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The Football Code – Are Brentford Punching?

The Football Code – Are Brentford Punching?

The special guest on this week’s Pride of West London Brentford podcast is James Tippett – author of The Football Code – which goes sale via Amazon today. James used to work as an analyst for Smart Odds – which as you may know – is the Matthew Benham company that generates the stats which Brentford use to identify players.

James Tippett worked as a football analyst at Smartodds, a betting consultancy which turns over hundreds of millions of pounds each year. The company, founded and run by Brentford FC owner Matthew Benham, uses pioneering analytical methods to win money through football betting. Benham also uses Smartodds’ data to recruit players for Brentford, allowing them to consistently sign undervalued prospects.

Whilst working at the company, Tippett gained an insight into the unique and revolutionary methods used to gauge team and player performance. The 20-year old was a member of the department responsible for collecting match data, based on the Expected Goals method. Having been through the company’s training programme, Tippett states that he will never watch a match of football in the same way ever again.

In The Football Code, Tippett promotes a smarter footballing philosophy. He reveals the ground-breaking system used by professional gamblers to make millions, unveiling previously undisclosed methods that have the potential to change the beautiful game forever.



In the run up to the match against Aston Villa, James tells us why he thinks Brentford – with a weekly wage bill last year of £172k a year – and Aston Villa – with a week bill of just under £1m – will be a closer match than people think. He also gives us the lowdown on why Brentford’s league position (23rd at the moment) – using the analysis of expected goals – is way off where he and people in his world think it should be (8th).

How does Brentford go about signing players? Read the article here



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Dave Lane

Beesotted Editor Since 1990

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