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second factor is the stat obsessed era led by messi and ronaldo.
doubt that.
i think the drive for stats has been led by american sport influence (and the advance of technology).
american sport is notoriously stats focused. both to obtain insights for competitive advantage AND to build marketing narratives (to sell)
"Moneyball has also influenced and been influenced by other professional sports teams including European club association football (soccer). Beane has regarded Arsenal's former manager Arsène Wenger as a personal idol. Beane has held discussions with Wenger, former Manchester United F.C. manager Alex Ferguson, and Liverpool F.C. owner John W. Henry.[7] His friendship with ex-Arsenal scout Damien Comolli and Arsenal owner Stan Kroenke allowed him to delve deep into the world of English football.[8] According to El País, Liverpool F.C. co-owner John W. Henry did not trust public opinion so he looked for a mathematical method similar to the one used for the Boston Red Sox (in guiding them to three World Series wins) which he also owns via Fenway Sports Group.[9] The mathematical model turned out to be that of Cambridge physicist Ian Graham, which was used to select the manager (Jürgen Klopp) and players essential for Liverpool to win the 2018–19 UEFA Champions League.[10][11]"
Moneyball - Wikipedia
en.wikipedia.org