For the latest news and insights, please follow x+y on LinkedIn
Local and Global Audiences
​
x+y has partnered with a leading global sports organisation to help drive viewership, engagement, and ticket sales ahead of two of the world’s biggest tournaments. Our work focused on understanding how content performs across regions — from social strategy to marketing execution.
​
By analysing clubs, leagues, influencer partnerships and campaigns in key markets, we identified what drives attention and action locally and globally. These insights helped shape region-specific plans, aligning audience behaviour with commercial outcomes across content, platforms, and partners.
Soccer7sSeries
The team at x+y has been delighted to support the Soccer7sSeries - helping bring a bold new tournament to life in Singapore this July.
'Where Legends Meet Rising Stars', teams to compete include:
Borussia Dortmund, Hashtag United, QPR FC, Sport Club Corinthians Paulista, Coventry City Football Club, Shanghai Shenhua F.C., Geylang International Football Club, Selangor FC, Persib Bandung, Vasco da Gama SAF, and Singapore Football Club.
Strikr
Strikr is reshaping how boxing engages fight fans, and x+y is proud to support the strategy behind it.
From a near-real-time view of over 2,500 fighters and the broader combat sports ecosystem, to a creator-led distribution model tailored and simulated for each market, by channel and format. It’s about meeting fans where they are, not where they used to be.
Data vs Geography
At x+y, we’ve introduced a series of updatable visualizations to our playbook, enabling us to layer our real-time datasets geographically.
​
These visualizations can illustrate the interplay between partnerships, sponsor value, and opportunities versus local, national, global, or demographic engagement in the context of other markets, teams and athletes, both in volume and proximity.
Whether you're an investor exploring assets, a sponsor evaluating athlete collaborations or a team illustrating value, strategizing for matches and activations, the ability to pinpoint underserved ' Blue Oceans' can unlock untapped potential.
Player Valuations
In May of 2024, x+y's Artificial Intelligence notified the team of an anomaly in our data: Manchester City's young and rising star, Jaden Heskey, driven by being named U18 Man City Player of the Season and Premier League Academy Player of the Year, was acquiring more engagement in the UK and Manchester than his club.
​​
Peri Antoniou, a team member at x+y, shared the information with Emile Heskey, who has since joined Peri in working to better align player value with meaningful value, for the benefit of sponsors, marketing campaigns and the players themselves.​
Sports’ market research 3.0
x+y was hugely grateful that industry leader Roger Mitchell took the time to learn about x+y and profile our vision in the Albachiara Sunday Column. Read the full article here.
NRL KO Las Vegas
Working together with 44FiftyFive, x+y utilized its proprietary data tools to optimize the NRL's marketing strategies. The team identified partners and NRL assets that engage highly within specific regions and demographics. By promoting both value and meaningful ROIs, such as ticket sales, they were able to demonstrate why more affordable assets, such as Keith Lee, the Golden Knights, and the Aces, are a better use of a marketing budget than higher-profile names like Floyd Mayweather or Mark Wahlberg.
CSG Ventures
x+y partnered with CSG Ventures to explore the viability of an investment. The x+y terminal visualized and evaluated data, benchmarking against others to help establish the scale of opportunity.
The Rugby DAO
The RugbyDAO is a game-changing project that brings fans together to create new ideas and shape the future of rugby. x+y has been supporting this great group of innovators in taking a data-driven approach to pursuing change for the benefit of the sport.
​
The RugbyDAO is a W3SV project.
The Las Vegas Beacon
As collaborators on the Las Vegas Beacon project, x+y designed the brand while working with third-party experts to prepare an investment prospectus. We utilized data to measure sports fans and their engagement levels to model audience demographics and create a compelling proposition. Finally, we created marketing and social strategies that are ready to be executed upon approval of the stadium development.