In Focus: PlayMakerAI - Using Football Data For Engaging Football Content Creation

The use of football data has revolutionised areas like analysis and scouting in football. Today, any elite club that is not actively leveraging data is lagging. Words by Daniel Setterwall – PlayMakerAI

When it comes to football content creation, the data revolution still feels like a sleeping giant waiting to be fully awakened.

While clubs and media channels often present statistics related to individual matches—such as passes, shots, possession, xG (Expected Goals) and heatmaps—deeper and more comprehensive use of data remains rare. What’s particularly lacking is the contextualisation of this data over time or the use of more advanced metrics, which could provide fans with richer and more engaging narratives.

Why Football Data Matters For Content Creation

Football is a game of narratives. Fans thrive on storytelling, insights and engaging visuals that help them understand the game from fresh perspectives. Football data, when used effectively, offers a unique tool to build and share those stories. Data isn’t just about cold statistics. It’s about creating exciting visualisations, comparisons and narratives that deepen the fans’ connection to the sport.

Successful Examples of Football Data Usage

The strong interest in football data among fans is already evident across various platforms. Media outlets, social media accounts and our own customer cases have all demonstrated that football data generates significant interest and engagement. For instance, at our company, we have conducted webinars within Swedish football ahead of the start of the football season, attracting thousands of viewers without any marketing efforts. This overwhelming response clearly illustrates the appetite for engaging football data content.

There are several powerful ways football data is currently being used to capture audience interest:

Spider Charts: By visualising strengths and weaknesses across different metrics, spider charts provide a compelling way to present new signings or compare players and teams, condensing massive amounts of data into easily understandable formats.

Ranking Lists: Ranking lists can be used to highlight various aspects of both teams and players. They become particularly insightful when placed in specific contexts. Instead of generic rankings, it is far more interesting to compare players in similar positions or evaluate teams during particular scenarios. For example, comparing wingers based on crosses or examining which teams generate the most xG when trailing provides more relevant insights than broad, unspecific lists.

Moving Beyond xG: Metrics like Expected Threat (xT) provide a more advanced perspective on how players or teams effectively move the ball into dangerous areas. This type of analysis offers a deeper understanding of tactical effectiveness, especially when contextualised over time.

Data-Driven Awards: Our company has also organised what we believe to be the world’s only data-driven player award within Swedish football, where “Player of the Year” is determined entirely by data. This initiative has generated exceptional engagement among Swedish football fans on social media and illustrates the potential for creative business development through data-driven content.

Taking Data Further: Contextual Storytelling

While basic metrics and visualisations can engage fans, one powerful way to enhance storytelling is by creatively pairing data with match footage. For example, showcasing a team’s ability to create chances within the first 8 seconds of winning the ball or illustrating a well-rehearsed pressing strategy becomes even more compelling when combined with visuals. These insights can be packaged into concise, captivating videos for platforms like TikTok, providing fans with valuable information in an easily digestible format.

Additionally, performance tables where clubs are ranked based on actual performance rather than results—using metrics like xP (Expected Points)— can spark debate and engagement by challenging conventional league tables.

Live reporting enhanced with historical data can also be a game-changer. Imagine showing not only a player’s strengths when they enter the pitch but also a team’s typical strategy when chasing a lead. Presenting insights such as how a team generally performs when trailing 0-1 in the 70th minute can offer fans deeper understanding during live matches, enhancing the overall experience.

Challenges, Tools and Opportunities

Using football data for content creation isn’t without its challenges. When a club performs poorly, some fans may criticise the use of statistics as an attempt to paint a rosier picture. However, these comments are not necessarily representative of the broader audience. Even during tough times, fans can appreciate nuanced storytelling that goes beyond just wins and losses.

Moreover, presenting complex data in an understandable way requires expertise in the field. This challenge can be addressed through effective tools that simplify the process of generating insights and visualisations. Fortunately, modern tools now make it possible to quickly produce high-quality visuals and share them directly within content flows, significantly enhancing storytelling potential. For clubs’ content departments or other media it shouldn’t be about spending resources on in-house developers keeping up with specialised companies dedicated to refining football data. Data storytelling is no longer about coding and spending hours in Photoshop. It is one click away!

The Value of Football Data Content

Creating content based on football data can drive both higher engagement rates and new audience segments. Additionally, there are exciting opportunities for creative business development. Sponsors might be interested in associating their brand with for example awards such as “Player of the Month”, heatmaps presented after matches or ranking lists, creating new revenue streams for clubs and media channels. Ultimately, embracing football data is about enhancing storytelling and providing fans with a broader, more nuanced understanding of the sport they love. While the journey toward widespread adoption of data-driven content may be long, the potential to create exciting, insightful and memorable content is already here for those willing to seize the opportunity.

Conclusion

Data offers countless possibilities for creative content creation. From spider charts to xT analysis, performance tables and live reporting enriched with historical data, the tools are readily available. Moreover, with the availability of modern tools that allow for quick insights generation and visualisations, creators can easily export these elements to their content flow. The only question is: Who will lead the charge in turning football data into compelling stories?

Image: Plexels – Neo siam