Opta HQ in London

How Opta altered the Premier League, and soccer, forever


The first in a two-part series on Opta, a company that collects, packages, analyzes and distributes live data for the Premier League.

Hanging in the sky high above Central London in the afternoon sun, Opta’s headquarters offer a glorious panoramic view over England’s capital city.

It’s fitting that the company working to transform England’s national sport is overlooking the sprawling heart of the UK around the clock, above the bustling chaos below to crunch the numbers that are making people view the world’s game in a completely different manner.

This season, for the first-time ever, Opta are the Premier League’s official data provider. Over time, the English company has helped transform the way in which people analyze, objectify and discuss the beautiful game and other sports. But their work in soccer is only just beginning. According to some of their top analysts, they’ve merely scratched the surface.

As we delve into the world of soccer stats, and how they are remodeling the game many thought couldn’t be ‘Americanized,’ you’ll realize Opta is leading the charge. First in the UK, and in Part II we will see how they’ve had a huge impact on US Soccer in MLS.

A new beginning is on the horizon this season for Opta, after both their acquisition by Perform in July and new Premier League deal (which sees them provide live stats for NBC Sports), the only way is up.


Given their vast popularity around the globe today, it’s hard to believe Opta has only been in operation for 17 years. When they began in 1996, they focused on one league: the Premier League. Providing basic ‘manager reports’, they helped clubs begin to think about the power of analytics.

But none of their analysis was completed live. PL games from the weekend used to arrive early Monday morning: cue the pain staking labor-intensive analysis of six hours per game. Now, with their new high-tech computer systems it can be collected live, with up to five analysts working on each game. For fans more familiar with US sport, think of Opta as Stats Inc’s British equivalent.

The work of both companies is pretty nifty.

Rob Bateman, Opta’s Content Director, known around the office as the ‘Opta Don,’ explains how it all began at Opta and evolved back in the mid-90s.

“I joined in 1998,” Bateman said, looking towards the ceiling nostalgically as he recalled Opta’s early beginnings. “There was a cricket rating system used in the 70s and 80s and a few of the directors broke away from that company and formed Opta consultants and they were all big Rugby fans, so they thought it would be good to use it in Rugby Union. But the Premier League had just been formed and football was booming.”

And so, from a group of accountants who wanted to spread a concept used in cricket to rugby union, the leading soccer data company in the globe was born. Weird, huh?


Despite their current status at the top of soccer statistics, Opta has had to overcome plenty of dismissive evaluations from soccer’s older-generation.

Media outlets, betting companies and pro clubs make up the majority of Opta’s clients.

Slowly but surely, they’ve turned the screw.

Now, they pump out plenty of editorial content to massive media outlets. But when they began, editors on Fleet Street didn’t want to know. Opta were laughed out of meetings with newspapers after suggesting people wanted more stats in soccer.

The answer they always received… ‘stop Americanizing the game.’

Undeterred, Bateman and Opta kept burrowing on and realized that small bite-sized stats were the way to go.

“We changed the tact a little bit,” Bateman said. “We condensed them into what we now call Opta facts, which sum things up for normal football fans. For Opta to succeed we need to go beyond pumping out data. It has changed quite a bit in the last 17 years.”

When Opta arrived on the scene they developed the Opta Index, a rating system that ranked players across 70 categories to determine who the best in each position was. People began to ask… ‘How did you work that out?’ It got the average soccer fan in England thinking about stats and numbers soccer.

Now they were on to something.

Today the Premier League, Bundesliga and La Liga all have centralized contracts with Opta. That’s three of the world’s biggest leagues relying on Opta’s live data. The OptaJoe Twitter handle, which Bateman, Matt Furniss and their UK editorial team are the brains behind, has over 444,000 followers on Twitter and feeds out live stats in tiny chunks, causing great debate amongst the Twitterati. And Opta’s live stats have even made it into NBC Sports’ soccer studio, as analysts Robbie Earle and Robbie Mustoe use the fancy info to help break things down for viewers of NBC’s Premier League coverage. Between you and me, the Opta guys are very impressed with NBC’s use of their stats. Lovely stuff.

Currently, the company has 16 different Twitter handles in multiple languages and the growth of media has kept Opta busier than ever. As of 2013, Opta have nine offices across the globe in London, Sydney, Bassano, Milan, Madrid, Paris, Munich, New York and now Montevideo.


