Source: SportsPro
Artificial Intelligence (AI) is no longer on the horizon for the sports industry—it’s already here. From tactical planning to audience interaction, AI is transforming how sport is played, presented, and commercialised.
At the recent Opta Forum 2025 in New York City, Andrew Skweres, Senior Vice President at Stats Perform, laid out a compelling vision for how AI-generated data can unlock a new layer of value for clubs, sponsors, broadcasters, and fans. Speaking to SportsPro, Skweres highlighted how AI-driven sports data is fast becoming a highly monetisable asset class—one with the potential to fuel both storytelling and sponsorship at scale.
The Rise of Data as Commercial Inventory
In Skweres’ view, traditional physical sponsorship inventory—such as LED boards, shirts, or on-site activations—is now being complemented by dynamic, shareable digital content. That content is powered by data.
“Clubs and media organisations can now create high-quality branded activations without the need for complex design or editorial teams,” Skweres explained. The result? Sponsor content that feels integrated, authentic, and genuinely valuable to fans.
Modern audiences are more informed and engaged than ever before. And they expect storytelling that enhances their understanding of the game. AI tools like OptaAI Studio are enabling brands to tap into that expectation—creating graphics, visual stats, and on-the-fly insights that amplify the viewing experience and drive brand connection.
Enhancing the Moment with Context
A core advantage of AI-powered data is its ability to contextualise the action in real time. Rather than simply witnessing a key moment, fans are given the “why” behind it—deepening emotional engagement and helping brands attach themselves to meaning, not just moments.
Examples include:
- Monster Energy’s sponsorship of Brighton FC’s player heatmaps, which break down positioning and tactical structure.
- Penn West University’s integration of data into broadcasts, helping audiences understand the strategic significance of in-game decisions.
In each case, the emphasis is on increasing the fan’s understanding—and in turn, their connection to the sponsor.
Data as a New Asset Class
The appetite for real-time insights is not limited to broadcasters. According to Stats Perform, nearly half of all viewers actively seek stats while watching matches. Clubs like Slavia Prague report that 70% of their fans use the official app weekly to track team metrics.
Meanwhile, younger match-goers increasingly demand the same analysis inside stadiums that they get from the comfort of their couch. For sponsors, that means huge opportunities to bring insight-based activations to fans at every touchpoint—whether at home, online, or in the stands.
Creating New Revenue Streams
Producing branded content used to require full creative departments. Now, with tools like OptaAI Studio, even smaller organisations can scale up their inventory and storytelling without a heavy lift.
This self-service approach is one reason brands and rights-holders are embracing data-led activations: they’re cost-effective, fast to produce, and often picked up by editorial outlets, creating exponential reach.
Case Studies in Data-Driven Sponsorship
Three standout campaigns show just how impactful these activations can be:
- FC Barcelona x Stanley Tools – “Best Built Goal”
A campaign that visualised the team effort behind key goals using Opta data. These visuals racked up hundreds of thousands of social interactions, aligning Stanley’s brand with precision and teamwork. - Oracle x AFC Bournemouth – “Most Heroic Comeback” Award
Using Opta’s Live Win Probability metric, Oracle celebrated Bournemouth’s resilience with an exclusive award. The activation reinforced the brand’s values and generated buzz among fans and media. - Sage x Rugby Sponsorships – Integrated Content Ecosystem
Sage embedded Opta graphics into broadcast, social, and podcast platforms. Their collaboration with the For the Love of Rugby podcast produced over 30 episodes during the Six Nations, racking up more than a million YouTube views—all laced with data-driven, Sage-branded insights.
Integrated Storytelling in Practice
The A-Leagues in Australia have also benefited from integrating AI into their digital offerings. By embedding Opta Stream, a real-time match centre, into official platforms, they created immersive fan experiences backed by sponsor-ready visual assets. The result: improved engagement and a fresh wave of sponsor interest.
What’s Next?
Looking ahead, Stats Perform is developing two major new metrics:
- Off-Ball Runs – measuring movement that creates space or disrupts defences without touching the ball.
- Playing Styles – analysing how teams perform across phases of play and game states.
These innovations aim to expand fan understanding even further—fueling a new era of context-rich storytelling for sponsors and broadcasters alike.
And with a major product rollout planned for late 2025, Stats Perform’s blend of AI and data is only getting more advanced.
Final Thoughts
The sports industry is entering an age where data isn’t just information—it’s inventory. For sponsors, leagues, and teams, the ability to capture, interpret, and package that data is becoming a key differentiator.
As fan expectations evolve, so must the content and experiences delivered to them. With AI at the core, a new chapter of interactive, intelligent sports storytelling is just beginning.
Credit: SportsPro
Original reporting and insights from the interview with Andrew Skweres at the 2025 Opta Forum.
