Football Insights Academy Podcast
Welcome to The Football Insights Academy Podcast, the ultimate destination for football enthusiasts, aspiring analysts, scouts, and recruitment professionals who want to understand the beautiful game beyond what’s visible on match day. This podcast is dedicated to demystifying the world of football analytics, scouting, and recruitment while empowering listeners to elevate their understanding of the game. Each episode is packed with: Deep Dives into Playing Styles: Learn how teams operate on and off the ball with practical insights into identifying tactical frameworks, key player roles, and system dynamics. Data-Driven Decision Making: Discover how to turn raw stats into actionable in...
Ep31: Why Some Teams Overachieve: From Brentford to Mjällby - When Process Beats Payroll.
Ep31: 2024/25 EPL Team Personalities
Mjällby Article
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Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley delve into the concepts of overachievement and underachievement in football, particularly focusing on the Premier League.
They discuss the performance index used to measure team efficiency, highlighting Brentford's remarkable success and Liverpool's effective spending. The conversation also touches on the surprising performances of smaller clubs like Fulham and Bournemouth, the challenges faced by larger clubs such as Chelsea, and the importance o...
Ep30: Match Analysis Myths: What TV Pundits Get 'Wrong'!
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Summary
In this episode, Tom Butterfield and David Bromley delve into the world of match analysis and punditry, exploring common myths and misconceptions that arise in football commentary. They discuss the differences between the roles of pundits and analysts, highlighting how entertainment often takes precedence over technical accuracy in TV commentary.
The conversation covers several prevalent myths, such as the idea that a team 'didn't want it enough' or that a lack of pressing indicates complacency. They also examine the complexities behind defensive errors and the importance of...
Ep29: Scouting in the Age of AI: What Football Clubs Really Value
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Summary
In this episode, Tom Butterfield and David Bromley discuss the integration of AI in football, particularly in scouting and recruitment. They explore how clubs are adopting AI technologies, the importance of clarity and communication in data analysis, and the future of AI in the sport.
The conversation emphasises that AI is a tool to enhance human insight rather than replace it, and highlights the need for scouts to adapt to these technologies to remain effective.
Takeaways
AI is becoming increasingly prevalent in football.Clubs...Ep28: Inside the 11-Stage Funnel: From 'What Do We Need' to 'Player To Target'
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Summary
In this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley delve into the complexities of football recruitment, emphasizing the challenges posed by data overload and the necessity of a structured approach.
They introduce an 11-stage recruitment process that encompasses talent identification, player evaluation, and target acquisition, highlighting the importance of defining objectives, understanding playing styles, and bridging the gap between football and analytics.
The discussion also touches on the role of AI in enhancing recruitment efficiency while maintaining the essential human...
Ep27: From Pilot Sessions to Future Evolution - What's Next?
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Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley reflect on the recently concluded War Room series, discussing its structure, the importance of feedback, and the role of the First 11 platform in football recruitment.
They explore how to engage different groups in football, the search for competitive edges, and the future directions of their initiatives, emphasising the need for continuous improvement and community involvement.
Takeaways
The War Room series was a pilot to test recruitment processes.
<...Ep26: From shortlist to Target Matrix — Turning Data Into Decisions
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Summary
In this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley discuss the intricacies of the football recruitment process, focusing on the blend of human evaluation and technology.
They explore the importance of video scouting, live scouting, and off-field factors in player recruitment, as well as the role of AI in enhancing scouting efforts. The conversation emphasises the need for a structured approach to recruitment, allowing teams to make informed decisions based on both data and human insight.
Takeaways
The...
Ep25: How Do You Filter 700,000 Players Down To a Shortlist?
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In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley delve into the intricacies of the 11-stage recruitment process in football.
Join them as they explore how strong beginnings lead to successful outcomes, the importance of defining club identity and playing style, and the role of data-driven decision-making in scouting. Discover how this comprehensive approach transforms a daunting pool of 700,000 players into a refined shortlist, ready for video and live scouting.
Tune in to learn how this meticulous process ensures clubs find the perfect...
Ep24: Building Your Player Recruitment House!! The War Room Has Begun!
