Fractional AI, Data & Product Consultant
Alick Mighall - AI & Data Consultant / Product Lead - sports clubs, leagues & platforms
Senior technology leader and product builder, helping sports organisations make the most of their digital assets. I'm driven by a desire to see my clients take full ownership of their digital estates and sports data and create an environment where outcomes can be maximised in what are often tight resource contraints and too many logins for staff, players and fans alike.
I provide experienced AI and technology leadership to sports platforms, leagues and clubs that need strategic or operational guidance in areas where they aren't at the scale to justify a full-time hire. I help clients make sensible technology decisions by breaking down supplier propositions from the buyer's side of the table.
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, covering what's being captured, what's actually used and where the gaps are.
From there, it's about setting product, 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. One key outcome is to establish what does a single view of the fan, athlete, commercial partner or event look like for any organisation.
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. Key objectives of my development work are to:
- Enable fan, athlete, commercial partner and event daya to be queried and reported on using natural language
- Ensure organisations become the source-of-truth for the timestamped event data they generate, with full control over how it's used downstream
- Maximise the creation of sponsorable inventory from event data
- Measure and understand the value that sponsors receive from their support, as well as be able to more effectively manage the inventory they buy
- Increase the value and utility of event commentary and venue audio
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 across the men's, women's and youth game. 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
- 0.5–2 days per week over a defined period. Best for clients with an ongoing AI agenda and no senior person yet in seat.
- Event-based
- Understand and evaluate digital event coverage, make cost-effective recommendations for improvement and lead implementation. Measure sponsor visibility, duration and prominence during events.
- Project-based
- Scoped deliverables. Data and systems audit, AI roadmap, supplier evaluation, build-vs-buy decisions, sponsor optimisation, workflow audit. Best when there's a specific decision to make.
- Strategic Advisory
- Smaller commitment, board-level input on technology decisions, hiring and supplier choice. Best for organisations who already have execution capacity but want the benefit of an 'outside looking in' view.
Further reading
What Your Non-League Highlights Footage Already Knows About Your Sponsors and Advertisers (June 2026) shows how clubs can demonstrate value back to partners.
Ask Your Non-League Football Club Data a Question (June 2026) covers how clubs can get a single view of the fan, sponsor or match.
Timestamped Events to Sponsor ROI: Building Practical AI Products for Sport (April 2026) covers the technical journey and trade-offs in detail.
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.