Brighton & Hove Albion have appointed Jason Ayto as their new sporting director, marking a significant step for the club as they continue to enhance their reputation in the Premier League. Ayto, who honed his scouting skills at Norwich City’s academy, arrives with a wealth of experience that aligns perfectly with Brighton’s forward-thinking approach. Read more about Sargent Shines as Norwich Target Vital Win Against Coventry.
Ayto began his career in talent identification at Norwich City, where he played a crucial role in establishing a London satellite centre. This initiative was pivotal in unearthing promising talents such as Jon Rowe and Abu Kamara. His contributions did not go unnoticed, with former academy head Gregg Broughton praising Ayto’s impact on the club's recruitment strategies during his time at Carrow Road.
Following his tenure at Norwich, Ayto advanced his career at Arsenal, where he eventually took on the role of interim sporting director after Edu's departure in November 2024. His experiences at such prestigious clubs have equipped him with the skills necessary to thrive in his new position at Brighton.
Upon his appointment, Ayto expressed his enthusiasm for the role, stating, "This is a special club, admired across the footballing world for its culture, ambition and smart thinking, all of which has underpinned some remarkable progress in recent years." He conveyed his eagerness to contribute to Brighton’s aspirations, saying, "To be joining at a time when there is such a strong desire to build on those excellent foundations, innovate further, and bring success is incredibly exciting."
During his time at Norwich, Ayto was part of the team that led the club to victory in the FA Youth Cup in 2013, highlighting the strength of their youth development programme. Broughton recalled, "In my first year there we brought in Jason to work with us on a placement. Jason was brilliant for us. He was only with us a year, and it's no surprise to see the success he's gone on to at Arsenal."
Ayto’s strategic focus on UK recruitment, particularly in London, laid the groundwork for Norwich’s future successes in player identification and development. "Going into London was something Norwich had never done before," Broughton explained. "It's only recently, despite that work starting in 2012, that the club started to see the benefits. It all began with Jason’s piece of work, in terms of the ID."
As Ayto embarks on this new chapter with Brighton, he is set to collaborate closely with head coaches Fabian Hurzeler and Dario Vidosic. His appointment brings a sense of optimism as the Seagulls aim to build on their recent successes in the Premier League.