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Introduction
Tom and David kick off Episode 24 with a warm welcome and a bit of humor about their recording setup. Football Season Insights: A deep dive into the unpredictable nature of the current football season, discussing teams like Man City, Spurs, and West Ham.
Recruitment Process: The duo explores the parallels between football recruitment and house renovation, emphasizing the importance of having a structured process. War Room Series: Insights into the first session of the War Room series, focusing on the initial stages of player...
Ep23: The Steps of a Real Recruitment Process - Steps 9-11 and Ready For The War Room!
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Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley discuss the current football season's unpredictable start, delve into the recruitment process for football clubs, and introduce the upcoming War Room sessions.
They explore the importance of structured scouting, the role of video analysis, and the significance of the target matrix in player recruitment. The conversation emphasizes the need for clubs to focus on appropriate players rather than just good players, and the challenges faced in...
Ep22: The Steps of a Real Recruitment Process - Steps 4-8
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Summary
In this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley delve into the stages of the First 11 app workflow, focusing on player recruitment and data analysis. They discuss the importance of defining objectives, identifying playing styles, and specifying player roles.
The conversation highlights the integration of AI in scouting processes, the significance of key performance indicators, and the use of video analysis for player evaluation. The hosts emphasise the efficiency and effectiveness of modern recruitment methods, encouraging clubs to adapt...
Ep21: Behind the Curtain: The First Steps of a Real Recruitment Process - Steps 1-3
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Summary
In this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley delve into the intricacies of football recruitment and discussing the importance of defining clear recruitment objectives.
They explore the recruitment process using the first 3 steps of the 'First Eleven' process, emphasising the significance of understanding team playing styles and the role specifications needed for effective player evaluation.
The conversation highlights the balance between objective metrics and subjective insights in recruitment, ultimately aiming to improve decision-making in football clubs.
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<...Ep20: Inside the Machine – How Smart Clubs Build Player Shortlists in 2025
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Summary
In this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley discuss the evolution of football tactics and the importance of structured recruitment processes.
They delve into the 11 stages of recruitment, emphasising the need for clear objectives, key performance indicators, and the role of AI in enhancing recruitment strategies. The conversation highlights the significance of defining team playing styles and the practical application of these strategies in real-world scenarios.
Takeaways
Football is becoming increasingly organised with structured tactics.
Set-piece coaches...
Ep19: Moving Away From Complex Chaos Towards Simple Clarity
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Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley discuss the evolving landscape of football recruitment.
They explore the typical recruitment setup in clubs, the importance of aligning recruitment with playing style, and the challenges of organising data effectively.
David introduces the concept of his 11-stage recruitment process (First XI) designed to bring clarity to the chaos of data and decision-making in football.
The episode concludes with a preview of the next episode, where they will delve deeper into...
Ep18: The Shadow Team Model: Training to Build Multi-Window Strategy
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Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley discuss the intricacies of football recruitment strategies.
They explore the importance of persistence in achieving success, the concept of a shadow team for future planning, and the tools necessary for effective player evaluation.
The conversation emphasises the need for a consistent recruitment system that can withstand personnel changes and the significance of aligning player strengths with team strategies.
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Ep17: The Thinking Behind the Shortlist — How to Justify Player Picks Like a Pro!
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Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley discuss various aspects of football recruitment, including the challenges faced by players in international matches, the constraints that scouts encounter, and the importance of evaluating players from multiple perspectives.
They emphasise the need for a systematic approach to player evaluation and the necessity of understanding the different concerns of stakeholders within a football club. In this episode, David Bromley and Tom Butterfield delve into the intricacies of player recruitment in football...
Ep16: Scouting with Constraints — How Real-World Limits Shape Smart Decisions
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Luis Enrique and Kylian Mbappe
Summary
In this episode, hosts David Bromley and Tom Butterfield discuss the dynamics of their podcast, personal updates, and the impact of technology on traditional roles. They delve into the constraints faced in football recruitment, particularly financial limitations and the importance of player fit within a team's system.
The conversation emphasises the need for adaptability and understanding in the evolving landscape of football analytics and recruitment. In this episode, Tom Butterfield and David Bromley delve into the intricacies...
