Brentford FC partners with Genius Sports for augmented, AI-powered in-game highlights at Gtech Stadium

Brentford FC fans attending the fixture against Sheffield United this weekend and any games for the remainder of the season will have their matchday experience enhanced as the club have partnered with Genius Sports to provide data-driven highlights for fans in venue and across social media.

A first in the Premier League, the Gtech Community Stadium will see in-game replays with augmented highlights including shot speeds, shot trails, player names and pitch maps. Gtech’s logo will be embedded within the new augmented clips allowing Gtech to leverage a completely new ad inventory with placements in prime viewing position above the goals.

Highlights with the metrics will also be shared on social media post-match powered by Gtech, Brentford FC’s stadium naming rights partner since July 2022.

As the official tracking data and analytics partner to the Premier League, Genius Sports’ Dragon technology captures 10,000 surface mesh data points per player, over 200 times per second for every Brentford game.

Dragon applies computer vision to combine rich tracking data with broadcast video in real-time providing Brentford fans with vital context to every play. For example, by understanding what is happening in the game, Dragon will automatically detect shots and display the Gtech logo above the goal at that time, providing crucial brand visibility when audiences are at their most engaged.

Steve Watts, marketing services director at Brentford FC, commented: “Everything we do at Brentford is through a fan-first perspective. While we rate highly for matchday experience, we are always looking at ways we can improve and add something a little different when attending a game at the Gtech. As a club that owes much to a data-driven approach, we wanted to meet the appetite for fans who are also extremely interested in this aspect of the game. We think the additional analysis will be enjoyed by the majority of fans whether attending in person or post-match on socials.”

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