UP402 Next Level Storytelling: How biometric data changed the game

Performance data has long played a role in the way sport is presented on television. From football to formula one, we’re familiar with commentators referencing statistics to help explain what we’re watching.  But increasingly, the most sought after data points are those that exist within the body of the athlete. Heart rate and other biometric data is fast becoming a storytelling device to illuminate and augment what we see on our screen. But how does it work? Who is it really aimed at? How much does it cost and who’s paying? To answer these and many other questions we’ve put together the supply chain of the key players who are charged with delivering next generation sports coverage, and who are telling stories that deliver biometric data of athletes in real time. Guests:James Haigh is co-CEO and co-Founder of We Are Sweet, a technology company servicing many leading sports rights holders with content-driven digital platforms. Barry Flanigan is chief strategy officer at Aurora Media Worldwide, sports production company.Sam Renouf is CEO of PTO, the Professional Triathletes OrganisationUnofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry. To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartnerWe publish two podcasts each week, on Tuesday and Friday. These are deep conversations with smart people from inside and outside sport. Our entire back catalogue of 500 sports business conversations are available free of charge here. Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app. If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.