Pete sits down with Graeme Acheson, founder of Sports4Cast, the data driven modelling platform recently reviewed in SBC Magazine 161.
Graeme explains how a background in accountancy and risk analytics evolved into building forecasting models across rugby, football and baseball. What began as a passion project tracking rugby rankings developed into a fully automated betting model designed to identify bookmaker mispricing through probability accuracy.
The discussion centres on rugby, where the model has produced a double digit ROI over the past 12 months, and why thinner, less efficient markets can offer opportunity for disciplined bettors. Graeme breaks down the distinction between prediction and probability, how his dynamic system adapts to market movement, and why timing can matter as much as selection.
The conversation then moves beyond betting, exploring how the same ranking methodology has been used by football clubs such as Sunderland to help shortlist managers and guide season level decision making.
Finally, Graeme outlines plans to expand into further sports, the challenges of modelling sharper markets like football, and why simple principles, applied consistently with good data, can still uncover edges in 2026.
Topics covered include
- From chartered accountant to sports modelling founder
- How rugby rankings evolved into a betting model
- Why rugby markets are less efficient than football
- Why early week pricing can offer stronger edges
- Liquidity trade offs and closing line efficiency
- Using A, B and C bet gradings to manage risk
- Fully automated modelling and hourly odds updates
- Working with betting syndicates vs retail bettors
- Applying ranking systems to football manager recruitment
- Data driven shortlisting at Sunderland
- Season targeting models and decision support for clubs
- Expanding into football, baseball and future sports
- Why probability accuracy matters more than picking winners
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Resources & Mentions
Key quotes and pull outs
On how it started
“I didn’t start doing it for betting. I just enjoyed making the predictions and seeing how accurate they were.”
“The first question everybody would always ask was, do you use these for betting?”
On rugby as a betting market
“There’s always something going on in rugby, and it’s not priced as efficiently as football.”
“The mispricings in some of the smaller rugby leagues are almost farcical.”
“Three or four days out you’ll see plenty of good opportunities. The trade off is limits.”
On Using The Sports4Cast Service
"The system is constantly updating. Every hour the recommendations can change.”
“Different users will see different opportunities depending on when they log in.”
On Syndicates and Scale
“I speak to a couple of syndicates who take the responsibility of getting the bets down. That allows you to get some skin in the game without the admin of keeping accounts open.”
“If you have the execution in place, there is definitely scale there in rugby.”
On working with football clubs
“If a manager consistently joins clubs and leaves them at a much higher ranking, they must be doing something right.”
“You never blindly follow the data. You match the quantitative with the qualitative.”
“It just gives clubs a grounding. You’re not sticking your finger in the air.”
Graeme Acheson: Finding a Rugby Betting Edge & Sunderland Managers
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