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Opta Sports

Opta Sports is a leading global provider of sports data, statistics, and analytics, specializing in detailed performance metrics for and other major sports, serving broadcasters, professional teams, media outlets, and fans through real-time feeds, AI-powered insights, and historical archives. Founded in 1996 in by a group of enthusiasts who began by manually logging match statistics during pub viewings of games, the company initially partnered with to supply data for television broadcasts. Over its history, Opta expanded from football-focused analysis to comprehensive coverage across multiple , incorporating advanced technologies like and to enhance data accuracy and depth. In 2013, Opta was acquired by Perform Group, a sports media company, for up to £47 million, enabling broader distribution of its data to global platforms including betting services, fantasy games, and news providers. Following Perform's rebranding to DAZN Group and financial restructuring, Opta's assets were sold in 2019 to , where they were merged with Stats Inc. to form , a unified entity focused on AI and content. As part of , Opta now delivers products such as Opta Feeds for live event data, Opta Vision for player and ball tracking, and Opta Analyst for data-driven storytelling, supporting over 500 professional teams in areas like , performance analysis, and fan engagement across dozens of sports in regions worldwide. Its data is renowned for independence, consistency, and precision, powering simulations like the for match predictions and influencing decision-making in elite competitions such as the and .

History

Founding and Early Development

Opta Sports was founded in 1996 in by a group of friends, including Toby Russell and , who had previously logged match statistics informally while watching games at local pubs and through university collaborations. The company began as Sportingstatz, focusing initially on providing detailed statistical analysis for English football matches. This origin reflected a growing interest in sports data amid the professionalization of football broadcasting in the UK during the mid-1990s. From its inception, Opta's operations centered on manual by trained analysts monitoring live matches, capturing fundamental metrics such as percentages, shots on target, and completed passes to support real-time commentary and post-match reviews. In a landmark early partnership, the company secured a contract with to deliver on-air graphics and statistics for broadcasts starting in the 1996-97 season, integrating data into television coverage for the first time on a large scale. This collaboration established Opta as a pioneer in sports analytics, with analysts using specialized software to log events as they occurred, ensuring timely delivery despite the limitations of early technology. By the late 1990s, Opta had expanded its coverage beyond the to include other competitions, such as the and Scottish leagues, while implementing systematic data archiving practices that created a foundational historical database dating back to its launch. These efforts involved meticulous verification processes to build reliability, as the company navigated key challenges like maintaining accuracy in logging—where inter-operator agreement was critical to avoid errors in fast-paced events—and competing with rudimentary score-reporting services from outlets. Early milestones included the development of standardized event definitions for , which laid the groundwork for broader adoption in the sports landscape.

Acquisitions and Integration

In July 2013, Perform Group announced its acquisition of Opta Sportsdata for up to £47 million (approximately $71 million), with the deal completed shortly thereafter following a successful effort that raised £120 million through a share sale to partially fund the purchase and support future expansions. This transaction marked Opta's transition from an independent data provider to an integral component of a larger digital sports media entity, enabling enhanced distribution of its analytics through Perform's global content platforms. In April 2019, acquired Perform Group's content and division (Perform Content, which included Opta) in a transaction that facilitated its merger with STATS LLC, forming as a unified sports and company. The strategic rationale behind the deal was to consolidate complementary strengths—Perform's extensive international historical and media reach with STATS' AI-driven analytics and U.S.-focused operations—creating a comprehensive platform for advanced sports intelligence and content delivery, with the merger closing in July 2019 following regulatory approvals. Opta remained a core brand within the new structure, leveraging the combined entity's resources to bolster its position in global sports markets. Following the merger, pursued integration initiatives to unify operations and enhance Opta's offerings, including the 2020 launch of Opta Graphics, an intuitive tool that integrated Opta's detailed event data with customizable visualizations for broadcasters and platforms. In December 2020, acquired Thuuz Sports to bolster its AI-driven fan engagement capabilities. This effort emphasized Opta's brand in product development while expanding through merged technological capabilities, such as AI-enhanced processing and broader global coverage, to support scalable for teams, media, and betting partners.

