Understanding Athlete Market Value through ProDataStack

Manchester‑based ProDataStack is reshaping how athletes understand and negotiate their value through a new data and analytics platform engineered specifically for professional sport.

Founded in 2022 by data specialist and author Fiona Green, the company was inspired by Kevin De Bruyne’s data‑driven contract negotiations at Manchester City — a moment that highlighted how few athletes had access to the sophisticated insights needed to do the same.

Backed by GM Business Growth Hub’s Innovation Service, ProDataStack has created a centralized platform that brings together six performance, digital, and market datasets into a single dashboard. This gives athletes and their agents a clear, evidence‑based understanding of their market value.

The platform is already being used by clients like Team Scotland, ahead of the 2026 Commonwealth Games, and by agents representing elite players including Manchester United Women’s Jayde Riviere and Premier League defender Rúben Dias.

AI innovation accelerates the ‘PDS Index’

With support from the Hub — including a £12,000 innovation grant — ProDataStack completed a rapid four‑month R&D project to deliver its flagship feature: the PDS Index, launched in June 2025, a full year earlier than planned.

The Index combines sporting performance, Google search interest, social media engagement, and salary data, which are processed through a machine‑learning model to generate a unique brand‑value score. This allows agents and athletes to approach contract discussions with robust, data‑driven evidence.

Growth, job creation and early entry into the US

The speed of development has translated into strong commercial momentum. In the past year alone, ProDataStack has expanded its team with new roles across sales, software development, account management, and data analysis, with further recruitment expected throughout 2026.

The business has also secured its first pilot client in the United States — entering the market 12 months ahead of schedule — and is in discussions with major sports media outlets including TalkSport, Sky Sports, and The Athletic about incorporating the PDS Index into future coverage.

ProDataStack’s growing profile has also created new opportunities for CEO Fiona Green, including an international book deal and speaking invitations at leading sports technology and coaching conferences.

A strong example of Manchester innovation in action

Reflecting on the support received, Fiona Green said, “The Innovation Service played a pivotal role in helping us accelerate our development. Their guidance and understanding of the innovation funding process made a huge difference, and we’ve been able to move far faster than we ever expected.”

Yvonne Grady, Head of Innovation at GM Business Growth Hub, said, “ProDataStack is a brilliant example of the innovation happening across Greater Manchester. Fiona and her team have built a tool with genuine global potential, and we’re proud to have supported them in bringing this world‑first platform to market.”

For more information, visit:

ProDataStack – https://prodatastack.ai