In 2021, online abuse in sport peaked at record levels. BT, a sports broadcaster and connectivity provider, wanted to lead the fight against it.

Along with Wunderman Thompson, they used the modern game’s most valuable asset – data – and redirected it away from pitch analysis to reveal the game’s ‘Unseen Stats.’

The proprietary Artificial Intelligence (AI) surfaced these shocking stats and quickly became our springboard to agitate, educate and get the public affiliated to our cause. The stats launched live on BT Sport, their social channels and in content and PR. The impact was a 25% decrease in online abuse over launch weekend. And long term, a re-introduction of the Online Safety Bill to parliament.


  • BT SportClient
  • Andy LaneManaging Partner
  • Dave WatkinsData Strategy Lead
  • Hanna ApperleyDelivery Director
  • James WilsonProject Director
  • Jane EvansCSO
  • Josh BaggottCD
  • Juan DelgadoSenior Data Strategy Director
  • Matt Steward Chief Client Officer
  • Natalie WilsonAccount Director
  • Nick FirthArtworker
  • Paul GraingerHead of Studio
  • Phil WatsonBusiness Director
  • Rebecca PinnSenior Strategist
  • Richard MorganCreative Director
  • Sam HuckleCD
  • Sid McGrathChief Strategy Officer
  • Steve AldridgeChief Creative Officer
  • Steve RichardsData Partner
  • * Wunderman Thompson
  • * Creative Circle, Creative Foundation & The UK Creative FestivalAwards Body
  • * Tyler Hendygraphic designer
  • * Magda ZubalaData Scientist
  • * Christopher McKeeCreative Director
Annual 2022 SilverUnseen StatsPublishing Annual 2022 BronzeUnseen StatsData Annual 2022 ShortlistUnseen StatsBranded Content Annual 2022 ShortlistUnseen StatsSocial Good Annual 2022 ShortlistUnseen StatsAdvertising: Digital Project featured: on 26th May 2022 Contributor:

Wunderman Thompson has been a Contributor since 25th November 2015.

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