Accelerating the Growth of Elite Sporting Organisations

Sentinel Sports Group is a provider of strategic advisory, expert insights, and operational support within football. We specialise in supporting club owners, leagues, and investors, driving success and fostering long-term growth. Our mission is to empower football organisations to shape and secure their future, ensuring they thrive in an ever-evolving landscape.

We have experience working across

About Sentinel Sports Group

Sentinel Sports Group is here to tackle your most significant challenges. Our network of advisors includes experienced leaders with a track record of driving change across football and business.

With deep expertise in the sport, we have first-hand experience navigating the challenges faced by football organisations.

What We Offer

Services Built For Football’s Toughest Challenges

Leadership Strategy

We strengthen your organisation's leadership capabilities, working with you to develop and implement strategic approaches that inspire lasting results.

Operations

We enhance the efficiency and effectiveness of your organisation, streamlining processes and optimising resource management.

Change & Transformation

We support organisations through periods of transition, growth, or restructuring with clear, well-managed change strategies.

Recruitment

We advise on recruitment strategy, from scouting frameworks to technical and coaching appointments.

Investor Advisory

We provide independent advice to investors assessing opportunities in football, from due diligence through to post-investment support.

Multi-Club Ownership (MCO)

We advise multi-club ownership groups on structure, strategy, and alignment across their portfolio of clubs.

”Their analysis of club structures reflects what I see from the inside as COO. They understand how these organisations actually work.
Chief Operating OfficerScottish Premiership Club

Meet The Team

We're a team of experienced football advisors and analysts, driven by a shared passion for helping clubs, owners, and investors make smarter decisions. We combine hands-on football expertise with rigorous strategic thinking to support organisations at every stage of growth.

Founder, Consultant

Daunte Crawford

Daunté founded Sentinel Sports Group on a single thesis: structure determines success.

He is Elite Club Development and Strategy Manager at the Football Association of Wales, working across governance, licensing and club sustainability in the Welsh pyramid, and previously led sporting operations at Rezzil, where he secured a five-year strategic partnership with the Premier League.

He holds a Master of Sporting Directorship from Manchester Metropolitan University, where his research produced the Integrated Performance Structures Framework, and writes a regular column on club structure and sporting leadership for Training Ground Guru.

Data Analyst

Shuyao Chen

Shuyao leads data science and analytics at Sentinel Sports Group. Her work turns structural questions into measurable ones: testing SSG’s frameworks against real-world club and league data, pressure-testing assumptions before they reach a client, and ensuring every recommendation is grounded in evidence rather than convention. She works across SSG’s diagnostic and research projects, including the firm’s ongoing work on executive evaluation in football.