After taking various analytics, statistics, and investments classes, as well as my experience with betting and handicapping, I strongly feel that the two best ways to win money in any market, be it football betting, stock market, bond market, etc is two ways:
1. Find out when the market is incorrectly pricing information available (knowing that a player who's injured is worth more than the market thinks, conference/division is worse/better than the market thinks, knowing that a company's capital/investment decisions are better/worse than the market thinks, etc)
2. Find value in something when others are running the other way (undervalued stocks during a recession/slump, undervalued team when they have struggled, etc)