Reed helps connect Facebook and Instagram’s 650 million sports fans with their sports passions. As such, he works with leagues, teams, athletes and broadcasters to create social interaction around sports events and experiences. Enter the just-launched second-screen feature Facebook Sports Stadium, which curates all the content related to a game (starting with American football) in one place—posts from friends, experts, scores and TV game info. Moreover, Nielsen plans to incorporate social activity on Facebook into its ratings system. So expect plenty of data and insights on how fans interact with sports on Facebook in the future.