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Pelly scores pre-seed investment


Pelly's founding team (Stephen Hickingbotham, Iwan Pritchard and Tomos Owen) walking outside of M-SParc.

We founded Pelly with the mission to redefine how sports organisations manage their operations and make decisions. With our platform, we're empowering clubs to transform their operations and stay ahead in a highly competitive industry.


Now, we're taking a major step forward.


We're excited to announce that Pelly has raised pre-seed funding, led by a syndicate of angel investors, and part-matched by the Development Bank of Wales' Angel Co-Fund. This funding will accelerate our vision to build the definitive platform for sports operations management.


Why we raised funding

The sports industry is rapidly evolving. While data has become central to decision-making, football clubs still struggle to transform large amounts of data to meaningful action. That's why we created Pelly—to bridge the gap between data and decisions.


We're building a platform that empowers sporting organisations to streamline their operations, connect their data sources, and make better decisions - on and off the pitch - by focussing on what matters most. Simply, we help clubs turn insights in actions.


This funding round allows us to:

  • Scale our platform development to meet the needs of clubs worldwide.

  • Enhance our AI capabilities to provide even more practical and impactful value to our users.

  • Expand our reach as we prepare to go to market.


What we're building

Pelly isn't just another sports management tool—it’s a reimagining of what's possible for the future of sports operations. Our vision focuses on three pillars:


  1. Transforming recruitment operations: Giving clubs the tools to effectively manage their players, coaches, and staff.

  2. Streamline decision-making: Delivering AI-driven insights that inform every aspect of club operations

  3. Seamless integration: Providing a data-agnostic platform that works with any system or data source.


We've already partnered with eight football clubs to test and refine our product, and the feedback has been overwhelmingly positive. With over 100 industry professionals consulted and collaborations with international academic institutions, we're building something truly special.


Supported by an incredible network

We're fortunate to be backed by a remarkable group of investors and have received invaluable guidance from mentors like Ian Brookes and Barbara Want, whose expertise and encouragement have propelled us forward.


Join us on our journey

This funding is just the beginning. With the support of our investors, advisors, and partners, we're ready to bring Pelly to the world and revolutionise sports operations management.


If you're as excited about the future of sports technology as we are, we'd love to connect.


Join the waitlist for early-access and discounts.


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