Ep15: What a Recruitment Department Actually Does — and How You Can Train Like You're Already Inside One
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Summary
In this conversation, David Bromley and Tom Butterfield explore the intricacies of football analysis and recruitment. They discuss the importance of contextualizing metrics, the process of translating coach requirements into actionable data, and the significance of key performance indicators in player evaluation.
The dialogue emphasizes the transition from amateur scouting to professional recruitment, highlighting the systematic approach needed to identify and evaluate talent effectively. They also introduce the concept of the 'war room' for practical application and community engagement through the Kickstarter Challenge.
Takeaways
...Ep14: Future-Proofing Yourself — Why Augmented Analysts Will Lead the Next Generation of Football Clubs
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Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley delve into the integration of AI in football recruitment.
They discuss the importance of understanding AI's capabilities, particularly neural networks and natural language processing, and how these technologies can enhance the recruitment process. The conversation emphasizes the significance of prompt engineering to obtain valuable insights from AI, and introduces the concept of the 'war room' as a practical application of AI in recruitment strategies.
The hosts highlight...
Ep13: How to Work With AI Like a Football Recruitment Analyst, Not Like a Casual User
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Episode Summary:
In this episode, Tom and David dive deep into how AI, particularly large language models like ChatGPT, can be integrated professionally into the football recruitment process. It's not about asking vague questions and hoping for magic — it’s about treating your AI assistant like a valued member of your recruitment team.
The duo discuss the critical difference between casual and professional use of AI, highlighting prompt engineering, context-building, and the anatomy of a strong prompt. They explain how these tools, when used correctly, can...
Ep12: The Recruitment Process That Helps You Think Like a Real Football Club
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Recruitment Process with AI Integration PDF
Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley discuss the evolving landscape of football recruitment, emphasizing the importance of a structured process that incorporates AI and data analysis.
They break down the recruitment process into three key stages:
Talent IdentificationPlayer Evaluation Target AcquisitionHighlighting the need for clubs to adapt to changing circumstances and maintain effective communication between coaching and recruitment teams.
In this conversation...
Ep11: Why the Future of Football Recruitment Belongs to the Process-Driven and AI-Savvy Analyst
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Summary
In this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley discuss the evolving landscape of football recruitment, emphasising the significant impact of AI on analysis and decision-making.
They outline essential skills for future analysts, including building a repeatable recruitment process, working with AI as a copilot, and the importance of storytelling in presenting data.
The conversation highlights the urgency for professionals in the field to adapt to these changes and embrace the opportunities presented by AI technology.
<...Ep10: What Makes A Good Recruitment Decision?
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Episode 10 Tables and Charts
Summary
In this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley discuss the intricacies of football recruitment. They explore what constitutes a good recruitment decision, the importance of having a clear process, and the challenges of evaluating player fit versus talent. The conversation also delves into the global market for players and the adaptability challenges that come with it.
A case study on Chelsea's recent recruitment strategy highlights the potential pitfalls of over-recruitment and the...
Ep9: We're Building A Football Club - Want In?
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Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley delve into the critical role of data analysis in football, discussing its implications for recruitment and scouting.
They explore the recruitment process within football clubs, emphasising the importance of collaboration between coaches, analysts, and scouts.
The conversation introduces the concept of a 'War Room' simulation to help aspiring analysts understand the recruitment process better. The hosts also highlight the significance of consistency in evaluating players...
Ep8: Does Momentum Make A Difference?
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As we get towards the business end of the season we get cup finals, promotion races, play off scrambles, and relegation battles.
Pundits, Coaches and Fans will start talking about the need to 'Get Some Momentum' moving into this critical stage of the season....
We can probably think of a team who stormed into the play offs, made the great escape from relegation.... but does it happen as often as we think? Frankly, we wanted to see if momentum was real, or is it a...
Ep7: How Important Is Scoring The First Goal? Is It Different For Every Team?
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How many times do you watch a game of football where the commentators or pundits say
'The first goal will be vital today.'
Yeah of course you always want to score first, because you want to score!! But does it really make a difference who scores the first goal in an EFL Championship game?
