Better players
for less money
How to build a culture based on evidence
Challenge
Alongside a mandate to encourage domestic players, the league wanted to execute an international recruitment strategy that would raise the level of the Canadian Premier League.
Solution
We started by capturing objectives, defining guiding principles, and devising a framework for our approach. By conducting thorough research that combined proprietary models with public and private data, we identified a set of logical steps and achieved buy-in from the league’s board of governors.
On an ongoing basis we have been assisting the league and member clubs through the operational phase of identifying, scouting, and recruiting eligible players.
Impact
After the first year 27 countries were represented in the pool of eligible international program player signings, with 10 countries were represented by signed players. These players were 3x more offensively productive than non-program signings while also being 11% cheaper (cost per minutes played) than non-program signings.
“Twenty First Group shows a unique willingness and appetite to think differently about the game. They consistently challenge the status quo and question how we can all be better.”
