Ten Beat lets brands and rightsholders read fandom in real time, five weeks out from the biggest cultural moment sport has ever seen.

NEW YORK: Ten Toes, the sports marketing agency behind work for FIFA, The FA, Matchroom, Nike, Harry Kane, Ferrero, and Visa, today launches Ten Beat, sport's first million-persona intelligence platform.

Ten Beat is the largest behavioral data sample ever built for sport. At its most basic level: imagine wanting to know what hundreds of thousands different types of football fans think about a topic or brand. Before Ten Beat, that would require finding them, surveying them and then waiting weeks to get back bland answers. Now, Ten Toes has built 1 million AI versions of those fans. Each one has a name, a life, a personality, a team, a mood, and an opinion.

They are not made up randomly - they are built from real human behavior data so they think and talk like real people. When questioned, they answer in seconds.

"We've built the largest fan database in sport to truly understand what global fans are thinking and feeling at any given moment," said Ben Weisfeld, Founder and CEO of Ten Toes. "This is a new voice in sports culture, backed by the expertise of an agency that has spent more than a decade in it. With the World Cup imminent, the brands and rightsholders that read fandom fastest will win it, not just before, but during and after the tournament. Ten Beat changes what fast looks like."

Ten Beat is already in use for clients including The FA and Newcastle United, with completed engagements for Coca-Cola and Visa.

The platform arrives at the start of an unprecedented cultural year for sport. The 2026 World Cup will be played across the United States, Canada and Mexico over 39 days and 104 matches, drawing in every major brand category and every major broadcaster on both sides of the Atlantic. Plans are locked. The story now is who reads the tournament best as it unfolds. The traditional research model, which could be four to six weeks per study and up to £100,000 per project, was already broken. Against the velocity of a tournament summer, it is unusable.

Ten Beat gives brands, rightsholders and broadcasters the ability to read what fans think on any question, in any market, at any moment, and have an editorial-grade answer back the same day. No more assumptions. No more extrapolations.

Through the tournament and beyond, Ten Beat will publish original perspectives on the questions sport keeps arguing about, the GOAT debate, the greatest team ever assembled, the best match ever played, and the brands winning and losing the World Cup. Authored by 1 million fans, edited by Ten Toes.

Ten Beat is available now at tenbeat.ai.

About Ten Toes

Ten Toes is a fully committed sports marketing agency with a clear ambition, to bring talent, brands and organisations closer to their fans, and to each other.

Operating at the intersection of sport, culture, creativity and technology, we help our partners maximise the value and opportunity that sport unlocks.

We are trusted by some of the biggest rightsholders in sport, such as FIFA, The FA, Matchroom Boxing and the RFU, to deepen their connections with fans through strategic guidance and development, actionable recommendations, data-driven insight and best-in-class creativity.

We help brands, including Nike, Meta, Visa, Expedia and Just Eat, engage the huge audience that sport commands through strategically led ideas, acts and content, underpinned by insights and data.

And finally, we build off-pitch profiles for sporting icons like England internationals Harry Kane and Alessia Russo, and England and British and Irish Lions Captain Maro Itoje.

Our commitment to our clients and our team’s unique blend of experience help make Ten Toes one of the industry’s most effective and innovative sports marketing agencies.

Fonte: Business Wire