Client needs

Our clients include bookmakers, data providers and digital media suppliers. We identify high-value opportunities and carefully tailor our services to clients' existing businesses and strategies.

Advanced data analytics

We apply world-class statistical and probabilistic models to obtain actionable insights. Our customers derive benefits from these through enhanced risk management and greater customer engagement.

Client satisfaction

We help our clients achieve substantial and sustainable increases in profitability. Consulting services can be provided either as standalone projects or as part of longer term strategic alliances.

Sporting Advantage offers statistical research and technology consulting services

Statistical Modelling

Preplay and inplay predictive modelling of sports is our main focus. Our CEO has a Doctorate in Statistics from the University of Oxford and we can therefore take on highly theoretical work. Our CEO was fortunate to be mentored in the field of sports statistics by Dr. Stuart Coles, co-author of the Dixon and Coles (1997) paper on forecasting football scores. Dixon and Coles' ground-breaking work launched the football modelling industry.


We have done extensive work on Unix platforms, developing real-time trading applications and linking data feeds to trading platforms. We have optimised clients' trading applications and pricing libraries, often improving speeds by orders of magnitude by identifying and eliminating performance bottlenecks.

Using state of the art computer science and machine learning to model sport

We use state of the art computer science and statistical methods to model sport. We come to work each day for the thrill of discovering and quantifying the dynamics of sporting performance. We do what we do because we love learning, we love being the first in the world to make new discoveries, and using those discoveries to implement simple, elegant, reliable software.

Success to the outside world is being recognised as one of the only companies in the world to be able to tackle the most challenging problems in sports analytics. Success in the eyes of our clients is a substantial and sustainable increase in their profits. Success inside the organisation is achieving these two goals but also growing a skilled, motivated, engaged and productive team who all share our passion for discovering new insights into sport.

To achieve all our goals we must hire the best employees and provide them with an excellent work environment. We’re always looking for team members who can bring new perspectives and life experiences. If you’re looking for a place that values your curiosity, passion, and desire to learn, if you’re seeking colleagues who are big thinkers eager to take on fresh challenges as a team, then you should consider applying to join us.

Will Andy Murray win Wimbledon?

A presentation about predicting tennis results given to the London PyData user group in July 2015.

Find out more

We are hiring

If you’d like to work in a high tech environment that is challenging but highly rewarding, we’d like to meet you.

Contact us

Want more information? Send us a message and we will get back to you.

Sporting Advantage Limited
First floor
30 Stamford Street