My focus was on the HQ in London, and in every organization there are unsung heroes who keep the cogs churning while multimillion dollar deals are signed. Hats off to you, Opta Analysts.

Without the live data collection happening, Opta wouldn’t be around. Known as ‘Ops,’ these guys are young soccer ‘nerds’ that analyze copious amounts of games, have impeccable hand-eye co-ordination and come from the ‘gamer’ generation.

I met a former Op, Andrew Barafutti, who showed me how a typical game is collected by Opta. My word, I’ve never seen a mouse used so ferociously in such a short space time, as Barafutti carried out his duties whilst chatting. This seems like a long way from the six or seven hours of hand-written analysis in Opta’s early days.

“On average you can get to 800 or 900 events, per team,” Barrafutti said nonchalantly. “It’s intense for the whole game, especially if you’re covering teams like Barcelona… you’re always putting in passes.”

I was worried about the general welfare of these Ops after a busy day of soccer. Barrafutti laid down the usual demands.

“They only have two or three games in one day, because it fries your brain,” he laughed. “We need people with a combination of football knowledge and that are quick enough to actually put all the events in. So normally, anyone over the age of 30 can’t pick it up. Gamers are good.”

source: Getty Images
Collecting data on these guys isn’t as easy as you might think…

At this point in my trip to Opta’s HQ, I’m sitting in the hub of live collection. Computers screens are packed into four rows of desks, and after seeing this operation carried out in Opta’s offices in New York, it’s quite a sight to see the Ops in full flow.

“There are three analysts per game, one acts as a checker to make sure the other two are inputting the correct information,” Barrafutti explains. “And they can shout to him if they want something double checked. I did a game a few years ago, with Lars and Sven Bender, twins, both playing central midfield together… checker was doing a lot of work that game.”

Opta’s live matchday analysis really sets them apart from competitors, and every season clubs get together to requests new categories that Ops can enter, hence why the ‘pull back’ and ‘defending corners’ categories are now included.

Furniss, Senior UK football editor, brought me in a cup of tea (in an Opta mug with stats from OptaJoe emblazoned on the mug) during my Opta Ops lesson, and chimed in about how the process is carried out to pick the Ops.

“Every summer, we get a couple of hundred applicants for Opta Opts, maybe two or three get through,” Furniss said. “It’s that hard to do, I couldn’t do it. The same person will do the same team throughout the season to pick up on player traits and become familiar with each player.”

This represents the average amount of time, per possession, that each PL team has the ball and allows their opponents the ball. Notice Southampton’s high-pressure approach.


Speaking of clubs, so far, we’ve seen how Opta collects raw data and works with media outlets… but here is the biggest, and perhaps most interesting area of growth in their client base; the professional clubs wanted in.

Hence the birth of OptaPro.

John Coulson, Opta’s head of professional football services, is a quiet and reserved type of character who has overseen the creation of OptaPro in the last 18-months. He spent his formative years working as an analyst for both Middlesbrough and Norwich City and currently liaises with 14 Premier League teams, six Championship sides and over 100 clubs worldwide.

Coulson explains that the ‘Performance Analyst’ began in the early 2000s, as Premier League clubs realized the potential gains of having a fully-fledged analytics team.

“If you go back to the late 90s only three of four clubs were using data to analyze,” Coulson said, raising his eyebrows as we both know that’s not the case today. “And software companies would send stuff [pointing to OptaPro’s expensive software] to football coaches who don’t know how to use a mouse. At most Premier League clubs now you probably have a team of 10-12 analysts. It has exploded very quickly.”

But what do clubs look for when using this data? Numerical values for each position. E.g. a holding midfielder must make x number of forward passes, interceptions per game. Stats are now replacing traditional positions.

Opta have analyzed every single World Cup game since 1966, so now you can analyze Pele vs. Maradona… for real.

However, the information Opta provides is often frowned upon by many of the older generation of coaches and scouts.

“Scouts are terrified that we’re trying to replace them,” Coulson said. “We’re not. We have got all this data on a player in the last five or six years and we can compare him against any other player in any league. So it helps with scouting across the globe.”

Yet the secretive nature in which many Premier League clubs are operating is intriguing. For this piece, PL teams didn’t want to be interviewed or reveal the way they use data analysis, I get that.

