Ten Beat lets brands and rights holders read fandom in real time, five weeks out from the biggest cultural moment sport has ever seen.
Ten Beat is the largest behavioural data sample ever built for sport. At its most basic level: imagine wanting to know what hundreds of thousands of 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 opinions. They're not made up randomly, they're built from real human behaviour 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. 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 rights holders that read fandom fastest will win it, not just before, but during and after the tournament. Ten Beat changes what fast looks like." — Ben Weisfeld, Founder and CEO, Ten Toes
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, rights holders and broadcasters the ability to read what fandom thinks 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.
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