For 30 years, Opta has built the trusted data foundation behind how sport is understood and experienced, with women’s sport part of that story from the start.
For decades, we have been collecting, analysing and bringing women’s sports data to life, helping broadcasters, publishers, leagues, federations and digital platforms tell the stories behind the game.
Because a score tells you what happened. Data can tell you why it mattered.
It can reveal a record. Put a performance into historical context. Uncover a rising star. Or explain something fans could see happening but couldn't yet quantify.
And now, the depth of those stories is growing.
For Brazil 2027, our Women’s World Cup data will be deeper than ever, combining decades of historical Opta data with the richness of Opta Vision.
By combining traditional event data with tracking data, Opta Vision captures a much richer picture of what happens on the pitch, including how players perform under pressure, their movement and positioning, and the spaces that shape the game.
We saw the potential across the 2025 UEFA Women’s Euros. Across the tournament, Opta Vision revealed that Spain's Patri Guijarro made the most line-breaking passes leading to both shots (15) and goals (4) at the 2025 UEFA Women's EURO. It gave storytellers a new way to quantify and explain what made her performance exceptional right at the heart of Spain’s midfield.
For Brazil 2027, that means new ways to understand performances, uncover stories and connect the tournament’s stars with the players, teams and moments that have shaped Women’s World Cup history.
And we’re taking that storytelling to another level for Brazil, combining the deepest Women’s World Cup data we’ve ever had with Opta Vision and AI-powered tools to uncover and tell stories in ways that simply haven’t been possible before.
Thirty years of trusted data gives us the history. Opta Vision gives us new depth. And AI is changing how quickly we can unlock it.
Finding the story while the moment is still happening
The next evolution is Opta AI Studio bringing together Stats Perform’s trusted sports data and AI technology to unlock that intelligence at the speed modern fandom demands.
Opta Search can uncover stories across decades of data before the match. Opta Live can surface insights as the action unfolds. Opta Graphics can turn those insights into visual stories ready to share. And Opta Pulse can create and publish highlights at scale.
The technology matters because of what it allows storytellers to do: find the story while the moment is still happening.
We saw that during England’s run to the UEFA Women’s Euro 2025 title.
As the final unfolded, Opta Live surfaced that England had spent just four minutes and 52 seconds ahead across the entire knockout stage. The fewest leading minutes by any team to win the knockout stages of a Women’s Euros or Women’s World Cup.
Within seconds, that insight had moved from the data into the BBC broadcast, where Gabby Logan used it to help tell the story of England’s extraordinary route to the title. Moreover, it then powered conversation across social media.
That is the opportunity: turning what is happening on the pitch into a story while millions of fans are still experiencing the moment.
Now imagine that at Brazil 2027.
It can be a Women’s World Cup where we tell stories we have never been able to tell before, finding them faster, understanding them more deeply and bringing them to fans while the moment still matters.
From sponsorship to participation
That creates an equally exciting opportunity for brands.
Women’s sports audiences are not simply paying attention to whether brands invest, but to how they show up. Nielsen research found that 69% of consumers view brands more positively when they partner with athletes connected to their interests, while 60% of women’s sports fans have switched brands because of a company’s values or actions.
The relationship is particularly powerful among younger audiences. Parity research found Gen Z consumers are 25% more likely to trust a brand because of women’s sports sponsorship and 35% more likely to buy from brands sponsoring women athletes.
The message is clear: showing up is not enough. How a brand shows up matters.
The opportunity is to move from sponsorship to participation – using the things fans already care about to create experiences that are useful, entertaining and authentic.
That is increasingly how we think about brand partnerships at Stats Perform: not simply putting a brand alongside the fan experience but using trusted data and creativity to make that experience better.
And some of our award-winning work over the past 12 months shows what that can look like.
Turning trusted data into ideas fans want to be part of
With Xbox Expected Jinx, we started with something embedded in football culture: the belief among fans that somehow, they might be the reason their team loses.
Rather than interrupt that conversation with a traditional campaign, Xbox and Opta created a new statistic for it: Expected Jinx, or xJ.
Using trusted Opta data, fans could upload their match history and discover whether the evidence really did suggest they were a jinx for their team.
The campaign generated 138 million impressions, 8.5 million views and 46,000 engagements, alongside a 15% sales uplift.
But the bigger lesson wasn't simply the reach. Xbox didn't interrupt the fan conversation, it joined it.
Our work with Capgemini and World Rugby on TryZone IQ started with a different challenge: helping new audiences understand women’s rugby and discover the athletes at the heart of it.
TryZone IQ turned thousands of live data points into accessible stories that answered the questions a newer fan might have: Why did that moment matter? Why has momentum shifted? Why is this player having such an impact?
The results showed what can happen when a brand contributes something genuinely useful to the fan experience. The tournament generated more than one billion social impressions, women represented two-thirds of new followers, and Capgemini recorded a 29% uplift in brand awareness and a 49% uplift in brand affinity among Gen Z.
Two very different ideas. One common principle.
Expected Jinx used data to make fans feel something. TryZone IQ used data to help fans discover something.
Both put the fan first. And both show how trusted data can help brands build community, deepen fandom and create measurable value.
What could that look like in Brazil?
That is what makes Brazil 2027 so exciting.
Imagine brands using Opta intelligence to help fans discover the tournament’s breakout players. Owning the predictions people debate before a ball is kicked. Turning extraordinary performances into visual stories in real time. Creating experiences around the records, rivalries and moments that become part of World Cup culture.
A brand doesn't have to own the sporting moment to add something meaningful to it.
The opportunity is not simply to put a logo in front of an audience. It is to give that audience something worth engaging with.
And that takes us back to the opportunity facing women’s sport as a whole.
Attention is the starting point. What we create around that attention will determine what comes next.
With deeper data, new AI-powered storytelling tools and brands willing to become part of the fan experience rather than simply appear alongside it, Brazil 2027 gives us the opportunity to turn a global moment into something much bigger: deeper engagement, stronger communities and fandom that lasts long after the final whistle.
That is how we turn attention into fandom and fandom into value; not by just sponsoring the story, but helping to create it.
Stats Perform is a proud sponsor of the Women's Sport Summit, looking to meet with companies in this space. If that’s you, grab your ticket to meet them at the Emirates Stadium, London, on 6 October and register for the WSS below.
