Fractional AI, Data & Product Consultant

What I do

I take on a small number of clients in fractional or project roles. Most engagements start with understanding the state of the data, systems and workflows already in place: what's being captured, what's actually used, and where the gaps are. What does a single view of the fan or athlete actually look like for this organisation?

From there: setting AI and data strategy and roadmaps, evaluating suppliers and helping with procurement, working through build-vs-buy decisions, and developing internal capability alongside whatever team the organisation already has. I sit on the client's side of the table, not the supplier's.

What comes with me

Alongside the advisory work, clients get preferential access to the platform stack I've been building under Miggle. This is available to deploy on the client's own cloud infrastructure, with the client owning the data:

• An event-timestamped synchronisation layer for video, audio and stats called TrackIt. The spine that everything else runs on.
• Real-time data export to social platforms, broadcast graphics and in-venue surfaces. A single source of truth for a timestamped event (e.g. 'goal') can drive a club tweet, a lower-third on the live stream, and a stadium screen graphic the instant it's logged.
• Sponsor analysis with Nielsen-style scoring on logo duration, size, clarity and screen position.
• Multi-language commentary translation with synthesised audio output.
• Automated highlights from OBS / vMix feeds, post-match or near-live.
• AI event detection that builds timestamps from un-tagged or archive footage.
• Video and Audio dashboards, PPV / VOD infrastructure and an AI-agent layer over the resulting club archive.

Where I focus

Football is where I am primarily focussed, with active engagements across streaming, broadcast and club-side AI, covering player/team performance and fan engagement use cases. I have particular interest in the women's game, where the structural data and tech gap below the WSL is sharper than in the men's pyramid, as Tier 3 and 4 players sit much closer to the top of the pyramid than their men's equivalents. This changes the case for cost-effective, standardised tooling. I also work across other sports where similar workflow and commercial problems recur.

Background

Senior product and data roles across the sports tech sector before returning to Miggle full-time. Most recently led the Intelligence BU at PMY across EMEA, serving tier-one clients including Premier League clubs, LIV Golf, EuroLeague Basketball and the ECB. Grew revenue from a Premier League client by 185%+ in year one through computer-vision work on their video archive. Before that, Director of Product Management at Tempus Ex Machina, rolling out cloud-based real-time video and stats analysis for NFL Football Operations. Earlier, eleven years running Miggle as a profitable digital agency, and senior product roles at Yahoo Europe including ownership of Yahoo Sports.

Engagement types

Fractional retainer

1–2 days per week over a defined period. Best for clients with an ongoing AI agenda and no senior person yet in seat.

Project-based

Scoped deliverables. Data and systems audit, AI roadmap, supplier evaluation, build-vs-buy decisions, sponsor reporting, workflow audit. Best when there's a specific decision to make.

Strategic Advisory

Smaller commitment, board-level input on technology bets, hiring and supplier choice. Best for organisations who already have execution capacity but want experienced challenge.

Further reading

Timestamped Events to Sponsor ROI: Building Practical AI Products for Sport (April 2026) covers the technical journey and trade-offs in detail. The deck from a January 2026 talk on the women's football data gap is available on request.

Article and longer-form writing at medium.com/miggle. CV at linkedin.com/in/alickmighall.

Start a conversation

Email alick@miggle.one or call +44 (0) 7748 188012.

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