Technological advances in the measurement of players’ activities have revealed new ways for performance analysis in sports. From wearable devices to optical tracking systems, positional data, events data, and biological parameters are becoming more accessible and thus collected in bigger amounts, which opens opportunities for the use of artificial intelligence (AI) techniques in sports, such as machine learning (ML). This chapter aims to discuss AI and ML applications to football, especially from a performance analysis perspective. We also present how ecological dynamics theoretical approach can be used as guidance when studying performance. We finalize by presenting a case study where a new spatial-temporal indicator called density zone is described.