Ex-Manchester United chief Ed Woodward lands new job at AI firm

Almost two years after he left the job at Old Trafford, former Manchester United CEO Ed Woodward has found a new gig in artificial intelligence.

Woodward, who was immensely unpopular with the fans of the club during his stint, has been appointed as a Strategic Advisor and Non-Executive Board Member for SentientSports, an AI firm.

Talking about his new gig, the 52-year-old said: "Woodward said on his next challenge: “I am excited to be joining the SentientSports board and working alongside Ryan and the team. The blend of sports and AI technology at SentientSports is truly cutting-edge. With some of the industry's leading AI talents involved, I see tremendous potential for innovation and expanding global digital fanbases.


"I'm thrilled to be part of such a dynamic company with the potential to revolutionise the global digital sports landscape,” he added.

Founded in 2020, SentientSports aims to establish itself as a leading player in the utilization of causal AI technologies, with a focus on transforming fan engagement in the sports realm. The company seeks to assist professional sports clubs in building digital global fanbases and generating direct-to-consumer (D2C) revenue streams.

SentientSports has conducted testing of its models with over 30 professional teams in Europe and America. Among them are Premier League and Football League clubs that have employed the company's AI technology for data analysis and player recruitment.

The spotlight on recruitment and decision-making at Old Trafford, particularly under the tenure of Ed Woodward, drew significant criticism. Woodward assumed a senior role after the departure of Sir Alex Ferguson, and his actions in the transfer market faced scrutiny as Manchester United continued to make substantial investments in players who fell short of expectations.

Woodward's managerial appointments also received criticism for not delivering significant silverware. The hiring of Jose Mourinho, who was given a new contract shortly before being sacked, and Ole Gunnar Solskjaer, who initially held the manager's position temporarily but later secured it permanently without winning any trophies, contributed to the challenges faced during his tenure.