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Sporting Risk

Analytics Provider
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Founded
2017-01-01 in London, United Kingdom
Headquarters
London, United Kingdom

Sporting Risk is a London-based sports analytics and data technology company that develops predictive-model-driven price feeds and content for the gaming and media sectors. Founded in 2017, the company emerged from the expertise of a betting syndicate operated by one of its founding partners, and has since built one of the most granular on-field sports databases in the industry. Sporting Risk’s core offering is a sophisticated price feed for player proposition and interval-based betting markets, generated by a dedicated data science team applying advanced predictive models to raw event data. The company originally focused on football (soccer) but has expanded its pricing, product and content portfolio to include US sports. Sporting Risk operates across four main verticals: Managed Trading Solutions (live pricing with full risk management), Elite Performance (analytical consultancy for professional football organisations), Engagement (automated content such as pitch visualisations, live bet prompts and text commentary), and Data Collection (internal capture of real-time on-field events). The company is unfunded (bootstrapped) and employs approximately 19 people, with a registered headcount of nine as of its last filing. Sporting Risk integrates its trading tools with major sportsbook platforms, as demonstrated by its partnership with Pragmatic Play, and positions itself as a provider of innovative, data-driven pricing and content to operators and media companies worldwide.

Detailed Review

Company History and Founding

Sporting Risk was incorporated in December 2016 (C&N Sporting Risk Limited) and began operations in 2017, founded by Henry Newman. The company’s heritage lies in a successful betting syndicate that one of the founding partners operated, providing the foundational pricing and risk-management expertise that Sporting Risk now commercialises. From its base in London, the company built an extensive tech and data science operation focused on collecting and analysing granular on-field event data, initially in football and later in US sports.

Products and Business Model

The company’s flagship product is a predictive-model-driven price feed for player propositions and interval-based betting markets. Pricing is generated by applying machine-learning models to raw data, then dynamically adjusted in response to team lineups and in-play events, ensuring accuracy throughout a match. This feed is accompanied by a fully operated risk-management tool, allowing operators to outsource trading and risk exposure.

Sporting Risk’s product suite is organised into four areas: - Managed Trading Solutions – live pricing for player props and event-based markets, plus a managed risk dashboard. - Elite Performance – data provision and consultancy for elite football clubs, using deep analytical insights to support decision-making. - Engagement – automated content including pitch visualisations, in-play bet prompts, live text commentary, preview paragraphs and match facts, suitable for gaming and media use. - Data Collection – the company’s own team of tech staff and qualitative analysts captures the most granular on-field event data, which powers all pricing and analytics.

Market Position and Partnerships

The company has not raised external funding and remains privately held. Its technology integrates with major sportsbook platforms; a notable partnership was announced with Pragmatic Play to expand sports betting features. Sporting Risk competes with other predictive analytics firms such as nVenue, Moneyline Sports and Betracle, and holds a Tracxn score of 43/100. The registered entity is C&N Sporting Risk Limited, domiciled at 4th Floor Fitzrovia House, 153-157 Cleveland Street, London W1T 6QW, United Kingdom.

Key Products

  • Managed Trading Solutions

    Live price feed for player proposition and interval-based betting markets, with fully operated risk management tool.

  • Elite Performance

    Data provision and consultancy for professional football clubs, leveraging granular analytics to inform strategic decisions.

  • Engagement

    Automated content suite: pitch visualisations, in-play bet prompts, live text commentary, preview paragraphs, match facts.

  • Data Collection

    Internal capture of granular on-field event data via tech team and qualitative analysts, powering all predictive models.

  • Price Feed

    Core AI-driven pricing engine that applies predictive models to raw data and adjusts dynamically to lineups and in-play events.

Offices & Headcount

19 employees (approx.)

Key Persons

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