The sports betting market has emerged as one of the most lucrative markets in recent years. Trading in sports betting markets entails predicting odd movements in order to bet on an outcome, whilst also betting on the opposite outcome, at different odds in order to make a profit, regardless of the final result. These markets are mainly composed by humans, which take decisions according to their past experience in these markets. However, human rational reasoning is limited when taking quick decisions, being influenced by emotional factors and offering limited calibration capabilities for estimating probabilities. In this paper, we show how artificial techniques could be applied to this field and demonstrate that they can outperform even the bevahior of high-experienced humans. 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