Operations

Data Collection and Methodology

Opta's core for relies on a global network of trained analysts who perform event-based logging during live sports events, supplemented by automated tracking systems. These analysts, numbering in the hundreds as part of Stats Perform's approximately 3,200 employees worldwide (as of 2025), manually record detailed play-by-play actions using that overlays live video feeds. This human-led approach ensures contextual understanding of events, such as player intentions and game dynamics, which automated systems alone cannot fully capture. In processes, capture includes precise timestamps for key events like passes, tackles, , and goals, often logging 1,600 to 2,000 events per match. is achieved through a multi-analyst setup—typically involving a and dedicated analysts per —followed by post-match to maintain high accuracy. Studies on Opta's have demonstrated strong inter-operator reliability, with a value of 0.94 indicating near-perfect agreement among analysts. This rigorous process aims for comprehensive accuracy, supporting reliable distribution. Opta maintains an extensive historical archive spanning decades since its founding in , encompassing data from over 3,900 global competitions (as of 2025) and generating more than 14 billion unique event and tracking data points annually (as of 2025). This database facilitates longitudinal analysis, allowing comparisons of and across seasons and eras. Technological evolution since the has integrated optical tracking systems and sensor data to augment manual collection, providing enhanced precision for player movements, ball trajectories, and spatial metrics like XY positioning. Tools such as Opta Vision use to capture uninterrupted tracking for all players on the field, synchronizing it with event data for deeper insights. In 2024, launched OptaAI Studio, enhancing processing with for advanced and .

Sports and Global Coverage

Opta Sports provides data coverage across more than 30 sporting disciplines, encompassing a wide array of team and individual sports such as , , , , , , , , and . This extensive portfolio enables comprehensive tracking of events ranging from professional leagues to international tournaments, with data collected in real-time to support global broadcasting and analysis needs. Football remains the cornerstone of Opta's operations, with detailed coverage of over 1,000 leagues and competitions worldwide, including major domestic leagues like the English Premier League, , and , as well as international events such as the . This dominance is underscored by Opta's role as the official data provider for prominent organizations, ensuring granular event data for every match, from player actions to tactical metrics. In addition to football, Opta delivers full-season tracking for North American leagues in other disciplines, including the and for and , respectively, alongside and National Hockey League (NHL) coverage. For , Opta tracks Test matches and high-profile T20 leagues like the , while includes international competitions and domestic leagues such as the English Premiership. and coverage extends to major tournaments like the Grand Slams and events, focusing on player performance and match statistics. Since the , Opta has expanded to include women's leagues across multiple sports, such as the and , providing parity in data depth for female athletes. Opta's global reach spans over 70 countries, with a strong emphasis on through , via MLB and NHL seasons, and growing presence in emerging markets like the region, where it covers leagues in countries such as and . This international footprint supports data from approximately 3,900 competitions annually (as of 2025), collected by analysts stationed worldwide to capture events in diverse time zones and cultural contexts.

Products and Services

Core Data Products

Opta Sports' core data products form the backbone of its offerings, delivering foundational and historical sports information to broadcasters, media platforms, and digital applications. These products emphasize reliable, standardized data feeds that enable seamless integration and enhance user experiences across various sports ecosystems. By focusing on event-level details and performance metrics, Opta ensures that clients receive actionable insights without the need for advanced processing on their end. Opta Feeds provide real-time XML and APIs that supply live scores, detailed event data, and key statistics such as (xG) for integration into mobile apps, websites, and betting platforms. This service captures data from over 3,900 global competitions and more than 500,000 matches annually, generating in excess of 14 billion unique event data points each year through live collection by expert analysts in global hubs and at stadiums. For the 2024-25 season, the Opta for Betting product expanded coverage, resulting in a 30% increase in matches offering in-play player and team stats markets. The feeds support flexible customization, allowing clients to access player-specific events, team formations, and predictive elements like AI-powered win probabilities, all delivered with 24/7 updates to maintain accuracy during high-stakes events. Opta Live serves as an in-game offering dynamic updates and , including predictive metrics such as xG and live win probabilities, alongside historical comparisons for contextual during broadcasts. It consolidates fast-updating in-game statistics with play-by-play alerts and emerging trend notifications, enabling enriched storytelling for over 100 media outlets worldwide. The interface provides interactive visualizations and expert chat features, drawing on decades of archived to compare current performances against league benchmarks in like , , and . Basic analytics offerings from Opta include standardized datasets focused on performance metrics, such as pass completion rates and tackle success, as well as team-level indicators like possession percentages and shot accuracy. These datasets are primarily utilized by broadcasters to generate on-air statistics, providing concise, verifiable insights that enhance viewer engagement without requiring complex derivations. Historical archives allow for longitudinal analysis, supporting comparisons across seasons and competitions to highlight trends in and team efficacy. Opta's delivery standards rely on a scalable that ensures robust performance and reliability, with designed for high-volume global distribution and extensive documentation for easy implementation. As the exclusive official statistics partner for the since 2020, Opta customizes feeds to meet league-specific requirements, including real-time validation processes that uphold data integrity across millions of annual events. This setup supports diverse applications while adhering to industry benchmarks for and uptime.

