Football Index

Football Index, founded by Adam Cole, is a UK-licensed and regulated gambling platform that allows traders to gamble on the future success of football players.[1][2] Traders place fixed-odds bets, known as Shares, for the chance to win daily payouts - more commonly referred to as Dividends.[3] Dividends are calculated based on player performance on match days, and their presence in the platform's Media Rankings which pay out on the top trending footballers each day.[4]

Football Index
TypePrivate
IndustryGambling, Technology
Founded2015
FounderAdam Cole
Headquarters
Jersey
,
United Kingdom
ParentIndex Labs
Websitefootballindex.co.uk

Company overview

Founder Adam Cole[5] started Electric Video which dealt with pre-recorded video and DVD which was later sold to Richard Desmond.[6] He also founded MyVillage network, a website that lists local restaurants, bars and services in the whole of the UK.[6]

BetIndex Ltd launched Football Index in October 2015 as a platform to gamble on football players.[7] The stock exchange cap called 'The Footie' started with the launch of the platform on 2 October 2015 with a base value of 1,000 points. As of 3 April 2020 the Footie has grown to 159,207. Trader portfolios range from £10 to over £1,000,000, and 2% is charged as commission on sales.[8][9][10][11] In January 2018, Football Index reached 100k users, and surpassed half a million Traders in late 2019.

The company is owned by Index Labs, formerly Fame Ventures, who hold the software license for Football Index.[12]

During the 2018/2019 football season, over £321 million was traded on the platform, and over £4.3 million was paid out to Traders through Dividends.

In 2020, Football Index finalised a partnership with NASDAQ, whose technology will power an Order Books system to be implemented later in the year.[13] In January 2021, Mike Bohan was appointed as the CEO.

Mechanics

A Footballer's value rises and falls based on supply and demand from Traders. In-demand Footballers (often those in form, in the media or youngsters with a bright future) will become more valuable, whilst the value of Footballers on downward trajectories will reflect their fall. Traders build a portfolio to capitalise on footballers' form and try to win Dividends based on their performances and media attention.

Traders can win a range of dividends, Media Dividends, Match Day Dividends & Team of the Month Dividends. An extra payout has recently been added onto the platform, called Match Day Extra. [14]

The Football Index Community

The Football Index community is made up of thousands of Traders with varying levels of involvement.[15] Traders discuss their trades on the Football Index Forum, which has over 45,000 posts.[16]

Guillem Balague is announced as a Football Index ambassador in September 2018.

FITV is Football Index's YouTube Channel which features regular videos from company staff and guest pundits.[17]

The community is kept involved through regular Trader meets, competitions and online interaction.[18]

Advertising and Marketing

John Motson was unveiled in August 2018 as the voice of Football Index. The iconic football commentator was heard on Football Index television and radio adverts for the 2018/19 football season.[19]

BetIndex CEO Neil Kelly and Nottingham Forest Football Club CCO David Cook.

In July 2018 Football Index were unveiled as the shirt sponsor for the 18/19 season of Bristol Rovers.[20]

Guillem Balague was unveiled in September 2018 as a brand ambassador for Football Index. His role at Football Index includes hosting trader events, producing regular, exclusive blogs and videos and appearing on FITV.[21]A second football expert, Raphael Honigstein, joined Football Index as a contributor in 2019.[22]

In June 2019, Football Index became the shirt sponsor for EFL Championship club Nottingham Forest, representing the biggest shirt sponsorship deal in the club’s history.[23]

On 20 August 2020, Football Index was announced as the shirt sponsor for EFL Championship club Queens Park Rangers. [24]

Adam Cole, Football Index CEO and founder, with a branded taxi.

Funding

Football Index secured £1.92m of funding from Burlywood Capital, the venture arm of gambling veteran Mark Blandford, who founded SportingBet.[25]

On 10 May 2016, they raised £1,156,327 through the crowdfunding platform Seedrs in exchange for 15.10% equity, at a pre-money valuation of £4,497,268.[26][27][28]

References
  1. Mirror.co.uk (3 December 2015). "The insights from the football stockmarket". mirror. Archived from the original on 9 July 2018. Retrieved 27 May 2018.
  2. "Tottenham target on the rise on Football INDEX". www.whoscored.com. Retrieved 27 May 2018.
  3. "What is Football Index | Football Index". Football Index Academy. 11 April 2018. Retrieved 11 March 2019.
  4. "What is a dividend | Football Index". Football Index Academy. 11 April 2018. Retrieved 11 March 2019.
  5. "Adam Cole (@AdamColeFI) | Twitter". twitter.com. Retrieved 30 January 2019.
  6. "Football INDEX | Shining the Spotlight | The Good Web Guide". Retrieved 28 May 2018.
  7. "BetIndex launches football stock market". InterGame: iGaming, Casino & Coin-Op News. 7 October 2015. Retrieved 12 March 2019.
  8. Streeter, Joseph (27 February 2018). "Football INDEX announces geographical expansion". TotallyGaming.com. Retrieved 27 May 2018.
  9. "Football INDEX expands into new markets". SBC News. 28 February 2018. Retrieved 27 May 2018.
  10. "Football INDEX - A Stock Market Like Never Before". Matched Betting Basics. Retrieved 27 May 2018.
  11. "Soccer Player Stock Exchange Expands Into Sweden And Canada". Online Gambling Sites. 12 March 2018. Retrieved 27 May 2018.
  12. "Football Index over halfway home on Seedrs crowdfunding bid". SBC News. 5 April 2016. Retrieved 27 May 2018.
  13. "NASDAQ to deliver matching engine technology to Football Index".
  14. "Match Day Extra Payouts: The New Dividend Explained". Retrieved 22 January 2021.
  15. Streeter, Joseph (23 January 2018). "Football INDEX reaches 100,000 UK traders". TotallyGaming.com. Retrieved 12 March 2019.
  16. "Home". Football Index Forum. Retrieved 12 March 2019.
  17. "Football Index - Official Channel". YouTube. Retrieved 12 March 2019.
  18. "Pro gambler with £100k invested talks Football Index - An Interview with @IndexBig". IndexGain. 18 June 2018. Retrieved 12 March 2019.
  19. "Football INDEX | Iconic commentator confirmed as voice of Football Index | SBCnews". Retrieved 31 August 2018.
  20. "Football INDEX unveiled as main sponsor of Bristol Rovers FC". SBC News. 23 July 2018. Retrieved 30 January 2019.
  21. "Guillem Balague Joins Football Index". Football INDEX News. 20 September 2018. Retrieved 30 January 2019.
  22. "Football Index Youtube Channel - Rafa Honigstein Playlist".
  23. https://www.nottinghamforest.co.uk/news/2019/june/Football-Index-announced-as-official-shirt-partner/
  24. https://www.qpr.co.uk/news/club-news/football-index-confirmed-as-new-shirt-sponsors/
  25. "RSNG | When The Founder Of The Football Index Set Out To Disrupt A £17bn Market He Took A Big Gamble". www.rsng.com. Retrieved 30 January 2019.
  26. "Football Index raises £400,000 in Seedrs crowd-funding campaign". iGaming Business. 6 April 2016. Retrieved 27 May 2018.
  27. "Update: Football INDEX Captures Over £1M Through Seedrs Initiative | Crowdfund Insider". Crowdfund Insider. 18 May 2016. Retrieved 27 May 2018.
  28. "Football INDEX". www.seedrs.com. Retrieved 30 January 2019.
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