Turning data into content: How brands are winning in sports marketing

Stats Perform’s Director of Analytics, Jonny Whitmore, recently appeared as a guest on SportPro’s StreamTime Sports podcast, where he joined Edelman’s James Donovan to discuss how both organisations collaborated on the recent launch of Xbox’s Expected Jinx campaign.

Powered by Opta’s Live Win Probability data, Expected Jinx taps into the tension and anxieties experienced by many football fans around the world, who fear that their presence, rituals or even the way they watch a match could somehow jinx their team and be the real reason behind their bad luck.

In the episode, Jonny and James discuss how the campaign turned data into something fans could connect with, share and talk about, reflecting a wider shift happening across sport: data is no longer just analysis—it’s becoming a core part of content, storytelling and commercial strategy.

You can watch and listen to the episode now via the embedded player below.

For more information on how Stats Perform is helping brands create more exciting, memorable and measurable campaigns using trusted Opta sports data, visit our Brands and Agencies page.