Squawka

What Squawka does

Squawka is a UK-based digital media company founded in 2012 that operates a football-focused content and statistics platform across six localized country editions (UK, Brazil, Canada, Netherlands, Spain, and the US). The company serves football fans and sports bettors with a combination of editorial content, live match coverage, betting tips and predictions, quizzes, and player/team statistics. Its core product surface includes Match Centres for real-time game coverage, a Comparison Matrix for side-by-side player analysis, and comprehensive league coverage spanning the Premier League, Champions League, La Liga, Bundesliga, Serie A, Ligue 1, and the FIFA World Cup.

The platform's technical foundation rests on its integration with Opta, the authoritative football data provider, which supplies player performance metrics, per-90-minute statistics, fixtures, results, and competition standings. Squawka distributes content through a self-serve website model, an email newsletter with over 20,000 subscribers, and an active social presence on X, Instagram, Facebook, and YouTube. An e-commerce storefront at shop.squawka.com sells football shirts, memorabilia, Panini stickers, and Topps trading cards as a supplementary revenue line.

Monetization is driven primarily by affiliate and referral partnerships with sports betting operators—including Bet365, BetMGM, BetUK, CopyBet, Matchbook, and Fanatics Sportsbook—complemented by display advertising and a smaller casino affiliate vertical covering slot sites, deposit bonuses, and payment-method-specific reviews. The platform is operated by Moneta Communications Ltd., a UK-registered private limited company, with leadership comprising Chief Creative Officer Charlie Ryan, CTO Rodrigo Menegazzo, and Technical Design Lead Chee Diep. Squawka raised $3 million in April 2014 from Forward Partners and NEON Adventures, with no subsequent funding rounds disclosed.

Name

Squawka

Legal name

Moneta Communications Ltd.

Website

https://Squawka.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Squawka is a UK-based digital football media platform operating across six country editions. It serves football fans and sports bettors with Opta-powered statistics, match coverage, editorial content, and affiliate partnerships with bookmakers and online casinos.

Ownership category

akta.pro rank

Product category

Sports Media & Statistics

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Sportsbook Affiliate & Comparison Sites (MPAEAMAA)

akta.pro secondary industry

Sports Data/Stats & Betting Rights Distribution (Official Data Feeds) (MPABAJAL)

Keywords

• Football statistics
• Sports betting tips
• Match centre data
• Football news platform
• Betting affiliate marketing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Affiliate/Referral Marketing: Referral partnerships with sports betting operators including Bet365, BetMGM, BetUK, CopyBet, Matchbook, and Fanatics Sportsbook. Earns commissions for user referrals who sign up or bet with partnered bookmakers.
2. Display Advertising: Banner advertising on the platform including display ads for betting operators and sports brands
3. E-commerce Merchandise: Online shop selling football shirts, memorabilia, Panini Premier League stickers, and Topps trading cards

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Squawka is a digital football media platform that provides live match centres, comprehensive player and team statistics, betting tips and predictions, outright odds, and editorial football content, all powered by Opta data. The platform also operates an e-commerce shop selling football shirts, memorabilia, and trading cards, while monetizing its audience through display advertising and affiliate partnerships with sports betting operators.

Product overview

Squawka is a unified football media and betting platform offering news, live match coverage, comprehensive statistics, and betting content. The core offering consists of Match Centres, Stats, Betting Tips, Outright Odds, and a Comparison Matrix for player statistics. Additional content includes Features, News, Quizzes, and Gaming sections. The platform operates affiliate partnerships for Bookmakers and Casino reviews, and maintains an e-commerce Shop for merchandise and trading cards. All statistical data is powered by Opta.

