Manchester-based ProDataStack is looking to change how professional athletes understand, evidence and negotiate their value, with a data and analytics platform built specifically for elite sport.

Founded in 2022 by data specialist and author Fiona Green, the business was sparked by Kevin De Bruyne’s data-led contract negotiations at Manchester City.

The moment highlighted how few athletes had access to the kind of insight needed to truly understand their market worth and ProDataStack was created to close that gap.

Backed by GM Business Growth Hub’s Innovation Service, the company has developed a centralised platform that brings together six performance, digital and market datasets into a single, accessible dashboard.

The result is a clear, evidence-based view of an athlete’s value, designed for use by players, agents and teams alike.

The platform is already being used by Team Scotland in preparation for the 2026 Commonwealth Games, as well as by agents representing elite athletes including Premier League defender Rúben Dias and Manchester United Women’s Jayde Riviere.