Expected GoalsShortlisted for the William Hill Sports Book of the Year Award 2022. Football has always measured success by what you win, but only in the last twenty years have clubs started to think about how you win. Data has now suffused almost every aspect of how football is played, coached, scouted and consumed. But its not the algorithms or new metrics that have made this change, its the people behind them. This is the story of modern footballs great data