In football, the idea that money buys success has been a common belief for decades. The clubs with the deepest pockets — Manchester City, Real Madrid, PSG — often dominate the headlines with their blockbuster signings and global fanbases. However, in recent years, a new kind of revolution has been taking place on the pitch. Clubs with far smaller budgets have been using data analytics to level the playing field, allowing them to compete against football’s financial giants. This approach, often referred to as “Moneyball” in reference to its origins in baseball, has completely changed the way underdogs approach the game.

The Birth of Moneyball in Football

The term “Moneyball” originated from the book (and subsequent movie) about how the Oakland Athletics, a small-budget Major League Baseball team, used data analytics to build a competitive roster despite having a fraction of the budget of their competitors. In football, the application of a similar philosophy has taken root in various clubs, with Brentford FC and FC Midtjylland being two of the most well-known examples.

These teams, faced with the challenge of competing against much wealthier rivals, embraced data analytics as a way to find hidden value in the transfer market and optimize player performance. Instead of spending tens of millions on household names, they have used data to identify undervalued talent, players who may not look like stars on the surface but possess key attributes that make them perfect fits for specific roles within the team.

Brentford FC: The Ultimate Moneyball Success Story

Brentford FC is a prime example of how a small club can punch above its weight by utilizing a data-driven approach. Located in West London, Brentford spent years in the lower tiers of English football before reaching the Premier League in 2021, a remarkable achievement for a club with such limited financial resources.

Under the ownership of Matthew Benham, a former professional gambler and data enthusiast, Brentford built a recruitment system based on analytics. Instead of relying on traditional scouting methods, the club focused on finding players who excelled in specific statistical metrics that fit their tactical style. For instance, they might look for attackers who are highly efficient at pressing opponents or defenders who excel at recovering possession in dangerous areas.

The club’s strategy also extends to the transfer market, where they sell players for huge profits while replacing them with other hidden gems. The likes of Neal Maupay, Ollie Watkins, and Said Benrahma were all bought for modest fees, developed into top players using the club’s data-driven methods, and sold for substantial profits. This smart, calculated approach has allowed Brentford to maintain competitiveness without breaking the bank.

FC Midtjylland: Using Data to Dominate Set Pieces

FC Midtjylland, a Danish Superliga club also owned by Matthew Benham, has applied similar principles with a specific focus on set-pieces. Football set-pieces — free kicks, corners, and penalties — often decide the outcome of matches, yet they are often treated as mere afterthoughts by many teams. Midtjylland, however, saw an opportunity.

The club uses data analytics to analyze patterns in set-piece situations, optimizing movements, and positioning to increase their likelihood of scoring. Midtjylland’s obsession with set-pieces has paid off handsomely, helping them win the Danish league multiple times. Their success illustrates how underdogs can use data to find small edges in the game, turning seemingly minor moments into major advantages.

Levelling the Playing Field: Why It Works

The “Moneyball” approach works because it allows smaller clubs to compete without having to match the financial firepower of Europe’s elite. Rather than spending exorbitant sums on established stars, these clubs use data to target players who possess the skills and attributes needed to thrive in specific roles, even if they are underappreciated by others.

Analytics help identify inefficiencies in the market, spotting players who might be undervalued due to playing in lesser-known leagues or being overlooked by traditional scouting methods. These players can often be acquired for relatively low fees and developed into high-performing assets that either help the team or can be sold for a profit.

The Future of Moneyball in Football

As football continues to evolve, data analytics will undoubtedly play an even bigger role in how clubs operate. While the richest clubs may still dominate in terms of spending power, smaller teams like Brentford and FC Midtjylland have shown that brains can beat brawn in the modern game. With more clubs embracing analytics to find hidden value, the future of football promises to be as much about spreadsheets as it is about superstars.

The Moneyball revolution has only just begun, and the underdogs are ready to prove that data can help them win the battle against football’s giants.