But I wonder… does that suggest something is working pretty well in their analytical approach?

“The problem we have is that every club wants to remain anonymous,” Coulson said. “They want to retain an edge, and most of them would rather us not know what they’re doing. There are lots of clubs that are doing things badly, and the clubs that do things well, they have an edge. Every year there are two or three more PL teams taking a more active approach to this.”

Rumor has it that Liverpool and Manchester United are building huge stores of data in special labs. Given Liverpool’s attempt at recreating ‘Moneyball’ with Damien Comolli at the helm and signing the likes of Stewart Downing and Andy Carroll… they’re obviously trying new things all the time.


After almost having my brain fried with information — I still worry about those young Ops — I posed a wide-ranging and slightly intrusive question to finish with.

‘What next for Opta? What’s the next big thing in soccer analytics?’

“I think one of the plans is to see people’s careers,” Bateman said, with Furniss nodding in agreement. “You can get Steven Gerrard and Frank Lampard and see where they were at the age of 19, 23 and 30, and map out other players with similar careers and say ‘these two players are very similar to Gerrard’… but they’re playing for Cardiff and Scunthorpe. So let’s pick them out. They’re cheap.”

It seems as though the way in which Premier League teams, hell, any team under Opta’s umbrella, can use this data best, is to tie it in with player recruitment and reduce the numbers of risks they’re taking when signing a player. Opta provides the due diligence for clubs to spend money wisely, does that mean the ‘Moneyball moment’ will arrive in soccer?

One of the walls in Opta’s London HQ, which breaks down England’s 4-2 World Cup final win over Germany in 1966.

Certain clubs seems to have reached that point already. What will happen over the next five or six years excites me, just look at how far Opta have come in the last 17 years. There’s now a need for stats in soccer, they proved all the doubters wrong. Now, more than ever, stats can be the key to help stabilize soccer’s future development across the board.

Remember, Part II of my exclusive inside look at how Opta operates is coming out on Thursday, where we look at how Opta is playing a key role in Major League Soccer’s development.

Conte: My Chelsea will never play for a draw, home or away

HULL, ENGLAND - OCTOBER 01:  Antonio Conte, Manager of Chelsea reacts to his team scoring during the Premier League match between Hull City and Chelsea at KCOM Stadium on October 1, 2016 in Hull, England.  (Photo by Laurence Griffiths/Getty Images)
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Antonio Conte knows what he’s doing — he’s playing the game made popular the world over by his predecessor and Sunday opponent, Jose Mourinho, and so many others who went before him.

[ MORE: All of PST’s PL coverage ]

Where other managers shy away from the controversy and the spotlight brought upon themselves by the psychological warfare waged by so many of the giants of the managerial profession, Conte has embraced the added attention he’ll now face when Chelsea host Manchester United on Sunday (Watch live, 11 a.m. ET, on NBCSN and online via NBCSports.com).

While Mourinho hasn’t been quiet in the build-up to his return to Stamford Bridge — how could he, given the considerable demand for comment? — he has mostly kept the cheap shots to himself and attempted to treat the affair like any other. Of course, it’s not that for him; for the Chelsea fans; for Chelsea owner Roman Abramovich, who made the decision to fire Mourinho 10 months ago; and now, for Conte, who’s suddenly thrust onto the other side of the battlefield ahead of Mourinho’s grudge match — quotes from Goal.com:

“No, I think it is always right to play for a win. I try to transfer these thoughts to my players always. If you play at home or away, it must be the same.

“You must start the game with only one target: to win. Not to play for a draw. I don’t like this. It is not football. I don’t like this.”

“I think it is important to win, but for me also, it is important to win in the right way. Because, sometimes, it happened to me. I won in the past with other clubs, but I wasn’t satisfied with the performance.

“When you win is important, but it is important to also play good football, to play with a good intensity, to show always the will to win, the passion. For me, that’s important.”

The obvious inference here is that Mourinho’s teams have always been set out to play in a defensive manner — often times aiming for, or, at the very least, achieving 0-0 draws — something the Portuguese did earlier this week, away to Liverpool.

[ MORE: Saturday’s PL roundup: Liverpool, Arsenal go joint-top ]

Conte didn’t ask to be the anti-Mourinho when he was named Chelsea’s new boss — not directly so, at least — but it comes as part of the territory when taking over from a mountain of a manager like Mourinho. Cool as ever, Conte is relishing his new role.

