James Hird joins Affinda as head of sports AI division
AFL legend James Hird joins tech firm Affinda as head of sports AI division.
James Hird, the 1996 Brownlow Medalist, has joined Affinda as global head of Affinda Sports. Affinda Sports works with product and engineering teams to help sporting organisations turn data into decisions on performance, strategy and commercial growth.
Affinda Sports' role covers governing bodies, national sporting organisations, clubs, associations and commercial partners. Hird had hoped to return to coach Essendon after the club finished last in 2026, but the role went to Mark McVeigh for 2027.
Hird, 53, will continue coaching Port Melbourne's VFL team. Affinda, founded in 2012, has expanded from document processing into AI products.
The company acquired AI training firm Pathfindr in a $15 million all-scrip deal last year and raised $10 million in June 2024 at a $120 million valuation.
- 1996 Brownlow Medalist
- Achievement
- 2012
- Affinda founded
- $15 million all-scrip deal
- Pathfindr acquisition
Why it mattersAn elite sports coach brings experience to an AI firm working on sports data tools.
AustraliaAn Australian sports tech company backed by major investors is now working with a high-profile AFL figure to develop AI tools for sports organisations globally, positioning the local tech sector in a competitive space.
✓ Claims checked against the source and corrected before publish. checked 2 h ago
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