Make Unbiased Decisions.

Build Teams That Last.

Introduction
We help football clubs build clarity, strength, and sustained success. No fluff. No gimmicks. Just sharp strategy, first-principles thinking, and skin in the game.
We’ve helped transform relegation chaos into record-breaking seasons and unlock millions in value. This isn’t for everyone. It’s for leaders who want to build, not just react. We believe in clear purpose, strong process, and pressure-tested ideas. If you’re ready to win with intent, we’ll help you build something that lasts.
Trusted by clubs Trusted by clubs across the Premier League, EFL, MLS, and Europe
Who We Are
We’re not a data company. We’re a decision company.
Born from two decades in high-pressure environments, we blend football experience, financial discipline, and deep analytical expertise to help clubs build stronger systems and make better decisions.
We’ve studied millions of data points to understand where data helps, where it misleads, and where it’s blind. That insight now lives inside the systems we deliver, giving clubs access to capabilities that would take years to build alone.
Built for clarity. Powered by principles. Designed to move you faster.
Global Coverage
Global Leagues. Local Insights. One MUD.
We track the game across 1,500+ competitions in 120+ countries, combining deep performance data, market signals, and financial insight. Our database includes over 100 million player appearances and a billion quality predictions - powering a sharper view of global talent.
What We Do
We help clubs make better decisions, and build teams that last.
Our work spans strategy, process, and task-level execution. It’s designed to accelerate decisions, reduce waste, and create alignment across departments, all grounded in first-principles thinking and real-world constraints.

Strategy

Design the Squad. Define the Path.

We help clubs build clearer, more sustainable squad strategies based on cost, value and fit.

Process

Structured workflows. Sharper thinking.

We bring clarity to decisions so clubs can move faster.

Tasks

Eliminate what slows you down

Streamline the every-day, without cutting corners or losing control.

Principles-led thinking

Financially modelling success.

This fusion of football and finance underpins everything we do: aligning talent with timing, value, and long-term return. Right player. Right time. Right price.

Why use MUD
Better decisions don’t come from more data. They come from clearer thinking.
We’ve built systems that combine sharp modelling, deep football insight, and the strengths of human judgment, while reducing the noise, gaps, and bias that cloud decision-making.
They’re tested, trusted, and proven to deliver: stronger alignment, faster choices, and better results, helping clubs double trading returns, rebuild squads, and act with clarity under pressure.
We’re here to give your people the structure, clarity, and speed to do their best work.