Facebook partnered with SportsStream to make sense of its real-time data, both for sports networks and advertisers. SportStream will offer broadcasters and sports teams an interface to search through Facebook’s Keyword Insights, which will allow access to metadata on teams, players, leagues, games, and more to see who’s saying what about live games. It’s an important move for Facebook, which knows that it has a mountain of data about live events – particularly sports events – but is still unsure about how to get that data to the people who are looking to make the most of it. This should allow teams to get a better understanding of how many people they’re reaching, and where, and in addition it will allow advertisers to get all the more targeted on Facebook. This could be a particularly potent partnership for all parties involved.