Set-Piece Arms Race in the Premier League Just Beginning

Exploring the Growing Influence of Set-Piece Coaches in the Premier League

At first glance, many casual fans may perceive Brentford as an inconsequential team in the realm of English football, especially considering their lack of historical success and the fact that the 2021-22 season marked their return to the top flight for the first time since 1946-47. However, a deeper look reveals a club that has undergone a remarkable transformation and modernization process that has set them apart from others in the league.

Since taking full ownership of the club in 2012, Matthew Benham, a former banker and betting industry executive, has driven Brentford towards innovation. His strategy is heavily based on data analytics, which has revolutionized the club’s operations and performance. This focus on data analytics allowed Brentford to break a 21-year absence from the Championship in 2014 and ultimately secure their place in the Premier League, where they now consistently showcase their capabilities as a competitive top-flight team.

One pivotal component of Benham’s strategy involved a concentrated effort on excelling in set-pieces. While this may seem like a standard approach in today’s game, a decade ago, it was a significant concern that contributed to manager Mark Warburton’s departure at the end of the 2014-15 season. Benham’s commitment to modern coaching methods has made set-pieces a critical focal point for Brentford, ensuring that they maximize scoring opportunities from these situations.

Defender Harlee Dean highlighted the team’s previous shortcomings by stating, “Last year, we didn’t have one session on set-pieces, and it showed on the pitch.” This acknowledgment was crucial in understanding the team’s struggles, particularly in executing set-piece strategies effectively. Dean’s comments underline the importance of structured training in set-pieces, which has become a hallmark of Brentford’s current methodology.

In the wake of these changes, set-piece specialist Gianni Vio joined Brentford in the 2015-16 season, marking a turning point for the club. Previously, the team had only converted 1.7% of their corners into goals in 2014-15, but under Vio’s guidance, this statistic improved dramatically to 4.1% the following season. Although this might seem like a modest increase, it represents an impressive year-on-year boost of 80%, showcasing the immediate impact of specialized coaching on set-pieces.

Although Vio’s tenure at Brentford was brief, his influence led the club to become a nurturing ground for talented coaches and analysts specializing in set-piece strategies. Vio’s expertise took him to Italy’s Euro 2020-winning coaching staff, while others like Andreas Georgson and Bernardo Cueva have continued to make waves in the coaching world, with Georgson securing positions at clubs like Arsenal and Manchester United, and Cueva reportedly costing Chelsea nearly £1 million last year.

Among these rising stars, Nicolas Jover has emerged as a leading figure in the set-piece coaching phenomenon. He initially joined Brentford in 2016 before moving to Pep Guardiola’s staff at Manchester City in 2019, thanks to a recommendation from Mikel Arteta, Guardiola’s then-assistant. Jover’s arrival at City coincided with a noticeable uptick in the team’s proficiency at attacking set-pieces, laying the groundwork for a strategy that would yield results even after his departure.

According to Marc Ortí Esteban, Brentford’s set-piece analyst until recently, the work done by previous coaches established a strong foundation. “It wasn’t that whenever a new set-piece coach came in they scrapped everything and started from new, so there’s definitely a legacy,” he noted. This continuity in coaching approaches has allowed teams to build upon their set-piece strategies, emphasizing the importance of specialized training at all levels.

Jover’s influence at Manchester City is still palpable, as evidenced by their impressive goal tally from set-pieces since his arrival. With 76 Premier League goals from corners and indirect free-kicks, City ranks second only to Liverpool, which further demonstrates how top clubs are taking set-pieces seriously. This shift signifies a departure from the notion that set-pieces are solely the domain of underdog teams, highlighting a greater emphasis on maximizing scoring opportunities across the league.

Over the span from August 2014 to June 2019, the five years leading up to Jover’s transition to City, just 2.8% of City’s corners resulted in goals, with only 12.6% of their overall goals coming from set-pieces. However, since August 2019, those numbers have increased to 3.7% for corners and 14.6% for overall goals, showcasing the effectiveness of the specialized coaching that has become increasingly prevalent in the Premier League.

Now, with Jover at Arsenal, the impact of a specialist coach is more pronounced than ever. Arsenal has gained a reputation for their remarkable effectiveness at set-pieces, especially when it comes to corners. Under Jover’s guidance, the team has mastered the art of creating chaos in the box, combining various strategic elements to maximize their scoring potential.

As noted by Stuart Reid, a freelance set-piece analyst, “A lot of people feel Arsenal have completed set-pieces, so they want to do the same.” However, the effectiveness of set-piece strategies is contingent on the players involved, and each team must adapt its approach to fit its unique roster. This nuance is essential for understanding how different teams can leverage their strengths in set-piece situations.

