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Centre for Sports Business

The Centre for Sports Business' work was judged 4* (world leading) at REF 2014: "The case study on the Player Performance Index for Professional Football was assessed as outstanding in terms of reach and significance" (Business and Management REF 2014 panel feedback)

Our mission: to be a global leader in Sports Business Analysis 

Our Principles:

  • Collaborative 
  • Commercial 
  • Engaged with stakeholders 
  • Team oriented 
  • Excellence in programme delivery
  • Research driven 
  • Responsibly governed

Our partners:

  • Barclays Premier League
  • EA Sports - Player Performance Index
  • Football DataCo
  • NPower Championship
  • Press Association Sport
  • Sport Business Strategy and Marketing
  • Sports Analytics
  • Economics of Sports
  • Economics of Gambling
  • Sports Law
  • Sports Psychology
  • Sports Statistics
  • Performance Analysis

The EA SPORTS Player Performance Index, the official ratings system of the Barclays Premier League:

Forecasting and modelling for the gambling industry

Statistical analysis of survey data, for example, Ipsos MORI report “British Survey of Children, the National Lottery and Gambling

Monitoring of the randomness of National Lottery games

Threats to Sports Integrity from Developments in the Betting Market(2008 report by Forrest and McHale to Central Council for Physical Recreation (now Sport and Recreation Alliance)

"Environmental Review of Integrity in Tennis”

"Threats to the integrity of sport in Australia"

"An Examination of the Threats to the Integrity of Sports”, for the EU Sports Platform

Modelling training and performance in elite cyclists: EPSRC EP/F006136/1

Optimum Strategy in Sport: EPSRC EP/F005792/1

The Centre particularly welcomes PhD proposals in any area of Sport Business and including Strategy and Marketing, Sports Analytics, Economics of Sports, Economics of Gambling, Sports Law, Sports Psychology, Sports Statistics, Performance Analysis, OR in Sport.

To discuss a PhD, business or study proposal, please contact the Director, Professor Chris Brady, on 07956 575278 or

Professor Chris Brady


The team

Prof Chris Brady

Prof Simon Chadwick


Mr Ian Gibson

Prof Ian McHale

Sports Analytics

Prof David Percy


Prof Phil Scarf

Operational Research and Applied Statistics

Dr Tony Syme

Dr Peter Williams