Genius Sports, the sports and media technology firm, has teamed up with social media giant X (formerly Twitter) to launch a new engagement tool aimed at advertisers ahead of upcoming major sporting events including the Olympic and Paralympic Games.

The Trend Genius product will seek to leverage real-time conversations to accelerate ad attention in key moments during sporting events.

The new technology, built by Genius Sports and powered by X’s Ads and Trend APIs, allows advertisers to align with the real-time conversations happening on the X platform across categories.

When a specified topic organically reaches a set conversation velocity, pre-programmed creative will run to reach audiences when they’re most engaged.

When conversation naturally quiets, campaigns are automatically paused until the topic accelerates again.

Genius will use its technology to engineer real-time algorithms needed to start and stop ad spend across the X platform.

The company has significant experience of building data-driven products as the exclusive data distributor for American football’s NFL, NCAA collegiate sports, and English soccer’s Premier League.

Josh Linforth, Genius Sports chief revenue officer, has said: “With our long history of powering sports data, we understand that seconds matter.

“We wanted to help brands make the most of key moments, by ramping up campaigns when conversation across X was most positive and influential.”

Monique Pintarelli, head of sales in the Americas for X, added: “We’ve seen record engagement rates with this product, showcasing how X users continue to create culture in real-time.

“As live events unfold on X, the Trend Genius product helps brands capture the unpredictable and dynamic trends that shape our world in real-time.”