Published May 12, 2023


  • Long – term partnership brings together two of the most progressive organisations in English football
  • Partnership to drive the success of up-and-coming, forward-thinking English Club
  • Data-led approach to all aspects of sporting and commercial performance

Twenty First Group, the London-based global leaders in bespoke sports intelligence, are delighted to announce a long-term partnership with Grimsby Town FC, a club with one of the most forward-thinking ownerships in English football. On the back of Grimsby Town’s recent promotion to the English Football League and following this season’s much-admired FA Cup run, the partnership will see Twenty First Group build on its work supporting some of the world’s most elite football clubs, and support the Club in driving sporting success and unlocking commercial value. Drawing on Twenty First Group’s proprietary technology and data science capability, the focus will be on supporting both long-term strategic planning as well as short-term decision-making to improve performance, as the club seeks to combine its unique community-first culture with a differentiated approach to football operations in League Two.

Commenting on the partnership, Twenty First Group CEO Blake Wooster said:

“As a business which already works with some of football’s most elite clubs and the game’s biggest investors, I couldn’t be more proud to be supporting one of English football’s most innovative and ambitious ownership groups. The Club is clearly on an upward trajectory and to have the opportunity to work with its leadership team on a long-term basis is really exciting for TFG. There is a shared commitment to using data and being innovative in driving sporting success and unlocking commercial value but, as importantly, a shared and fundamental belief in the power of sport to drive social change.”    

Grimsby Town FC Chair, Jason Stockwood said:

“When we came into the club two years ago Andrew and I believed we could influence the organisation by resetting the culture, a philosophy of continuous improvement and improving decision making through data. Data is now fundamental for making decisions on performance. But making the right decisions from data is harder than ever, so that’s why I couldn’t be happier to be working with the leaders in their field, Twenty First Group. Not only will they be helping with creating an evidence-based culture, but they will help us set the long-term vision and strategy for the club.”

Club Chief Executive Debbie Cook added: “In the last two years we’ve made significant progress as a Club, both on and off the field, but we’re ambitious to go much further and realise the true potential of this iconic English Club. This work with the Twenty First Group represents an exciting step forward in our journey of continuous improvement.”