Fractional AI, Data & Product Consultant

Alick Mighall - AI & Data Consultant / Product Lead - clubs, leagues & platforms

Senior technology leader and digital product builder, working with sports organisations that need experienced AI and data leadership but aren't at the scale to justify a full-time hire. I help clubs, leagues and platforms make sensible technology bets, manage suppliers from the buyer's side of the table, and turn raw video and event data into commercial, performance and fan engagement value.

What I do

I take on a small number of clients in fractional or project roles. Typical engagements involve 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 — 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 — the spine that everything else runs on (TrackIt).
Real-time data export to social platforms, broadcast graphics and in-venue surfaces — the same 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 the deepest pocket of work, 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 — Tier 3 and Tier 4 players sit much closer to the top of the pyramid than their men's equivalents, which changes the case for cost-effective, standardised tooling. I also work across other sports where similar workflow and commercial problems recur.

Background

Five years across three sports tech businesses before returning to Miggle full-time. Most recently led the Intelligence BU at PMY across EMEA — tier-one clients including Premier League clubs, LIV Golf, EuroLeague Basketball and the ECB — growing 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 — AI roadmap, supplier evaluation, sponsor reporting, archive analysis, 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.

Start a conversation

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

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