

UP490 Inside Edge - Cricket's Analytics Arms Race
Inside Edge is Unofficial Partner's regular series on the business of cricket, co-hosted by Richard Gillis and Mike Jakeman.
Freddie Wilde represents the new generation of cricket analytics professionals who have emerged to play a central role in team strategy. His journey from journalist to CricViz to England's white-ball analyst, combined with his recent role in RCB's maiden IPL title triumph, positions him as one of cricket's most influential data minds.
Career Trajectory
- 2015-2017: One of CricViz's first employees, joined part-time then full-time
- 2017-2023: Head of Performance Analysis at CricViz (7 years)
- 2021-present: Lead analyst for Oval Invincibles (The Hundred)
- 2022-present: Team analyst for Royal Challengers Bangalore (IPL)
- 2023-present: England white-ball analyst, replacing Nathan Leamon
Major Achievements
- Co-authored "Cricket 2.0: Inside the T20 Revolution" with Tim Wigmore (2019)
- Winner: Wisden Book of the Year 2020 and Telegraph Sports Book Awards
- Data analyst in Royal Challengers Bangalore's maiden IPL title (2025)
- Worked with multiple T20 franchises globally including England and Oval Invincibles.
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