Introducing Zabivaka, Russia’s 2018 World Cup mascot

MOSCOW, RUSSIA - OCTOBER 21: Official Mascot Wolf was chosen as Official Mascot of FIFA 2018 World Cup Russia and Nazario Ronaldo during 'Vecherniy Urgant' (Evening Urgant) TV show on Channel 1 at Ostankino on October 21, 2016 in Moscow, Russia. (Photo by Getty Images/Getty Images)
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MOSCOW (AP) Russia has chosen a cocky wolf wearing sporty goggles as the mascot for the 2018 football World Cup.

The wolf was chosen in online voting over two other mascot candidates — a cat and a tiger wearing a space suit.

[ MORE: Saturday’s PL roundup: Liverpool, Arsenal go joint-top ]

The announcement was made early Saturday at the end of an hour-long broadcast on state Channel One television. More than 1 million Russians voted in the contest, according to the broadcast.

World Cup matches are to take place in 11 cities in June and July 2018. The venues are in Moscow, St. Petersburg, Kaliningrad, Kazan, Krasnodar, Rostov-on-Don, Samara, Saransk, Volgograd, Nizhny Novgorod and Yekaterinburg.

MOSCOW, RUSSIA - OCTOBER 21: (L-R) Wolf, the winer of FIFA 2018 World Cup Russia Official Mascot, Deputy Prime Minister of the Russian Federation Vitaly Mutko, TV host Ivan Urgant and Nazario Ronaldo attend at 'Vecherniy (Evening) Urgant' TV show on Channel 1 during at Ostankino on October 21, 2016 in Moscow, Russia. (Photo by Getty Images/Getty Images)
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Aguero looking vulnerable as Man City evolves under Guardiola

MANCHESTER, ENGLAND - OCTOBER 15:  Sergio Aguero of Manchester City shows dejection after the final whistle during the Premier League match between Manchester City and Everton at Etihad Stadium on October 15, 2016 in Manchester, England.  (Photo by Clive Brunskill/Getty Images)
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MANCHESTER, England (AP) Manchester City’s spine of goalkeeper Joe Hart, center back Vincent Kompany, midfielder Yaya Toure and striker Sergio Aguero has anchored the team since 2011 in the most decorated period in its history.

[ MORE: All of PST’s PL coverage ]

One by one, it is being dismantled by Pep Guardiola.

Hart has been sent out on loan to Italy.

The injury-hampered Kompany no longer appears first choice.

Toure has been ostracized.

And the seemingly unthinkable is happening: Aguero is coming under pressure for his place.

Aguero started on the bench for the English Premier League game against Everton on Saturday after playing two matches for Argentina during the international break. More surprisingly, he stayed among the substitutes for the Champions League match at Barcelona on Wednesday, when Guardiola preferred to play midfielder Kevin De Bruyne up front.

[ MORE: Saturday’s PL roundup: Liverpool, Arsenal go joint-top ]

Aguero has been untouchable, a guaranteed starter since joining from Atletico Madrid in July 2011. Suddenly, possibly the most popular player among City fans – and a scorer of 102 league goals in his first five seasons at the club – is vulnerable and seemingly dispensable, even if he is likely to regain his place for the Premier League match against Southampton on Sunday.

When asked if Aguero was being phased out, Guardiola said on Friday the player’s future was at City.

“When Sergio decides to leave Manchester City, it will be his decision,” Guardiola said. Then, echoing comments he made about Hart in August before allowing him to leave, Guardiola added: “I appreciate him (as) a football player. I appreciate (as) a man what he did here.”

It’s not just the recent selection decisions that hint at a sense of unease between Guardiola and Aguero.

Guardiola has said publicly on at least two occasions this season that he wants more from Aguero than just goals, just like he wanted more from Hart than simply making saves. After Aguero’s hat trick in the Champions League win over Borussia Moenchengladbach, Guardiola said: “I cannot teach him (about his talent in the penalty box) but he has to know that behind, the rest of the team wants to help him and that is what I want to convince him.”

While on international duty with Argentina this month, Aguero was quoted as telling Argentine media that Guardiola “is very picky about everything, (and) it’s good.

“The good thing is that I’m getting used to him and automatically going straight into pressing the centre backs.”