Advanced Analytics and Tools

Opta Vision represents a of Opta's advanced analytics offerings, merging high-fidelity player tracking data with detailed event logs to deliver unprecedented depth in analysis. Utilizing technology, it captures uninterrupted XY positional data for all 22 players and the ball throughout a match, synchronizing this with event information to enable granular examination of movements, speeds, and interactions. For the 2024-25 season, coverage expanded to over 60 men's and women's competitions, a 35% increase from the previous year. This integration powers AI-enriched predictive metrics, such as Pass Prediction models that assess pass success probabilities and Line Breaking Passes that quantify progressive play, allowing teams and analysts to reconstruct tactical scenarios and optimize performance strategies. New metrics introduced in 2025 include the Playing Styles Framework and Off-Ball Runs, available for events like the . Complementing this, Opta Graphics leverages to generate dynamic visualizations that transform raw data into engaging, context-rich content for broadcasters and digital platforms. Drawing from over 40 years of Opta data, the tool produces customizable graphics—including heatmaps illustrating player positioning, shot trajectories mapping scoring opportunities, and infographics highlighting key performance indicators—tailored for broadcast overlays, posts, and in-venue displays. Since its launch in , Opta Graphics has evolved within the OptaAI Studio ecosystem, incorporating generative to automate the creation of branded visuals that enhance audience engagement and facilitate sponsorship activations through targeted data overlays. Opta's analytics platforms further advance user capabilities through machine learning-driven tools introduced as early as , focusing on predictive modeling and evaluation. Central to these is the Opta Analytics suite, which includes (xG) models trained on millions of events to evaluate shot and pass quality based on contextual factors like location, angle, and defensive pressure, with separate variants for men's and women's . These platforms support algorithms, such as those powering the Opta for tournament simulations, and player valuation metrics derived from aggregated , enabling clubs to inform and tactical decisions. Post-2020 innovations, including the OptaAI Studio's automated highlight generation via PressBox Video and AI-enhanced sponsorship tools, have expanded these capabilities by streamlining real-time storytelling and integrating overlays for commercial opportunities.

Corporate Structure

Ownership and Leadership

Opta Sports operates as a wholly owned subsidiary and prominent brand within , following the 2019 merger between Perform Group (Opta's prior parent) and STATS LLC, which formed the current entity. remains under the majority ownership of , a that facilitated the merger and has maintained control without significant divestitures or shifts as of 2025. The structure integrates Opta under Stats Perform's executive team, with Carl Mergele serving as since 2023 and overseeing all operations, including Opta's data and analytics divisions. For Opta-specific initiatives, Charles Kaplan, appointed Chief Marketing Officer in April 2025, leads global marketing efforts alongside Opta Data Insights, editorial services, and sports news teams, ensuring the brand's focus on innovative data products. The board of directors is influenced by ' strategy, emphasizing scalable growth in AI-driven sports . Governance follows Stats Perform's dual-headquarters model, with primary operations split between (focusing on technology and AI development) and (handling global content and markets), while Opta retains significant autonomy in its data branding and product identity to preserve its established reputation in . Since the 2019 merger, there have been no major ownership transitions, with prioritizing sustainable expansion amid rising investments in sports media and as of 2025, including new executive appointments like Christina Grealy as in May 2025 to support long-term stability.

