# AFL Legend James Hird Joins AI Firm Affinda Former Essendon coach pivots to lead sports division at Melbourne-based AI company. - **Source:** [Sydney Morning Herald - Technology](https://www.smh.com.au/rss/technology.xml) - **Published:** 2026-10-28 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/f572b4aa-a645-47d9-ad33-1e05c889c0a8 ## Strategic Career Pivot James Hird has transitioned into the technology sector, joining Melbourne-based AI firm Affinda as the global head of its new sports division. This appointment follows his unsuccessful bid for the senior coaching position at Essendon. Hird will maintain his existing coaching responsibilities at Port Melbourne while focusing on this full-time role. ## Affinda Business Context Founded in 2012 by brothers Tim and Ben Toner, Affinda specializes in document extraction and contract comparison software. The company currently serves customers across 85 countries. Following a 25 million dollar funding round in February, the firm reached a valuation of 220 million dollars, supported by investor and former Essendon chairman Paul Little. ## The Origin of Collaboration The partnership emerged after Hird discussed AI applications in sports with Paul Little approximately one year ago. Little facilitated an introduction to CEO Tim Toner. Hird expressed a desire to innovate within the sports industry, leading to the creation of a dedicated division that targets untapped potential in data-driven athletic performance management. ## Addressing Data Security Concerns Addressing potential skepticism regarding his past involvement in the Essendon supplements saga, Hird emphasized data security protocols. He stated that Affinda provides tools that operate within the clubs' own servers. This architecture ensures that sensitive performance data remains under the direct control and security infrastructure of the respective sporting organizations at all times. ## Market Demand for AI CEO Tim Toner noted that sporting organizations have been approaching Affinda for approximately 18 months. While the company initially focused on corporate clients, interest from prominent clubs shifted their strategy. Toner highlighted that there is significant sensitivity regarding disclosure in the sports world, which has slowed the public announcement of their existing partnerships. ## Operationalizing Sports Data Hird aims to synthesize fragmented data points, including GPS metrics, gym results, and daily wellness statistics. He noted that coaching meetings often involve complex decisions regarding player training loads. By utilizing AI to aggregate these diverse inputs, the technology seeks to reduce the chaotic environment of the coaches' box during game days. ## Competitive Advantage Strategy Toner believes that early adoption of AI tools will provide a significant competitive edge for sporting clubs. He predicts that teams failing to integrate these technologies within the next 12 months will struggle to catch up. The goal is to move beyond basic statistics toward predictive insights that enhance real-time decision-making capabilities. ## Future Industry Impact The integration of Affinda’s software is positioned as complementary to existing providers like Champion Data. By expanding use cases from five to fifty, Hird and Toner intend to transform how clubs manage information. This shift represents a broader trend of professional sports organizations increasingly relying on advanced data analytics to maintain performance. ## Sources covering this story - https://www.smh.com.au/technology/james-hird-joins-ai-firm-after-missing-out-on-essendon-coaching-job-20261029-p6194r.html?ref=rss&utm_medium=rss&utm_source=rss_technology — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._