Partnerships
Reach football fans who go deeper than the score.
xgEdge is a free football analytics platform: expected goals, expected points, player and team statistics, match reports and a model-versus-market record across European football. Its readers compare clubs, open player pages and read match reports rather than checking a result.
SponsorshipsAffiliateDataCustom
Presented by [Partner]
Why xgEdge
A different kind of football audience.
Most football traffic is a score check: a result, a table, and gone. The readers here arrive with a question — how good were the chances a club created, whether a striker is finishing above his expected goals, what the model makes of Saturday's match — and stay to answer it.
xgEdge is independent, free to read and built around one measure. Nothing is behind a login and no page is written to sell anything, which is what makes a placement inside it read as context rather than as an interruption.
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Data-driven
Every page is built from shot-level data and a published model. Readers come for the numbers, and they can check them.
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High intent
A reader who opens a player's finishing record or a match report is researching, not scrolling. Attention here is deliberate.
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Contextual
Partners appear beside the content their product belongs to — a league table, a player board, a match centre — in the site's own dress.
Early traction
Early, but growing.
Actual figures at the October 2026 snapshot, from Google Analytics and Search Console. Nothing on this page is a projection.
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405
Monthly users
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7+ min
Average engagement time
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2.6K+
Google Search impressions, 28 days
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~40%
Early new-user acquisition from ChatGPT
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152
Google Generative AI impressions, 28 days
Discovery is already split between search and AI-driven answers: a large share of new readers at the snapshot arrived from ChatGPT, and Google has begun citing the site in its generative results. A partner here is present where a growing share of football questions are now being answered.
Placements
Partnerships that fit the context.
A partner appears as a credit on a real component, not a box around it. Previews use the site's own components with sample figures.
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League partner
Across one competition's tables, rankings and fixtures — the pages a fan of that league opens every week.
Illustration: a sample placement with fixed figures and a placeholder partner credit. Presented by [Partner]
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Player analytics partner
On the player boards and profiles: finishing, creation, minutes and form, read by fans comparing footballers.
Illustration: a sample placement with fixed figures and a placeholder partner credit. In partnership with [Partner]
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Match partner
On the match centre: the projection before kick-off, the xG bar and the report after the whistle. Tickets and match-day products belong here.
Illustration: a sample placement with fixed figures and a placeholder partner credit. Presented by [Partner]
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Data / technology partner
A credit line, not a banner: named where the figures it powers are shown, at the foot of the page and in the methodology.
Illustration: a sample placement with fixed figures and a placeholder partner credit. Data partner [Partner]
Something else?
A co-written analysis, a tool built on the site's data, a one-off around a tournament.
Partners
Relevant brands, not random ads.
Products a football fan would recognise as part of the game they follow — anything that helps them watch, understand, analyse or experience it.
- Fantasy football platforms
- Football data and API providers
- Streaming and broadcast
- Ticketing and match-day commerce
- Football media and podcasts
- Sportswear and equipment
- Football games and simulation
- Analytics and coaching software
Principles
Useful first. Commercial second.
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Relevance
Only partners whose product is relevant to football fans. A placement has to make sense next to the content it sits beside.
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User experience
No pop-ups, interstitials, autoplay or banners that push the table down. A partnership never makes a page worse to read.
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Transparency
Sponsored and affiliate placements are labelled, every time. Readers always know what is a partnership and what is the site's own work.
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