The yellow line has become as synonymous to the game as the green colour on the field and has won multiple Emmy Awards for technical achievement due to its success. The 1st and Ten virtual graphics system has drastically changed the way all sports are watched, and paved the way as the gold standard for integrated graphics.
The bar (or rather yellow line) is high and has offered valuable guard rails for sports executives and producers trying to balance the proliferation of data being collected in sport with the need to amplify the storylines that really matter. Twenty First Group supports Rights Holders, Media, Brands and Betting partners to do exactly that, to leverage data, not for data’s sake but to identify the most compelling stories and bring them to life, in real time and at scale.
Great narrative serves to both strengthen the connection of the most avid fan, and more importantly for our clients battling with other entertainment forms in the attention economy, they want to kickstart the transient fan on a journey to fandom. Narrative is unique commercial currency that can span an entire season long title race, amplify qualification criteria, scrutinise the transfer of athletes and coaches, provoke with the chances of winning or highlight the brilliance and extraordinary skill levels required to beat a record.
But a warning to rights holders: data is not narrative. As the raw ingredient, of course data has a role upstream, in the value chain. But it must be harmonised, processed and positioned to derive the insights that contextualise sport, that educate, captivate and ultimately ignite the passion of fans and keep them coming back for more.
For example, our work with Aon on their Risk and Reward challenge.