But teams and sponsors can take data a step beyond the playing field and move it directly into their marketing.

Partnering with EPL club Brentford FC’s men’s and women’s teams this season, Genius Sports provided data-driven match highlights in the club’s home—Gtech Community Stadium—and across social media. Debuting the technology during a men’s matchup with Sheffield United, Brentford augmented in-game replays on stadium screens with graphics for player names, shot speeds, shot trails and the pitch map—all presented with small appliance manufacturer Gtech’s logo.

“​​With that 3D-immersive inventory, this is the first step into being able to process any live stream and make that programmatically available,” Puentes said. “That’s where we’re going—that’s not there yet—but we’re taking technological advancements and capabilities to bring 3D-immersive experiences to audiences.”

Using Genius Sports’ Dragon product, Brentford has Genius Sports capture 10,000 surface data points per player more than 200 times per second for every match. When the technology detects a player taking a shot, the big screens above the stadium goals automatically display the Gtech logo above the goal. Fans get the metric- and graphic-laden highlights on social media after each match, Genius Sports gets the data and Brentford and Gtech get another wrinkle to their sponsorship agreement. 

With Genius Sports already providing data-driven alternate broadcasts for the Premier League, NFL and NBA through Premier League Productions, CBS, Prime Video and ESPN, it sees more opportunity for brands to buy in. While new technologies can capture sports moments for brands as they happen, they can also personalize them for specific fans based on profiles like Genius Sports’ FanHubID.

“We also can display a brand that we know that you would have a high propensity for because we know you across platforms, across teams, across leagues and [across] your affinity towards particular brands,” Puentes said. “Now we’re tying it all together.”