Elizabeth J. Luna founded Sports Player Stats in Los Angeles in April 2026, after close to two decades covering sport professionally across Europe and the United States. She grew up in Sweden, where football was less a hobby than a household religion, and carried that obsession west when she relocated to Los Angeles in her twenties. The NFL took hold quickly. So did the NBA. Eventually she was covering both alongside FIFA, cricket, MLB, hockey, and the WNBA, which tells you something about the kind of sports journalist she is. Her work has always started with match data and player statistics, not because numbers are the whole story, but because in her experience they are usually the most honest part of it. She launched Sports Player Stats because she wanted a publication that took every sport seriously on its own terms, one where a cricket innings and an NBA box score received the same standard of analysis. That standard is what she shows up to defend every day.