The in match penalty kick may be a decisive event in a match, as well as an opportunity to progress in a knockout competition or ultimately the final standings of a competition. The aims of the current study were to conduct a video-based performance analysis of in-match penalty kicks in the English Premier League (EPL) between the 2009/10 and 2018/19 seasons to identify the relationship between selected situational (match location, match status and match period), technical (penalty taker`s footedness), and performance indicators (shot direction) and in-match penalty kick outcomes and directions. All the in-match penalty kicks (N = 952) that took place in the EPL were analysed using Nacsport video analysis software. In-match penalty kick direction, specifically vertical direction, significantly influenced in-match penalty kick outcomes (p < 0.01). Match period, score line, match location and footedness had no significant effect on in-match penalty kick outcomes or direction of the kick. The study revealed that in-match penalty kicks should be directed towards the top vertical zones of the goal area to optimise the opportunity for success of in-match penalty kicks. Importantly, the risk factor of aiming high and missing is lower than aiming low and being saved, as such; coaches and players should implement systematic penalty kick training programmes aimed at improving penalty kick placements and control into the top areas of the goal.
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