The Brief
Premier League club Brentford FC wanted to create richer, more immersive live sports and highlight content for their owned channels. The London-based club briefed Genius Sports to:
The Challenge
Sponsors no longer just want their logo on a pitchside LED board, and gone are the days where sports fans focus 100% of their attention on the live action itself.
Brentford FC, like many teams, needed to elevate its digital content strategy and in-stadium experience in a world where 34% of fans aged 18-24 prefer highlights to the full game, and 44% of fans look up stats when watching the action.
With sponsorship rights, British home & garden ware manufacturer Gtech recognised an opportunity to deepen its affinity with Brentford FC fans by aligning its brand closely with the emotion of the live game, including goals and other high-octane moments.
The Solution
Made possible by GeniusIQ, our next-generation data and AI platform, Genius Sports and Brentford FC joined forces to deliver first-of-a-kind augmented, data-driven highlight clips on the big screens in the Gtech Community Stadium and across Brentford FC’s social media channels.
The AI-generated highlight content included unique data graphic overlays of player names, shot trails, shot speeds and a full pitch mini-map. Revolutionary new sponsorable ad inventory placed Gtech’s logo at the heart of the action, including directly above the goal whenever Brentford FC scored.
Genius’ Dragon camera system automatically captured 10,000 surface mesh data points, multiple times per second, per Brentford FC player, before the GeniusIQ platform contextualised live data to deliver the augmented highlights at key moments, like after a shot or goal.
The Result
A first in the Premier League, Genius Sports powered augmented highlights and graphic overlays at Brentford FC’s Gtech Community Stadium, delivering a number of key outputs:
