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

Xbox set out to create an impactful campaign using data—and ended up tapping into something much bigger. Joined by Johnny Whitmore (Opta / Stats Perform) and James Donovan (Edelman), we explore how the xJinx 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. What once sat behind the scenes is now driving fan engagement, conversation and real brand value. A look at how the smartest players in sport are turning numbers into meaningful experiences that cut through.Key Topics:How did data evolve into a core content strategy in sport?Why are brands like Xbox investing in data-driven fan experiences?What role does Opta's credibility play in making data engaging?How can data unlock new commercial and sponsorship value?How can complex data be transformed into something fans actually want to engage with and share?