We’re coming to the end of another football transfer window and the hottest rumour still concerns Marcus Rashford, with speculation that the Manchester United forward is the subject of interest for AC Milan and Napoli among several others. There’s also speculation that Leeds United’s out of favour Patrick Bamford might go to Wrexham and Kion Etete is the target of several League One Clubs. 

In an era where every transfer decision is scrutinised, data has become an indispensable tool for clubs to assess a player’s value, performance, and potential fit—but what tools are being used on the other side of the table, by the football agents as they go up against technical directors, managers, and coaches who all have access to a plethora of systems? 

Analytics FC have made great waves recently, ensuring Kevin de Bruyne made the most of his 2021 contract extension with Manchester City, and Trent Alexander-Arnold’s agents, PLG, also signed up for their services, so we know the opportunity is there, but it’s not happening at a particularly fast pace. 

Is it the cost of these services or software? Is it “user adoption” and that agents have been operating the same way for so long, they’re not yet ready to change? 

The Lag in Using Career Data Among Athletes and Agents 

Clubs, leagues and federations have been quick to understand the value of data. They’re using it to optimise team strategies, assess player potential, and even predict injury risks. Governing bodies rely on analytics to make informed decisions about rule changes, tournament planning, and fan engagement. This momentum is reshaping how decisions are made across the sports industry. 

However, the same can’t be said for many professional athletes and their agents. Whether it’s negotiating a playing contract or securing a lucrative sponsorship deal, data can provide the leverage needed to tip the scales in their favour. Unfortunately, this untapped potential often leads to missed opportunities. 

ProDataStack  has been built to solve this. Designed with the athlete and their agents in mind; the software pulls together on-pitch and off-pitch data allowing the athlete to not only review performance week-on-week but also pinpoint how often their name is searched across web and socials, and the context in which they’re spoken about amongst fans. 

A recent article in The Athletic highlights just how transformative data can be in athlete negotiations and an insight into how ProDataStack can be used to assist this.  

Data Driven Lessons from Kevin De Bruyne 

Kevin De Bruyne, one of the world’s top footballers, demonstrated this during his contract renewal with Manchester City. Instead of relying solely on traditional negotiation tactics, De Bruyne employed a data-driven approach. By analysing his on-field performance metrics, his contributions to the team’s success, and even the team’s financial growth tied to his presence, he built an unassailable case for his value. 

The result? De Bruyne negotiated one of the most lucrative contracts in football history—without an agent. His reliance on data not only strengthened his position but also set a benchmark for how athletes can advocate for themselves in an increasingly analytical world. For agents, this is a wake-up call. The tools and insights are out there; it’s time to use them. If you would would like to see how the ProDataStack platform can support your athlete career today, click here.

The Competitive Edge Using Player Data

Imagine an athlete approaching a sponsorship deal armed with data showing not just their social media following but detailed engagement rates, audience demographics, and growth trends. Consider the impact of presenting performance metrics that highlight consistency, improvement, and marketability compared to peers. These insights don’t just paint a picture; they build a compelling narrative—one that resonates with decision-makers. 

For agents, adopting a data-first approach isn’t just about numbers; it’s about storytelling. Data transforms raw potential into measurable value, making it easier to argue for higher salaries, longer contracts, or more favourable sponsorship terms. The days of relying on reputation alone are over; today, it’s about proving worth with facts. 

Embracing the Future with ProDataStack

Athletes and their agents have a golden opportunity to catch up and even surpass the data strategies employed by clubs and federations. By integrating data into every aspect of their negotiations, they can level the playing field and unlock new possibilities. Whether it’s using performance analytics to justify a transfer fee or leveraging fan engagement data to secure a global brand partnership, the potential is enormous. 

The question isn’t whether data is valuable; it’s whether athletes and their agents will embrace it in time. Those who do will find themselves not just keeping pace but setting the standard for what’s possible in the world of professional sports. As the story of Kevin De Bruyne shows, the tools for success are already here. The only thing left is to use them. 

Data is the new soil, and for athletes and agents willing to dig deep, the rewards are limitless. 

If you’re a professional athlete or agent wishing to find out how you can take your career to the next level with ProDataStack, you can book a demo today by clicking here.