Although people may make sense of concepts like ‘talent’ and get influenced through discourses reinforced in the media, not much research has investigated the construction of ‘talent’ in the media or in relation to football, yet. By applying Laclau and Mouffe’s discourse-theoretical analysis and aspects of quantitative content analysis to forty-four news articles, this study compares how German and Swedish media construct and reinforce discourses of ‘talent’ in football. The findings suggest that cross-cultural media share common reference points in shaping discourses on ‘football talent’. However, these nodal points are allocated and formed in distinct ways within each country, thus constituting floating signifiers. The study unveils that ‘talent’ constitutes an empty concept within and across specific cultural settings. Nonetheless, the conceptual notions surrounding talent seems more uniform in Swedish media compared to Germany. Moreover, gender disparities in the context of ‘football talent’ discourses predominantly link talent with male football players.

This case study explored the perceptions and utilisation of data-driven methods of coaches, scouts, and a sporting manager overseeing the U8-U14 unit of a German Bundesliga academy. It comprised seven semi-structured interviews and employed thematic analysis to unravel the complexities of talent identification, selection and development (TISD). The findings provide highly contextual insights into practices and perceptions of key stakeholders within the context of academy football. Technology and data-driven methods were restricted to anthropometric measurements and automated video evaluations. Nonetheless, informants recognised the potential of data-driven methods, such as AI, to enhance TISD practices and decision-making. Financial constraints did not pose a barrier, however, challenges, such as limited expertise and insufficient time for data interpretation, hindered the wider adoption of data-driven strategies and technologies. It is suggested that training staff in data interpretation and investing in skilled personnel could improve the effective use of new technologies and enhance player development. Legal regulations, such as the General Data Protection Regulations, were perceived as potential hurdles to adopt innovative methods. Moreover, demographic dynamics, particularly younger staff, are believed to positively influence technological adoption. The need for further research to explore how organisational dynamics and data protection laws impact the adoption and effectiveness of data-driven methods in football academies was suggested.