inform tactical decisions.

Why Set-Pieces Are Key to Commercial Growth

The rise of structured play in football isn’t just a tactical revolution—it’s also a commercial one. Set-pieces and play-calling strategies provide unique storytelling opportunities for broadcasters and rights holders, creating content that resonates with fans and adds value for sponsors.

For Broadcasters

Fans are increasingly engaged by tactical breakdowns, similar to the play-by-play analyses seen in NFL broadcasts. Providing real-time insights into set-piece routines, such as the logic behind decoy runs or the science of perfect delivery, can create richer, more engaging viewing experiences. Graphics, heat maps, and data overlays offer fans a deeper understanding of the game, transforming complex tactics into compelling narratives. Focused set piece analysis segments offer new sponsorable assets for broadcasters as innovation and data partners seek integration beyond simple screen graphics.

For Clubs

Set-pieces present unique opportunities. For instance, a sponsor could align themselves with a club’s tactical excellence by sponsoring set-piece analysis across fan content, highlighting a team’s success in this area. Teams that excel in structured play are perceived as innovative and forward-thinking, qualities that brands are eager to associate with.

Additionally, clubs with dedicated set-piece coaches and analytics teams can attract investment from data-focused partners, such as wearable technology companies or software providers, further integrating commercial partnerships into the performance side of the game.

The Role of Sports Science and Data in Structured Play

At the core of this transformation is the application of sports science and performance analytics. These tools have enabled teams to turn set-pieces into predictable opportunities for success.

How Teams Use Data for Set-Pieces

• Movement Tracking: Technology measures players’ movement patterns during rehearsed set-piece scenarios, helping refine positioning and timing.

• Physical Preparation: Training regimes are tailored to ensure players can execute intricate set-piece routines under fatigue. For example, ensuring the jump height for aerial duels remains consistent in the final minutes of a match.

• Psychological Preparation: Repetition of set-piece routines in training helps players anticipate in-game scenarios, reducing reaction times and increasing confidence.

These advancements in sports science have contributed to set-pieces accounting for an increasing percentage of goals, showing that a structured, data-driven approach can yield tangible results.

The “Americanisation” of Football

The parallels between football’s evolving approach and traditional American sports are clear. In the NFL, every play is meticulously designed and executed based on an analysis of opponent tendencies. In basketball, in-bounds plays and offensive sets are rehearsed to maximise scoring opportunities.

Football’s embrace of these principles marks a significant departure from its free-flowing traditions, but it doesn’t mean the sport is losing its essence. Instead, it highlights the growing recognition that structure and creativity can coexist. While instinct and flair remain essential, the ability to pair these qualities with precision and planning gives teams a critical edge.

Balancing Structure with Creativity

One of the challenges in this shift is ensuring that football doesn’t become overly rigid. Fans are drawn to the unpredictable nature of the game, where moments of genius can decide matches. Striking the right balance between structure and spontaneity is crucial for maintaining football’s appeal.

Managers like Guardiola have mastered this balance, using structured plays as a foundation while giving players the freedom to improvise in key moments. Similarly, set-piece routines are designed to create opportunities without stifling the natural flow of the game.

Football’s Tactical Revolution

The “Americanisation” of football, driven by the rise of structured play and set-piece strategies, is profoundly reshaping the sport. Underpinned by sports science and data analytics, this evolution is creating opportunities both on and off the pitch.

For teams, it offers a competitive edge through meticulously rehearsed tactics. For broadcasters and sponsors, it provides a new layer of storytelling and engagement, connecting fans to the game in deeper, more meaningful ways.

At Sport Science Agency, we specialise in turning performance insights into compelling stories that drive results. Whether it’s helping teams optimise their strategies or working with brands to engage audiences, we’re at the forefront of this exciting evolution in sport.

Let’s talk about how we can help you make the most of football’s tactical revolution.