Despite the collaborative success of Arsenal’s set-piece strategies, Gabriel has emerged as a standout player, becoming a significant threat during corners. His exceptional aerial abilities and physical presence make him a challenging matchup for defenders, regardless of the circumstances surrounding the delivery. Gabriel’s knack for finding space and positioning himself effectively has made him a key asset in Arsenal’s set-piece arsenal.

Since joining Arsenal from Lille in 2020, Gabriel has tallied 17 Premier League goals, significantly outperforming any other defender in the league. Additionally, his 12 headed goals are the highest among defenders, surpassed only by a select few strikers. This remarkable performance underscores how specializing in set-pieces can yield tangible results for teams and players alike.

Arsenal’s strategy has also evolved to focus on maximizing Gabriel’s contributions. Last season, he was the first contact on 17.8% of their successful attacking corners, indicating a 10 percentage point increase for the 2024-25 season, which stands at 27.6%. Furthermore, his 13 shots as the first contact are already nearing his total from the previous season, showcasing the team’s commitment to using direct deliveries rather than relying on short corners.

However, attributing all the success solely to Gabriel would overlook the importance of other factors, particularly the quality of the corner takers. An anonymous Premier League set-piece coach emphasized that the delivery is crucial to the entire strategy. Arsenal is fortunate to have takers with the technical skill to consistently execute accurate crosses, allowing them to exploit their tactical advantages effectively.

Esteban, now a set-piece coach at MLS side New England Revolution, elaborates, “There’s something in the consistency of doing very similar things all the time.” This consistency allows players to perform their roles instinctively, enhancing their effectiveness during set-piece situations. Such familiarity is essential for optimizing performance in high-pressure moments.

Beyond the technical aspects, there are numerous intangible factors at play in set-piece execution. As Reid points out, it is essential to find innovative solutions to maximize scoring opportunities during set-pieces. This includes employing strategies like using blockers to disrupt defenders and utilizing unconventional movement patterns. For instance, Arteta’s players often initiate their runs from behind the back post, allowing them to make lateral movements toward the goal, which can create confusion for defenders.

Arsenal’s focus on crowding the six-yard box during corners has also played a vital role in their success. Averaging 3.9 players in the six-yard box for corners this term is the highest in the Premier League, indicating a more aggressive approach to set-piece attacking. Their consistent presence in this area has been a key factor in converting chances into goals, showcasing the evolution of set-piece strategies in the modern game.

As we examine the broader context of set-piece coaching, it raises the question of whether the increasing attention is merely a trend or indicative of a fundamental shift in coaching philosophy. The answer may lie in the numbers.

Over the past decade, an average of 13.5% of all goals in the English top-flight has come from corners, compared to an average of 12% in the previous decade. This trend highlights the growing significance of set-pieces in the overall scoring landscape of the league, a development that cannot be ignored by teams aiming for success.

Moreover, the total goals scored from corners have steadily increased over the last 16 years. The record for goals scored from corners during the first 14 38-game seasons was 126, while the past five seasons have seen an average of 146.8 goals per season, culminating in a record-setting 171 goals last term. This trajectory indicates that the emphasis on set-piece coaching is yielding tangible results across the league.

While the overall trend reflects a league-wide increase in goal-scoring, the proportion of corners yielding goals has also improved. According to Opta’s data, 2.7% of corners led to goals during the first seven seasons, increasing to 3.3% in the subsequent seven, and reaching 3.7% in the most recent seasons leading to 2024-25. Although the current season is slightly trailing behind, it still suggests a golden period for set-piece coaching and execution.

Despite the apparent benefits of set-piece coaching, there are voices in the community suggesting that the media coverage may embellish the actual impact of these coaches. Esteban acknowledges this perspective but emphasizes the crucial role coaches like Jover play in maximizing team strengths, especially in clubs with limited budgets. Their contributions are pivotal in leveling the playing field in competitive environments.

Furthermore, the declining effectiveness of indirect free-kicks, which accounted for only 4.6% of goals in the 2023-24 season, presents a complex challenge for coaches. This drop highlights the need for ongoing innovation and adaptation in set-piece strategies. The evolution of set-piece coaching, described as a “cat and mouse” dynamic, suggests that while improvements are being made, there is still significant room for growth as teams continue to adapt and evolve.

Ultimately, the development of set-piece coaching is an ongoing journey. As teams refine their approaches and adapt to new strategies, it is likely that the roles of set-piece coaches will not fade away but will instead lead to even more innovations in how teams approach scoring opportunities in the future.