In April 2021, when Kevin De Bruyne used data to negotiate a 30% uplift in his Manchester City contract, our imaginations fired.

For decades, our founders had worked in data technology. We knew the power of data to transform tricky contract negotiations from fingers-crossed-and-best-guesses through to justifiable agreements based on objective numbers.

But how many athletes knew the same? How many athletes and agents were leaving money on the table simply by not accessing the best possible information?

Seeing an opportunity to use technology to provide a better outcome for all athletes, we set about building ProDataStack.

But our previous experience taught us one thing: disparate and large-scale data sources can soon overwhelm. Identifying the value in the numbers becomes an impossible job.

So however detailed the data, and wherever it came from, simplicity in presentation had to be key.

Our developers designed and built our custom platform, showing six key datasets sourced from four APIs and two bespoke self-service applications.

And one year after De Bruyne’s new agreement, we launched the ProDataStack pilot.

Several agents helped us with initial data for their own athletes, including Jack Grealish, Emma Raducanu, Harry Brook, and Pato O’Ward.

The reaction was incredible. It was clear we’d found a way to maximise the value for athletes and agents involved in both on-field performance and off-field sponsorship contract negotiations.