We threw that logical hand grenade to David Bromley who set about collecting the data and changed the raw information into a format that gave us a clear...
Ep6: Why It's So Important To Try And Create A Process.....Not Perfection!
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Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley discuss the importance of transforming raw data into actionable insights in football analytics.
They emphasise the need for storytelling through data, the significance of context in interpreting numbers, and the value of visualising data to enhance understanding. The conversation also highlights the necessity of simplifying complex information to make it accessible and actionable for coaches and recruitment personnel.
Ultimately, the episode aims to equip listeners with the...
Ep5: Important Storytelling Stats - Turning Numbers into Narratives
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Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley discuss the importance of transforming raw data into actionable insights in football analytics.
They emphasize the need for storytelling through data, the significance of context in interpreting numbers, and the value of visualizing data to enhance understanding.
The conversation also highlights the necessity of simplifying complex information to make it accessible and actionable for coaches and recruitment personnel. Ultimately, the episode aims to equip listeners with the...
Ep4: Key Passing Metrics - Passes Into the Final Third + Passes Into the Penalty Area
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Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley delve into the intricacies of football analytics, focusing on the importance of understanding basic metrics and the role of passing metrics in evaluating player performance.
They discuss the significance of quick passing and the contextual factors that influence the effectiveness of passes to the final third. The conversation emphasizes the need for analysts to have a comprehensive understanding of the game to interpret data meaningfully.
In this...
Ep3: Progressive Passes and Progressive Runs - What Are They? How Are They Calculated?
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Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley delve into the significance of progressive passes and runs in football analytics.
They explore how these metrics contribute to a team's ability to create scoring opportunities and destabilise defenses.
The conversation emphasises the balance between technical skill and the willingness to take risks on the pitch, highlighting the evolving nature of football metrics and their implications for coaching and player evaluation.
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Ep2: Expected Goals (xG) and Expected Assists (xA) - What Do They Mean? How Are They Calculated?
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Summary
In this conversation, David Bromley and Tom Butterfield delve into the intricacies of football analytics, focusing on the concepts of Expected Goals (XG) and Expected Assists (XA). They discuss how XG provides a metric for evaluating the quality of goal-scoring opportunities, taking into account various factors such as player position and shot quality. The conversation transitions to XA, which assesses the likelihood of a pass leading to a goal, highlighting its potential for recruitment and player evaluation. Throughout, they emphasize the importance of these metrics in...
Ep1: The Secret to Finding Hidden Gem Players with Data Analytics.
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Summary
In the inaugural episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley discuss the transformative role of data in football, particularly in recruitment.
They explore how data analytics can uncover hidden gems in the sport, emphasising the importance of a systematic approach to player analysis. The conversation highlights successful case studies of clubs like Brentford and Brighton, which have effectively utilised data to enhance their recruitment strategies.
The episode also addresses the challenges of bridging the...
Ep100: Want To Learn How To Become A Football Analyst? This Is The Place To Be.
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Summary
In this 100th and final episode of the Attacking the Championship podcast, hosts Tom Butterfield and David Bromley reflect on their journey, discussing the evolution of their podcast and the growing importance of data analytics in football.
They explore the role of data analysts, the need for data-driven decisions in recruitment, and how analytics can enhance traditional scouting methods. The conversation emphasizes the...
Ep99: January Transfer Window - Could These Players Make The Difference?
Charts and Graphs for Episode 99
Summary
In this episode of the Attack in the Champute podcast, hosts Tom Butterfield and David Bromley discuss the current state of various football clubs as they approach the January transfer window. They analyze the needs of teams like QPR, Sheffield United, Sheffield Wednesday, Stoke City, and Sunderland, focusing on potential player signings and the impact of injuries on team performance. The conversation highlights the importance of strategic player acquisitions to enhance attacking capabilities and overall team performance. In this episode, Tom Butterfield and David Bromley delve into the intricacies...
