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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?
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