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Hawthorn Football Club unifies club analytics on Google Cloud, plans Gemini data agents

With Google Cloud and partner intelia, the AFL club brought GPS tracking, Champion Data match stats, medical logs and scouting notes into one BigQuery platform; per Google, questions that took weeks can now be explored the same day. Conversational data agents built with Gemini Enterprise are planned so staff can query the data directly.

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In depth · Summary of the source

AFL club Hawthorn has unified its performance and scouting data on Google Cloud and plans conversational data agents with Gemini Enterprise.

Key facts

What was done

With intelia, the club built a unified data platform on BigQuery that combines hard numbers and qualitative coaching notes. Next it plans apps built with Google Antigravity and Gemini Enterprise agents so coaches can talk to the data.

Results

Questions that used to take weeks to answer can now be explored the same day, according to Google.

Why it matters

AI in elite sport often starts off the field: first one trusted data source, then a plain-language interface for coaches.

Source: Google, 6 October 2026 (English) · Read the original

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Case facts

Organisation
Hawthorn Football Club (AFL)
Organisation type
Club
Sport
Australian rules football
AI type
AI agents & assistants
Use area
Operations
Region
Asia-Pacific
Source date
6 October 2026
Source
blog.google

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