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.
With support from the Hub, including a £12,000 innovation grant, the firm completed a focused four-month R&D programme to deliver its flagship feature, the PDS Index, launched in June 2025 – a full year ahead of schedule.
The PDS Index combines sporting performance, Google search interest, social media engagement and salary data, which are processed through a machine-learning model to generate a single brand-value score.
The tool is designed to give athletes and their representatives credible, defensible evidence when entering contract negotiations, endorsements or commercial discussions.
Over the past year, ProDataStack has expanded its team across sales, software development, account management and data analysis, with further recruitment planned throughout 2026.
The business has also secured its first pilot customer in the US, entering the market 12 months ahead of plan, and is in discussions with major sports media organisations including TalkSport, Sky Sports and The Athletic about integrating the PDS Index into future coverage and analysis.
ProDataStack’s growing profile has opened up new opportunities for Green herself, including an international book deal and speaking invitations at leading sports technology and coaching conferences.
“The Innovation Service played a pivotal role in helping us accelerate our development,” she said.
“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, added: “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.”
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