{"id":1305,"date":"2025-05-23T14:01:52","date_gmt":"2025-05-23T13:01:52","guid":{"rendered":"https:\/\/sidelinesmag.co.uk\/?p=1305"},"modified":"2025-05-30T16:45:00","modified_gmt":"2025-05-30T15:45:00","slug":"football-meets-moneyball","status":"publish","type":"post","link":"https:\/\/jusmedia.co.uk\/sidelines\/2025\/05\/23\/football-meets-moneyball\/","title":{"rendered":"Football meets Moneyball"},"content":{"rendered":"\n

In 2020, Kevin De Bruyne became the first player to turn to data and analytics to negotiate his contract renewal with Manchester City. Sidelines meets the consultancy behind the move that introduced data-driven decisions to some of football\u2019s biggest contracts. <\/strong><\/em><\/p>\n\n\n\n


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The role of data and analytics in football has grown exponentially in recent years, with the industry\u2019s decision-makers increasingly turning to numbers to advise their choices. <\/p>\n\n\n\n

If \u2018Moneyball\u2019 has taught us anything, it\u2019s that data can redefine sports, and Analytics FC is a leading force in this. They work with elite players and clubs in over 25 countries.<\/p>\n\n\n\n

CEO Alex Stewart says, \u201cThe simplest way to describe what we do as a company is we use data and analytics to help people in football make better decisions.\u201d <\/p>\n\n\n\n

Analytics FC is a data-driven sports consultancy that supports clubs, players and coaches through analytics to optimise decision-making in transfers, contract negotiations, scouting and strategy. They also do courses with the Professional Footballers Association (PFA).<\/em><\/p>\n<\/div>\n\n\n\n

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Photo credits to the International Press Telecommunications Council (IPTC).<\/p>\n<\/div>\n<\/div>\n\n\n\n

.<\/p>\n\n\n\n

\u201cAnalytics takes data and draws predictive inferences from it,\u201d Stewart says. \u201cIt can be really important in stripping away biases. For example, scouting by eye, scouts will often overemphasise the ability of blonde players because it\u2019s easier to see them on a football pitch.\u201d <\/p>\n\n\n\n

Their first flagship service, \u2018TransferLab\u2019, revolutionised the way clubs scouted players, offering such \u2018predictive inferences\u2019 through evaluating players based on how much value they added to making their team more or less likely to score a goal. <\/p>\n\n\n\n

This tool is just one example of how Analytics FC has reshaped the industry. <\/p>\n\n\n\n

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A data-led description of Alexander Isak’s playstyle by Analytics FC, Photo courtesy of Alex Stewart <\/em><\/mark><\/p>\n<\/div>\n\n\n\n

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Analytics FC also prides itself on assisting players in contract negotiations, something they unveiled to the footballing world for the first time in 2020.<\/p>\n\n\n\n

Kevin De Bruyne’s imminent departure from Manchester City has dominated recent headlines but back in 2020, his name was put in the limelight for a very different reason.<\/p>\n\n\n\n

While the word \u2018data\u2019 might spark fear in some, De Bruyne and his team opted for the analytical approach to his contract renewal.<\/p>\n\n\n\n

\u201cHis lawyers came to us and said, we\u2019re in a position where we want to do this negotiation, but we need expertise around the player assessment and we want your impartial view.\u201d<\/p>\n\n\n\n

It was a landmark moment, not only for De Bruyne and Analytics FC, but also the football community, as it saw one of its top players turn to data and analytics to secure his future. <\/p>\n<\/div>\n<\/div>\n\n\n\n

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\u201cHe wanted to stay at [Manchester] City, but he wanted to ensure that under those circumstances, his value to the club and the likelihood of winning the Champions League aligned with what he wanted.\u201d<\/p>\n\n\n\n

In the end, the consultancy provided a report that helped demonstrate De Bruyne’s value to the side, leading to his new five-year, \u00a3104 million deal. <\/p>\n\n\n\n

Their \u2018Signature\u2019 service analyses a player’s performance and assesses the factors which have predictive value. <\/p>\n\n\n\n

And whilst they don\u2019t actively sit in on contract negotiations, they often provide reports up to 50 pages long which demonstrate a players worth. <\/p>\n\n\n\n

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\"Alex<\/figure>\n\n\n\n

Photo courtesy of Alex Stewart <\/mark><\/p>\n<\/div>\n\n\n\n

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Stewart says, \u201cData can help put a definitive value on why a player going into a negotiation and asking for \u00a32,000,000 a year is not actually that outrageous. <\/p>\n\n\n\n

\u201cWe can bring the big guns of analytics into meetings and say \u2018we know our player is responsible for (x) proportion of how well the team is doing. And so we feel their wages should reflect the importance of that contribution.\u201d<\/p>\n\n\n\n

Beyond major contracts, \u2018Signature\u2019 has also helped players with major, title-achieving, career moves. <\/p>\n\n\n\n

\u201cWe worked with a player who moved to a club in Italy, where we were able to say, don\u2019t consider those clubs because there\u2019s a clash with how you and they play. Whereas if you go to this club, we think it will be more successful. <\/p>\n\n\n\n

