In Bloomberg Sports’ first expansion outside the United States. the analytics giant launched BSports Football – the European version of its popular NFL and MLB analytics apps – today in London.

However, unlike the American version, which comprises both a professional and a consumer-oriented app, the football app will begin as just a consumer site, with the possibility of expanding into a professional service. For Bloomberg – which created the Bloomberg Terminal for use by companies within the finance industry to monitor and analyse data, and in the shadow of the MLB analytics app which is designed primarily to assist teams and scouts in a professional context – the absence of a professional service is unusual.

BSports Football is a joint venture between Bloomberg Sports and IMG, the massive sports business organisation, and will include a partnership with Gala Coral to engage with consumers on the high street as well as online. IMG CEO Mike Dolan says sport is a microclimate within which there is mass potential for growth, particularly via technology and data analysis.

“We think that this brings together the best of both worlds,” Dolan says. “Underlining our capabilities with tremendous sophistication...so the consumer experience is so incredibly engaging.”

Bloomberg Sports, which began in 2010, will use its football app as a first step in entering the European market. It also has interests in the developing world, particularly Japan and Latin America, as growth markets for sports statistics analysis and technological innovation.

The BSports Football app will provide data analysis on the EPL, La Liga, Serie A, France’s Ligue 1 and the German Bundesliga.