[ MORE: Sunday’s PL preview — Mourinho back at the Bridge; City-Saints ]

Aguero, who is contracted to City until 2020, has 11 goals in 10 appearances this season, and 19 in his last 20 dating to last season. There are few better, attainable strikers around and it will be intriguing to see how the situation pans out, especially with Brazil forward Gabriel Jesus due to arrive in December to provide competition up front.

Guardiola said on Friday he had no regrets about his decision to drop Aguero for the Barcelona game, which City lost 4-0 after having goalkeeper Claudio Bravo red-carded. That made it four games without a win for Guardiola, and a failure to beat Southampton would equal the longest streak without a victory in his coaching career.

In an answer that lasted more than 6 1/2 minutes on Friday, he defended his tactics at Camp Nou and praised the personality of his young players like John Stones and De Bruyne.

Guardiola repeated he will not change his style.

“I think about that, yes,” he said. “But after that, the solution is not better than what I believe. So I cannot. Do you know why as well? Because in seven years (at Barcelona and Bayern Munich), I won 21 titles. … So it’s three titles per year playing in that way.

“No, no, I’m not going to change. First, it’s going to happen that (if) it’s not going well in the future, next season isn’t going well in that way, I will go home.”

La Liga & Serie A roundup: Messi wins it late for Barca; AC Milan shock Juve

VALENCIA, SPAIN - OCTOBER 22:  Lionel Messi of FC Barcelona celebrates with his team mates as Neymar Jr. and Luis Suarez reacts on the pitch after being hit by objects thrown from the seats after scoring his team's third from the penalty spot during the La Liga match between Valencia CF and FC Barcelona at Mestalla stadium on October 22, 2016 in Valencia, Spain.  (Photo by David Ramos/Getty Images)
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A roundup of Saturday’s action in Spain and Italy’s top flights…

[ MORE: Saturday’s PL roundup: Liverpool, Arsenal go joint-top ]

Valencia 2-3 Barcelona

Lionel Messi and Luis Suarez led Barcelona back from 2-1 down to take all three points at the Mestalla Stadium and reclaim the top spot in La Liga. There’s lots to unpack here, beginning with the nasty tackle that’ll keep Andres Iniesta (knee ligament damage) out of action for up to two months. Then there was the controversial fashion in which Messi gave Barca an early lead.

Valencia hit back twice before Suarez drew the visitors level again, and Messi converted from the penalty spot in the 93rd minute to seal the victory, at which point Neymar was hit by a bottle thrown onto the field by someone in the stands. In the end, Barca are back on top, until Real Madrid are allowed to have their say on Sunday.

Elsewhere in La Liga

Espanyol 3-3 Eibar
Real Sociedad 3-0 Alaves
Granada 0-0 Sporting Gijon

Sunday’s La Liga schedule

Celta Vigo vs. Deportivo La Coruña — 6 a.m. ET
Sevilla vs. Atletico Madrid — 10:15 a.m. ET
Malaga vs. Leganes — 12:30 p.m. ET
Villarreal vs. Las Palmas — 12:30 p.m. ET
Real Madrid vs. Athletic Bilbao — 2:45 p.m. ET

AC Milan 1-0 Juventus

The kids are (a whole lot more than) alright at AC Milan. 18-year-old midfielder Manuel Locatelli unleashed a stunning strike in the 65th minute, as Milan shocked the world by upsetting the five-time (and six-time, presumably) defending champions, Juventus, at the San Siro. Then it was 17-year-old goalkeeper Gianluigi Donnarumma’s turn to play his part, in the form of a stunning save to deny Sami Khedira an equalizer with the last kick of the game.

Juve remain top of the Serie A table, but it’s Milan who now sit second, just two points behind them.

Elsewhere in Serie A

Sampdoria 2-1 Genoa

Sunday’s Serie A schedule

Udinese vs. Pescara — 6:30 a.m. ET
Torino vs. Lazio — 9 a.m. ET
Atalanta vs. Inter Milan — 9 a.m. ET
Cagliari vs. Fiorentina — 9 a.m. ET
Crotone vs. Napoli — 9 a.m. ET
Empoli vs. Chievo — 9 a.m. ET
Bologna vs. Sassuoo — 12 p.m. ET
Roma vs. Palermo — 2:45 p.m. ET