Post by Stats Perform

Trusted sports data can power more than match coverage. Expected Jinx, the Xbox campaign created by Edelman, has been shortlisted for two Gerety Awards and recognised on the Cannes Lions 2026 Entertainment Lions for Gaming shortlist. The campaign taps into something every football fan understands: the fear of saying the wrong thing and accidentally jinxing their team before the final whistle. Opta data helped bring that idea to life, giving the campaign a credible football foundation and showing how trusted sports data can support creative experiences across sport, gaming and culture. Congratulations to everyone involved across XBOX, Edelman, COPA90 and the wider Expected Jinx team, including Opta’s Ben J. and Jonny Whitmore. See how brands are turning sports data into content that connects with fans 👇 https://bit.ly/4etiVzP