When Aston Villa scored more goals from set-pieces than any other team in Europe's top five leagues during the 2023-24 season, much of the credit went to Austin MacPhee, the club's highly regarded set-piece coach. Now Chelsea are in talks to sign him, sparking a bidding war with other Premier League clubs and Saudi Pro League teams. But what exactly does a set-piece coach do, and why have they become so sought-after in modern football?
A set-piece coach is a specialist who designs and drills attacking and defensive routines for free kicks, corners, and throw-ins. MacPhee, 46, combined his role at Aston Villa with a similar position for the Portugal national team under Roberto Martinez. His work helped Villa rank among the top five for set-piece goals in Europe's top five leagues the season after their record-breaking 2023-24 campaign, and finish joint-top with Arsenal in the Premier League last season.
“Why Premier League clubs are hiring set-piece specialists like Austin MacPhee – and what they actually do.”
Set-piece coaching has exploded in prominence over the past decade, driven by data analytics showing that roughly one-third of all goals come from dead-ball situations. Clubs now see marginal gains from dedicated specialists as a competitive edge. Villa used MacPhee's expertise as they won the Europa Conference League and qualified for the Champions League under Unai Emery. Chelsea, under new manager Xabi Alonso, are restructuring their backroom staff: previous set-piece coach Bernardo Cueva, who joined from Brentford for £750,000 in 2024, is moving into a behind-the-scenes role, creating space for a new touchline specialist like MacPhee.
For UK readers, the rise of set-piece coaches is part of a wider trend in the Premier League where clubs invest heavily in niche roles to gain fractional advantages. Villa would be due compensation for MacPhee as his contract has a specified release clause, highlighting the growing financial value placed on these specialists. Meanwhile, Chelsea's pursuit shows how top clubs are willing to spend – and compete – for the best tactical minds even in non-managerial positions.
Q: What exactly does a set-piece coach do? A set-piece coach designs and practises routines for free kicks, corners and throw-ins, both in attack and defence. They analyse opponents' weaknesses and create plans to exploit them, often using video analysis and data.
Q: How do set-piece coaches get hired? They are typically appointed by the head coach or sporting director. Compensation may be required if the coach is under contract with another club, as in MacPhee's case where his contract has a release clause.
Q: Why are set-piece coaches suddenly in demand? Data shows that set-pieces account for a large proportion of goals, so clubs see them as a key area for improvement. Specialist coaches can provide a competitive edge in tightly matched leagues like the Premier League.
What happens next: Chelsea are in talks with Villa over MacPhee, facing competition from other Premier League clubs and Saudi Pro League sides. Compulsory compensation will be triggered if his release clause is met. Meanwhile, Villa may lose several staff members this summer as they balance financial fair play and player sales, having already seen Morgan Rogers move to Chelsea for £117m.