The average Premier League game has roughly 10.8 corners, each one a pivotal chance to take control of a game. With roughly a third of all goals coming from set pieces, I wanted to find out how teams make the most of these opportunities. To do this I sat down with Stuart Reid, a freelance set piece analyst.
Now, a title such as freelance set piece analyst is certainly one that caught my eye. To begin I wanted to learn about how Reid found himself in this position, and what followed was a highly interesting story.
Originally a football fan fixing computers for a living, Stuart wanted to find a way that he could turn his passion for the beautiful game into a career. Starting off as a blogger, it was not until reading an article from StatsBomb that Reid made the pivot that would take him to his current role.
In essence, set pieces were, and still are, a key ingredient for the success of a team. The reality though is that football had yet to wholeheartedly make this revelation. Spotting an opportunity, Reid started to focus on set pieces, catching the eye of Leyton Orient and later Millwall. Now a freelancer, I was eager to hear about how the job works in practice.
The answer to that lies in what Reid described as ‘coach and manager buy in’, essentially how an analyst can persuade a coach to implement a specific plan or routine. The example I was given was a hypothetical game against Arsenal, where an analyst and coach differed on aiming for the far or near post. As ‘a game of opinions’, it can be easy to come to something of a stalemate.
Reid’s answer for this is two-fold. First, his research project. A mammoth task which has involved breaking down nearly 11,000 corner goals, Reid has looked to demonstrate trends in the data when looking at different defensive setups. If a recommendation can be backed with a clear bank of evidence the matter shifts from opinion-based to data-based.
On top of this, you can rely on your track record. As a freelance analyst Reid currently works across three clubs, if you have proven that you can produce results it is much easier to persuade.
Of course, the dynamic has changed over time. The reality now is that more teams than ever are embracing set piece coaches and teams. The example of this importance was highlighted when we discussed the fact that top sides like Manchester City and Arsenal still look to maximise their set piece outcomes.
As teams which rely on highly intricate patterns when in possession, time in training is a commodity. The importance of high quality set piece preparation is such that both teams still give it proper consideration.
The results have been clear, Arsenal and City scored 15 and 14 set piece goals respectively in the 2022/23 season, bettered only by three teams. Indeed, I was keen to hear who an expert saw as the major players in the Premier League.
Arsenal were named, as were North London rivals Tottenham Hotspur (16 goals). Spurs sparked an interesting change in conversation as Reid pondered if they would be as successful going forward without Gianni Vio. Part of Antonio Conte’s team, Vio is regarded as one of the finest set piece coaches in the game. What this could potentially highlight is the importance that even one coach can have on set piece returns.
Where I was presented with an interesting contrast was with Brentford and West Ham. Highlighting Brentford as the set piece kings, Reid praised them for their intelligence. Set pieces are calculated and clever, looking to spring surprises on defences.
On the other side, West Ham keep it simple. With plenty of big players and the delivery of James Ward-Prowse, West Ham spread their runs for corners and look to do the basics very well. It is fascinating to see two very different approaches find success, showcasing the potential for invention in the field of set pieces.
In terms of how this coaching works, Reid explained that it is often corner-focused and attacking-based. When it comes to corners you only have to consider two fixed positions, deep free kicks are a bit more of a minefield where a matter of yards can make a major difference to setup.
Similarly, teams are reluctant to change how they defend from game to game. Much of the focus goes on attacking patterns due to the ease with which they can be adjusted game to game.
As with anything in football, a team is constrained by the skillsets and attributes within their squad. Any set piece tactics have to be transferrable to the pitch, and they have to be somewhat realistic. At the end of the day it is a game of maximising strengths and minimising weaknesses.
After plenty of discussion about the current state of play I was keen to hear about the future, how set piece analysis might evolve. A few different things were mentioned. For one, some analysts have started looking at other sports for inspiration. Although not something Reid personally does, the influence of basketball is growing, namely the concept of screening.
The next time you watch a game keep an eye out for players focused solely on blocking runs. This is something Arsenal have done heavily (see Rice’s goal v United and Nketiah winning a penalty against Crystal Palace).
Within football though analysts will play a bigger a part, most likely is that other dead ball situations start to get more attention. Goal kicks, throw ins, and even kick off present an opportunity to spring a trap, teams will keep looking for new ways to make gains.
Throughout our conversation it was clear how knowledgeable and passionate that Reid was, so I had to finish by asking what his personal highlight so far was. The answer given right away was working with Casa Pia to gain promotion to the top flight of Portuguese football in the 2021/22 season.
Reid had been working with them for two years prior and the result was that Casa Pia had one of the best offensive set piece records in the league. To see your work play such an important role in a club getting promoted is a highly fulfilling moment, as is the joy that Reid describes when a team score using one of his routines. He might not be on the pitch, but you better believe he’s celebrating like he put the ball in the back of the net.
