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Fan Experience

Brentford to set Premier League first with data-driven highlights

Featured image credit: Buckingham Group

Featured image credit: Buckingham Group

Brentford has claimed a Premier League first by announcing that fans attending fixtures at Gtech Community Stadium will be able to view data-driven highlights of games.

Brentford has teamed up with Genius Sports, official tracking data and analytics partner to the Premier League, for the venture, which will debut for Saturday’s match against Sheffield United and continue for the remainder of the season.

In-game replays will be made available 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 them to leverage a completely new ad inventory with placements in prime viewing positions above the goals.

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

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, with the venture announced today (Tuesday) intending to provide Brentford fans with vital context to every play.

Steve Watts, marketing services director at Brentford, said: “Everything we do at Brentford is through a fan-first perspective. Whilst 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 of 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.”