Manchester, February 2025 – Ear to the Ground, the global sports, gaming, and entertainment agency renowned for its Fan Intelligence® approach, is proud to announce a strategic partnership with the University of Salford to enhance its Fan_Intelligence®_AI, platform. This collaboration, led by Professor Mo Saraee, will bring together cutting-edge AI research and real-world fan insights to create an industry-leading tool that transforms how brands engage with fans.
For over a decade, Ear to the Ground has invested in building a global network of 11,000 culturally influential sports, gaming, and entertainment fans. This network forms the foundation of Fan Intelligence®, ensuring brands stay ahead of cultural trends by listening to the voices that matter most. Ongoing conversations with these fans fuel the data that powers Fan_Intelligence®_AI, making it the most up-to-date and accurate source of real-time fan insight available today.
With a 14-week research and development phase, this partnership will focus on refining AI-driven data analysis, enhancing fan trend predictions, and integrating next-generation automation to deliver deeper, faster, and more actionable insights. The project will leverage the expertise of the University of Salford’s Data Science and AI Hub, positioning Ear to the Ground at the forefront of AI-driven fan engagement.
“Fan Intelligence AI is already a game-changer in sports, gaming, and entertainment marketing. This partnership will take it to the next level—bringing together academia and industry to unlock the next generation of fan insights,” said Simon Luff, Managing Partner – Strategy, at Ear To The Ground. “With the University of Salford’s expertise in AI and data science, we are developing a tool that will empower brands to make smarter, culture-led decisions with speed and confidence.”
What This Means for Brands
The integration of advanced AI capabilities into Fan_Intelligence®_AI, will enable brands to:
- Gain instant fan insights: AI-powered real-time analysis of thousands of conversations happening across sports, gaming, and entertainment.
- Unlock deeper cultural relevance: Predict emerging trends before they hit the mainstream, ensuring brands stay ahead of the curve.
- De-risk marketing investments: Test creative concepts and forecast fan response before campaigns go live, reducing wasted marketing spend.
Ear to the Ground’s expertise in fan culture has already helped world-leading brands such as Nike, PlayStation, New Balance, Sony, and Coca-Cola make more impactful connections with their audiences. This new phase of Fan_Intelligence®_AI will take that work even further, giving these brands an unrivalled competitive edge in how they engage with fans.
The Role of the University of Salford
As a leader in AI, data security, and digital innovation, the University of Salford will play a pivotal role in:
- Optimizing AI functionalities to provide precise and actionable marketing insights.
- Improving fan data protection to ensure compliance with evolving data privacy standards.
- Enhancing data referencing and extraction for more reliable and nuanced fan intelligence.
Professor Mo Saraee, Head of Computer Science & Software Engineering at the University of Salford, commented:
“This collaboration represents the perfect intersection of academia and industry. By combining our AI expertise with Ear to the Ground’s deep understanding of fan culture, we are developing a truly intelligent platform that will redefine how brands connect with fans.”
A Commitment to Innovation
Ear to the Ground’s Fan_Intelligence®_AI platform is designed to redefine how brands tap into culture. By combining academic excellence with real-time Fan Intelligence® insights, this partnership will ensure brands have an unmatched edge in fan engagement.
Stay tuned as we unveil new developments in the coming months.
For press inquiries, please contact:
Alex Rowlands
alex.rolands@eartotheground.agency
Ear to the Ground | www.eartothegroundagency.com