\u201cHe went on to win Serie A with the team.\u201d<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Stewart particularly enjoys working on negotiations in women\u2019s football, an area where Analytics FC is helping tackle the significant pay disparity. Recently they worked with Alex Greenwood to secure her deal at Manchester City. <\/p>\n\n\n\n

[et_pb_section fb_built=”1″ _builder_version=”4.24.2″ _module_preset=”default” background_color=”#09300B” custom_margin=”|-60px||-3px||” custom_padding=”3px||5px|5px||” global_colors_info=”{}”][et_pb_row column_structure=”1_5,1_5,3_5″ _builder_version=”4.24.2″ _module_preset=”default” custom_margin=”-21px|auto||auto||” custom_padding=”38px|||||” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.24.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/sidelinesmag.co.uk\/wp-content\/uploads\/sites\/37\/2025\/04\/4×5-Insta-Crops_0028_Summer24-Industrial-Savanna-10.jpg” title_text=”4×5 Insta Crops_0028_Summer24 Industrial Savanna 10″ _builder_version=”4.24.2″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” alt=”Woman wearing sports bra, holding a football” sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.24.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Read More: ” _builder_version=”4.24.2″ _module_preset=”default” custom_margin=”||-4px|||” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” custom_margin=”-3px|-281px||||” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]

By women, for women<\/a><\/h2>[\/et_pb_text][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.24.2″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/div>\n\n\n\n

\u201cIt can make a huge impact for players, particularly in the women\u2019s game because of how badly paid they can be,\u201d he says. \u201cWe can present information to a club and really force them to take accountability.<\/p>\n\n\n\n

\u201cThey have to take a more serious approach to how they\u2019re dealing with these players once we bring our work to them. You can really change a player\u2019s life with a fairer evaluation of what they bring to a team.\u201d<\/p>\n\n\n\n

The consultancy also offers a service called \u2018Coach ID\u2019, tailored to help clubs find an appropriate head coach for their team. <\/p>\n\n\n\n

\u201cWe worked with the South African club, Orlando Pirates, and used data to find them a Spanish coach who was working in Finland at the time.<\/p>\n\n\n\n

\u201cIt was a proper hail Mary. We knew the numbers said he was a good fit, and the club took a leap of faith on a guy who’d not really won anything before. He’s now won them five domestic cups.\u201d<\/p>\n\n\n\n

From contract negotiations with De Bruyne to scouting managers in Finland, Analytics FC<\/a> is changing the footballing landscape, but will others follow suit?<\/p>\n\n\n\n

[et_pb_section fb_built=”1″ _builder_version=”4.24.2″ _module_preset=”default” custom_margin=”|-95px||-95px||” custom_padding=”7px||2px|||” global_colors_info=”{}”][et_pb_row _builder_version=”4.24.2″ _module_preset=”default” custom_padding=”||1px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.24.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_divider color=”#000000″ divider_weight=”3px” _builder_version=”4.24.2″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_divider][et_pb_heading title=”Sidelines Recommends” _builder_version=”4.24.2″ _module_preset=”default” title_font=”Smooch Sans|600||on|||||” title_text_color=”#09300B” custom_margin=”-38px||0px|||” global_colors_info=”{}”][\/et_pb_heading][et_pb_divider color=”#000000″ divider_weight=”3px” _builder_version=”4.24.2″ _module_preset=”default” custom_padding=”||4px|||” global_colors_info=”{}”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”on|on|off” _builder_version=”4.24.2″ _module_preset=”default” custom_margin=”-24px|-95px||-95px||” custom_padding=”1px|||||” global_colors_info=”{}”][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.24.2″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][et_pb_column type=”1_3″ _builder_version=”4.24.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_blog posts_number=”1″ include_categories=”27″ offset_number=”8″ _builder_version=”4.24.2″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blog][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.24.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_blog posts_number=”1″ include_categories=”27″ offset_number=”7″ _builder_version=”4.24.2″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blog][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.24.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_blog posts_number=”1″ include_categories=”28″ _builder_version=”4.24.2″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blog][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/div>\n","protected":false},"excerpt":{"rendered":"

In 2020, Kevin De Bruyne became the first player to turn to data and analytics to negotiate his contract renewal with Manchester City. Sidelines meets the consultancy behind the move that introduced data-driven decisions to some of football\u2019s biggest contracts.  The role of data and analytics in football has grown exponentially in recent years, with […]<\/p>\n","protected":false},"author":198,"featured_media":1310,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[28,37],"tags":[77,76,39,48],"class_list":["post-1305","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovation","category-technology","tag-data","tag-de-bruyne","tag-football","tag-innovation"],"yoast_head":"\nFootball meets Moneyball - Sidelines<\/title>\n<meta name=\"description\" content=\"Analytics FC reveals how data is revolutionising football recruitment and contract talks - including for stars like Kevin de Bruyne.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jusmedia.co.uk\/sidelines\/2025\/05\/23\/football-meets-moneyball\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Football meets Moneyball - 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