Ear To The Ground reveals University of Salford partnership

Global sports, gaming, and entertainment agency Ear To The Ground has announced a strategic partnership with the University of Salford to enhance its Fan_Intelligence AI, platform.

The 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 AI, which aims to ensure ‘brands stay ahead of cultural trends by listening to the voices that matter most’ with ‘ongoing conversations with these fans’ that make ‘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.

Simon Luff, Ear To The Ground’s Managing Partner – Strategy, said, “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.

“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 has worked with the likes of Nike, PlayStation, New Balance, Sony, and Coca-Cola, utilising its Fan_Intelligence AI technology.

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.”