Abstract
Over the past decade, football analytics has transformed how the game is played, understood, and
managed, primarily in elite European contexts. Football analytics refers to the use of data-driven methods to evaluate tactics, player performance, recruitment, and decision-making across all levels of the
sport. Yet little is known about how data practices take shape in low-resource environments, especially in
the Global South. This thesis investigates the emergence of Indian football analytics as a decentralised,
digitally scaffolded ecosystem, driven by informal learning, frugal innovation, and community-led mentorship. Drawing on digital ethnography, semi-structured interviews, and social media shadowing, this
research traces how aspiring analysts build careers, collaborate, and gain legitimacy in the absence of
formal training pathways. Participants describe a rich peer-to-peer learning culture enabled by opensource tools, public data, and social media platforms. Knowledge circulates through blogs, repositories,
newsletters, and YouTube videos, creating a porous but potent apprenticeship network. The thesis identifies four key dynamics that shape this ecosystem: (1) informal learning and community mentorship
as alternatives to institutional training, (2) institutional frictions that limit the uptake of data in football clubs, despite analyst expertise, (3) frugal innovation and grassroots tooling to bypass infrastructure
gaps, and (4) social media as a hiring and visibility pipeline. Together, these themes reveal an ecosystem
that enables participation while denying long-term stability, where analysts must continuously navigate
precarious labour conditions, shifting legitimacy structures, and platform pressures. By centring the
everyday practices and lived experiences of Indian football analysts, this study makes three core contributions. First, it offers an empirically grounded account of how decentralised analytics infrastructures
operate in the Global South. Second, it highlights how frugality and informality can be generative forces
in technological learning and labour. Third, it calls attention to the politics of visibility, credibility, and
care in informal data ecosystems. This work contributes to ongoing conversations in HCI and ICTD
around alternative infrastructures, peer learning, and the ethics of digital labour. It concludes by offering design-oriented suggestions to support more sustainable, equitable pathways for young data workers
in sport.