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Jan 6

Biases in Expected Goals Models Confound Finishing Ability

Expected Goals (xG) has emerged as a popular tool for evaluating finishing skill in soccer analytics. It involves comparing a player's cumulative xG with their actual goal output, where consistent overperformance indicates strong finishing ability. However, the assessment of finishing skill in soccer using xG remains contentious due to players' difficulty in consistently outperforming their cumulative xG. In this paper, we aim to address the limitations and nuances surrounding the evaluation of finishing skill using xG statistics. Specifically, we explore three hypotheses: (1) the deviation between actual and expected goals is an inadequate metric due to the high variance of shot outcomes and limited sample sizes, (2) the inclusion of all shots in cumulative xG calculation may be inappropriate, and (3) xG models contain biases arising from interdependencies in the data that affect skill measurement. We found that sustained overperformance of cumulative xG requires both high shot volumes and exceptional finishing, including all shot types can obscure the finishing ability of proficient strikers, and that there is a persistent bias that makes the actual and expected goals closer for excellent finishers than it really is. Overall, our analysis indicates that we need more nuanced quantitative approaches for investigating a player's finishing ability, which we achieved using a technique from AI fairness to learn an xG model that is calibrated for multiple subgroups of players. As a concrete use case, we show that (1) the standard biased xG model underestimates Messi's GAX by 17% and (2) Messi's GAX is 27% higher than the typical elite high-shot-volume attacker, indicating that Messi is even a more exceptional finisher than people commonly believed.

  • 2 authors
·
Jan 18, 2024

ExposureEngine: Oriented Logo Detection and Sponsor Visibility Analytics in Sports Broadcasts

Quantifying sponsor visibility in sports broadcasts is a critical marketing task traditionally hindered by manual, subjective, and unscalable analysis methods. While automated systems offer an alternative, their reliance on axis-aligned Horizontal Bounding Box (HBB) leads to inaccurate exposuremetrics when logos appear rotated or skewed due to dynamic camera angles and perspective distortions. This paper introduces ExposureEngine, an end-to-end system designed for accurate, rotation-aware sponsor visibility analytics in sports broadcasts, demonstrated in a soccer case study. Our approach predicts Oriented Bounding Box (OBB) to provide a geometrically precise fit to each logo regardless of the orientation on-screen. To train and evaluate our detector, we developed a new dataset comprising 1,103 frames from Swedish elite soccer, featuring 670 unique sponsor logos annotated with OBBs. Our model achieves a mean Average Precision ([email protected]) of 0.859, with a precision of 0.96 and recall of 0.87, demonstrating robust performance in localizing logos under diverse broadcast conditions. The system integrates these detections into an analytical pipeline that calculates precise visibility metrics, such as exposure duration and on-screen coverage. Furthermore, we incorporate a language-driven agentic layer, enabling users to generate reports, summaries, and media content through natural language queries. The complete system, including the dataset and the analytics dashboard, provides a comprehensive solution for auditable and interpretable sponsor measurement in sports media. An overview of the ExposureEngine is available online: https://youtu.be/tRw6OBISuW4 .

  • 8 authors
·
Oct 6, 2025