Ep98: EFL Championship - Matchday 27 (Futile) Predictions Episode
Summary
In this episode, hosts Tom Butterfield and David Bromley discuss the upcoming FA Cup matches and review their predictions for the Championship. They analyze key matchups, including Burnley vs. Sunderland, Millwall vs. Hull, Plymouth vs. QPR, Cardiff vs. Swansea, and Luton vs. Preston, providing insights into team dynamics, player performances, and tactical approaches. The conversation highlights the unpredictability of the Championship and the significance of momentum in determining match outcomes. In this episode, Tom Butterfield and David Bromley delve into the upcoming Championship matches, providing insights and predictions for each game. They discuss the mounting pressure...
Ep97: January Transfer Window - Could These Players Make The Difference?
Charts and Graphs for Episode 97
Summary
In this episode of the Attack in the Championship podcast, hosts Tom Butterfield and David Bromley discuss the upcoming January transfer window, focusing on potential targets for various teams in the Championship. They analyze the needs of Luton Town, Middlesbrough, Oxford United, and Millwall, exploring player performance metrics and recruitment strategies. The conversation highlights the importance of chance creation, attacking support players, and the impact of recent managerial changes on team performance. In this conversation, Tom Butterfield and David Bromley analyze various football teams and their player needs, focusing...
Ep96: EFL Championship - Matchday 26 (Futile) Predictions Episode
Summary
The conversation delves into the recent managerial changes in the Championship, discussing the implications for teams like Stoke, Plymouth, and Hull. Predictions for key matchups are made, highlighting the strengths and weaknesses of each team. The hosts analyze the tactical approaches of teams like Swansea and West Brom, and the potential for Leeds to capitalize on Hull's transitional phase. The discussion wraps up with a focus on Watford's home strength against Sheffield United. In this episode, David Bromley and Tom Butterfield analyze several Championship matches, discussing team form, player performances, and making predictions for upcoming games...
Ep95: January Transfer Window - Could These Players Be The Missing Piece?
Charts and Graphs for Episode 95
Summary
In this episode of the Attack in the Championship podcast, hosts Tom Butterfield and David Bromley discuss various themes surrounding the Championship, including festive reflections, analysis of recent games, and insights into the January transfer window. They explore the importance of player creativity, the impact of analytics on shooting trends, and the significance of acting early in the transfer market. The conversation also delves into specific clubs like Blackburn Rovers, Bristol City, and Burnley, highlighting potential player targets and tactical considerations. In this episode, the hosts delve into the...
Ep94: EFL Championship - Matchday 24 (Futile) Predictions Episode
Summary
In this episode of the Attack in the Championship podcast, hosts Tom Butterfield and David Bromley discuss the upcoming Match Day 24 fixtures in the Championship, providing insights and predictions for each game. They delve into team form, player performances, and the impact of the Christmas schedule on match outcomes. The conversation covers a range of matches, including Preston vs Sheffield Wednesday, Sheffield United vs West Brom, and Middlesbrough vs Burnley, among others, highlighting the unpredictability and excitement of the Championship.
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Ep93: EFL Championship - What Are The Attacking Strengths and Weaknesses of Each Team? - Part 3
Charts and Graphs for Episode 93
Summary
In this episode of the Attack in the Championship podcast, hosts Tom Butterfield and David Bromley discuss festive food traditions, the challenges players face during the Christmas fixtures, and analyze the attacking styles of QPR, Sheffield United, and Sheffield Wednesday. They explore the teams' performances, player contributions, and potential areas for improvement as the season progresses. In this episode, Tom Butterfield and David Bromley delve into the current state of various Championship teams, analyzing their performances, player contributions, and potential areas for improvement. They discuss Stoke City's need for...
Ep92: EFL Championship - Matchday 22 - (Futile) Predictions Episode
Summary
In this episode of the Attack in the Championship podcast, hosts Tom Butterfield and David Bromley delve into the latest match predictions for Match Day 22. They analyze the form and performance of various teams, including Luton, Derby, Sheffield Wednesday, Stoke, Portsmouth, Coventry, Hull City, Swansea, Leeds, Oxford, Cardiff, and Sheffield United. The conversation highlights key matchups, team strengths, weaknesses, and the importance of home games as the season progresses. In this conversation, Tom Butterfield and David Bromley discuss various match predictions for upcoming Championship games. They analyze team performances, tactical approaches, and player strengths, providing insights...