Offices and Infrastructure

Opta Sports, as part of , maintains its global headquarters at The Point, 37 North Wharf Road, W2 1AF, , which serves as the central hub for European operations and data processing. In , Opta operates additional offices tailored to regional coverage and analyst training, including its European headquarters in , , at Riverstone House, 23-27 Henry Street, focused on staff development and operations. Other key locations include , at Rua das Cardadeiras nº 64, 3800-125, supporting southern European sports data collection; , , through Opta Sport Daten AG at Betastraße 9a, 85774 Unterföhring, for German market analysis; , , at Piazza della Serenissima 20/C for Italian league coverage; , , at 8 Rue de la Terrasse, 2eme étage, 75017, handling French sports events; , , at Av. del General Perón 38, Edificios Master, 28020, for operations; and , , at Mr. Treublaan 7, 1097 DP, supporting broader European media and betting services. Globally, Opta integrates with Stats Perform's U.S. facilities in , , at 200 South , 60606, to enhance North American sports coverage, alongside a total workforce of approximately 3,200 employees as of 2025, including remote analyst networks for worldwide event monitoring. Opta's relies on scalable cloud-based systems to handle vast datasets, such as 7.2 petabytes of sports data, enabling real-time processing and integration, while secure facilities support live event logging stations operated by expert analysts.

Impact and Legacy

Key Clients and Partnerships

Opta Sports maintains extensive partnerships with leading media organizations to supply broadcast statistics and real-time analytics. It has collaborated with since 1996, providing detailed match data that enhances live coverage and post-game analysis across and other competitions. Key media clients also include for in-depth statistical breakdowns in football and American sports broadcasts, for global streaming integrations, and the , where Opta powers AI-driven insights for enhanced viewer engagement, as recognized in the 2025 Broadcast Technology of the Year Award. As a leading data provider for the and , Opta delivers comprehensive event data to support official league statistics and broadcasting needs. In the realm of teams and leagues, Opta data supports performance analysis and scouting for numerous professional organizations. NFL teams leverage Opta's play-by-play metrics for strategic insights, while NBA franchises utilize advanced player tracking and efficiency ratings to inform roster decisions. clubs, including Manchester United, integrate Opta into scouting processes to evaluate potential transfers and tactical setups. Opta also holds deals with to furnish detailed data, covering everything from player events to match outcomes for official reporting and fan engagement. Opta serves as a critical supplier to the betting and technology sectors, enabling dynamic features through its high-fidelity data feeds. It provides real-time odds and event information to platforms like and , facilitating accurate in-play betting markets across multiple sports. Integrations with enhance search-based sports results with live stats. Among its notable agreements, Opta was named the exclusive official statistics partner of the in 2020, ensuring continued delivery of through the current broadcast cycle. In 2025, Opta announced collaborations with major broadcasters to bolster 2026 World Cup coverage, incorporating AI-enriched visuals and predictive tools to amplify global audience interaction. Opta also powered data-driven storytelling and betting innovations for the .

Innovations and Industry Recognition

Opta Sports has been instrumental in advancing sports analytics through pioneering metrics like expected goals (xG), which it helped develop and popularize in the 2010s for football analysis. By calculating the probability of a shot resulting in a goal based on factors such as distance, angle, and defensive pressure, xG provides a more nuanced evaluation of attacking performance beyond mere goal tallies, influencing tactical decisions and performance assessments across leagues. Following the 2019 merger of Stats and Perform to form Stats Perform, Opta integrated AI-driven player tracking technologies, such as Opta Vision, which fuses optical tracking data with event streams to generate detailed insights into player movements and interactions. This innovation enables real-time analysis of spatial dynamics, enhancing coaching and strategic planning in football and other sports. Additionally, Opta's extensive historical data archives, spanning decades back to the early 1900s, facilitate long-term trend analysis by aggregating billions of data points for predictive modeling and performance benchmarking. Opta's innovations have significantly shaped industry practices, particularly in popularizing data visualization for broadcasts. Through tools like Opta Graphics, which leverage and over 40 years of data to create dynamic, visuals, Opta has enabled broadcasters to deliver engaging narratives that viewer and sponsorship . Furthermore, Opta's precise event and tracking data contribute to governance technologies promoting fair play, such as (VAR) systems in elite competitions. In recognition of these advancements, Opta has received multiple industry accolades, including the Best Sports Data Product award at the SBC Awards for the second consecutive year in 2023, highlighting its leadership in data quality and innovation. The 2025 Opta Forum in further underscored these efforts, featuring sessions on AI-powered metrics and data-driven storytelling to advance fan engagement and performance analysis. Opta's influence extends to , where platforms like Opta Pro Hub empower clubs to identify talent through data-led recruitment, transforming traditional practices into evidence-based strategies across .

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