Insight – Football DataCo’s Adrian Ford on plans for 2017

Insight – Football DataCo’s Adrian Ford on plans for 2017

Monday, December 19, 2016 Posted by Luke Massey
PPB has entered a data usage partnership with Football DataCo

In early December, Paddy Power Betfair (PPB) became the latest betting operator to agree to a data usage licence with Football DataCo.

The long-term agreement, which coincides with Football DataCo’s 15th birthday and the launch of a new corporate logo, allows PPB to use match-day data for all Premier League, EFL and SPFL matches across its digital channels. caught up with Football DataCo General Manager Adrian Ford to find out more about the logo and plans for 2017.

Totally Gaming: Will Paddy Power be the first of many more deals with big bookmakers in 2017, or are you quite focused on those already in place?

Adrian Ford: I hope so! We already have agreements in place with bet365, Betfred, Sky Bet and William Hill, and the ambition is to extend this to all betting operators using data from our leagues. The initial focus is on those operators with a UK centric business but also for those operating in the rest of the EU and then beyond.

TG: Is there anything more you can say about the new logo and corporate identity?

AF: It’s easy to get pretentious, but we wanted something to reflect core values and data for the most exciting leagues in world football. The logo is made up of a symbol, which captures football and data flows, and a wordmark which is simple, clear and accurate. We also liked the green as clearly it relates to the game.

TG: Are there any other plans for the 15th anniversary?

AF: No, not really – the old logo was looking a little tired so it made sense to refresh – and given that it was an anniversary, the timing was good. 

TG: Do you have any operational plans in place for 2017?            

AF: The licensing programme is the focus, but I am also keen to understand where football betting is going in the future so we can plan for this – talking to betting operators from a product perspective is also important. We want to ensure that we continue to provide the best data possible to sit alongside the world’s best football!

American Football

Nevada breaks sports betting record in 2018


Rhode Island sports handle hits $13m in first full month


Caesars launches SG-powered sportsbook in Pennsylvania

New York

NY Gaming Commission sets out sports betting regulations

Gaming Products & Services Directory

The essential directory for the gaming industry