<p>Xbox set out to create an impactful campaign using data—and ended up tapping into something much bigger. Joined by Johnny Whitmore (Opta / Stats Perform) and James Donovan (Edelman)<strong>,</strong> we explore how the <em>xJinx </em>campaign turned data into something fans could connect with, share and talk about, reflecting a wider shift happening across sport. Data is no longer just analysis—it’s becoming a core part of content, storytelling and commercial strategy. What once sat behind the scenes is now driving fan engagement, conversation and real brand value. A look at how the smartest players in sport are turning numbers into meaningful experiences that cut through.</p><p><br /></p><p>Key Topics:</p><ul><li>How did data evolve into a core content strategy in sport?</li><li>Why are brands like Xbox investing in data-driven fan experiences?</li><li>What role does Opta's credibility play in making data engaging?</li><li>How can data unlock new commercial and sponsorship value?</li><li>How can complex data be transformed into something fans actually want to engage with and share?</li></ul><p></p>