About Us

We produce the ideas that will help you win.

Chris Anderson is passionate about using analysis and evidence to acquire, manage, and build and sustain football clubs in the context of global competition for talent and success. Read more ›

Before co-founding Anderson Sally, Chris was an award-winning researcher and professor at Cornell University in Ithaca, New York, one of the world’s leading research institutions. A behavioral scientist with many years of experience analyzing complex data, Anderson has held appointments at a number of universities, including Oxford University and Stanford University’s Center for Advanced Studies in the Behavioral Sciences. He also has taught management strategy at prominent business schools, including Cornell’s Johnson School of Management and Northwestern University’s Kellogg School of Management, and he has been a Visiting Fellow at the London School of Economics.

A former semi-professional player in his native Germany, Chris has management, project, and operational experience in a variety of football and non-football settings, and has served as Chief Executive and Managing Director of a professional football club. He has been a frequent commentator on the use of analytics in football and Big Data in high performing organizations and has been a speaker at a number of industry events, including the prestigious Sports Analytics Conference held annually in Boston by MIT’s Sloan Business School.

David Sally is an innovative strategist and problem-solver. His unique perspective on football and sports in general has helped numerous clients make the right investment, hire the right manager, and find the right player. Read more ›

After graduating from Harvard University, David was a consultant at Bain and Company in Boston and a manager of strategic planning at Avon Products in New York. In 1995, he received his PhD in Economics from the University of Chicago Booth School of Business. Part of the initial wave of behavioral economists, David’s research in behavioral game theory was widely published and informed his award-winning teaching of negotiations and leadership at Cornell’s Johnson School and Dartmouth’s Tuck School of Business.

He co-founded Anderson Sally LLC in 2011 and co-wrote The Numbers Game which was published in the UK and the US in 2013 and has been translated into a dozen other languages. His mission is to help football clients see beyond tradition, the normal, and the rote to find sustainable competitive advantage, more goals, more clean sheets, and more victories.

Located in Ithaca, New York and London, Anderson Sally partners with clients to help them acquire and manage sports properties. We help our partners determine the right valuation for football clubs and club assets. Once acquired, we help our partners manage them by making better decisions, translating those decisions into actions, and delivering the success they desire. We help connect the dots between sport, strategy, and performance. We are passionate about achieving better results for our clients – results that are uniquely tailored, pragmatic, and have lasting impact.

Our Philosophy


We started our company by asking questions. The answers we found drive our passion for helping people in football make better decisions on and off the field.

Winning is a process and an outcome. It starts with asking the right questions. It also involves finding the right answers and executing on what you find. To win, you need the best information and the right decision.

Combining the best data with the best insights, we are highly trained and knowledgeable analysts, strategists, and advisers. We have experience in football clubs, academia, and Fortune 500 companies. We have helped people buy football clubs and football players, hire managers, and negotiate deals.

Our approach is rigorous, unemotional, open-minded, and innovative. We pursue answers in partnership with you, irrespective of what you want to hear. We focus equally on the right answers and how to execute them effectively.

What We Do


  • We answer football questions and help you solve football problems. We provide you with the best football intelligence.


  • We advise people in football on how to make better decisions by questioning the data, by going beyond conventional wisdom, and by helping you improve performance beyond what should be expected.


  • We also help you avoid costly mistakes – signing the wrong player and playing the wrong way, hiring or firing the wrong manager, or misreading what the league table is really telling you.

  • Our Clients

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    Go to Owners and Investors

    Owners and Investors

    Go to Executives, Boards, Owners

    Executives, Boards, Owners

    Go to Player Agents

    Player Agents

    Go to Football Departments

    Football Departments

    Go to Media and Betting Companies

    Media and Betting Companies

    Core Services

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