Differentiator

Problem solved

Functional benefit

Products and services

• Match Centres Interactive match center pages providing real-time match coverage, live scoring, fixtures, results, and statistics for football games across major leagues and competitions including the Premier League, Champions League, La Liga, Bundesliga, Serie A, and World Cup.
• Football Statistics Platform Comprehensive football statistics platform offering player and team data across competitions including Premier League, Champions League, La Liga, Bundesliga, Serie A, and World Cup, powered by Opta data with per-90-minute metrics.
• Comparison Matrix Player and team comparison tool enabling side-by-side statistical analysis of footballers across metrics such as chances created, passes attempted, and forward passes.
• Betting Tips & Predictions Expert betting advice and predictions covering various markets including accumulators, BTTS, over/under goals, correct score, and anytime goalscorer across multiple leagues and competitions.
• Outright Odds Long-term betting markets covering league titles, relegation, top four finishes, and manager sack races for major competitions including the Premier League, Champions League, and Europa League.
• Bookmaker Reviews & Recommendations Reviews, rankings, and comparisons of betting sites including free bet offers, betting apps, and payment methods such as Apple Pay and PayPal, monetized via affiliate referral partnerships.
• Online Casino Reviews Online casino reviews and rankings including slot sites, deposit bonuses, and payment options such as Trustly, PayPal, £5 and £10 deposit casinos.
• Squawka Shop E-commerce store selling football shirts, memorabilia, Panini Premier League stickers, and Topps trading cards.

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• OptacoreTechnology or IntegrationOpta is the primary data provider powering Squawka's statistics platform. Integration provides comprehensive football statistics including player performance metrics, match data, and competition standings across all covered leagues.
• Bet365majorGTM or Marketing PartnerFeatured betting site with dedicated review page and promotional offers. Squawka earns affiliate commissions for referring users who sign up and bet with Bet365.
• BetMGMmajorGTM or Marketing PartnerFeatured betting operator with promotional offers (Bet and Get up to $1000 No Sweat Bets). Squawka earns referral fees for US-market betting signups.
• BetUKminorGTM or Marketing PartnerUK-focused betting site partner with signup offer promotions. Affiliate relationship driving UK market traffic.
• CopyBetminorGTM or Marketing PartnerBetting operator featured in bookmaker recommendations with review page on Squawka. Affiliate referral partnership.
• MatchbookminorGTM or Marketing PartnerBetting exchange partner with display advertising and affiliate links featured on the platform.
• Fanatics Betting PartnersminorGTM or Marketing PartnerFanatics Sportsbook affiliate partnership targeting US market with promotional offers and tracking links.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Oddschecker: UK-based odds comparison and sports betting affiliate site, sharing Squawka's core business model of monetizing football traffic through sportsbook referral commissions and bookmaker reviews. Direct competitor in the affiliate/comparison category.
• WhoScored: Football statistics platform providing detailed player ratings, match data, and competition coverage. Closely comparable to Squawka on the stats/Opta-powered data side, with similar football fan target audience.
• Sporting Life: UK sports media site covering football and other sports, with integrated betting tips, odds, and bookmaker affiliate content. Directly comparable to Squawka as a football-focused content and affiliate site targeting the same UK betting audience.
• Soccerway: Global football statistics and results platform covering fixtures, standings, and team data across dozens of leagues. Closely comparable to Squawka on the statistics/fixtures side of the offering, with similar target audience of football fans.
• TeamTalk: UK football-focused media site with transfer news, match coverage, and betting tips integrated with sportsbook affiliate content. Directly comparable to Squawka on editorial content + betting affiliate monetization in the UK football vertical.
• Football Whispers: Football predictions and betting tips platform with bookmaker affiliate monetization. Directly comparable to Squawka in the football tipster/affiliate space, targeting the same sports bettor and football fan segments in the UK market.

Broad incumbents

• Flashscore: Large-scale live scores and sports statistics platform with global coverage across many sports. Comparable to Squawka on live match data and multi-competition coverage but operates at significantly larger scale with native mobile apps.
• LiveScore: Established live scores, results, and betting-affiliated sports media platform operating globally. Comparable in monetizing real-time sports data traffic through betting partnerships, but at substantially larger scale and with mobile app presence.
• Goal.com: Major global football media brand offering news, live scores, and betting content with betting operator integrations. Comparable to Squawka as a football media platform with betting monetization, but operates at a vastly larger scale as part of a wider sports portfolio.

Others

• Stats Perform (Opta): Parent provider of Opta sports data, Squawka's core data partner. Listed as a peer because the relationship is critical infrastructure rather than competition, but it powers Squawka's differentiating data advantage and represents a key ecosystem dependency.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/squawka
• YouTubeyoutube.com/channel/UC_QgsfA8W1TdLADOz0txpTg
• Facebookfacebook.com/SquawkaFootball
• Instagraminstagram.com/squawkafootball
• LinkedInlinkedin.com/company/squawka

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Squawka