Genius Sports promises ‘industry first’ unified sports fan identification tool

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  • Genius Sports partners include NFL and Premier League
  • Data firm also serves major bookmakers

Sports data specialist Genius Sports says its new unified fan identification tool will make it easier for brands, advertisers, and sports organisations to create more personalised and effective marketing campaigns.

Genius Sports is best known for its partnerships with major sports organisations, such as the National Football League (NFL) and the Premier League, using first party data to create data-driven products for their digital channels and broadcast partners, and to power betting markets for bookmakers.

This ecosystem gives Genius Sports a wide footprint across the industry and a valuable treasure trove of data for marketers.

Genius Sports says FanHub ID promises to “revolutionise” sports advertising and marketing by creating a single unified profile for millions of sports fans.

‘FanHub ID’ analyses various touchpoints such as application sign-ins, live streaming data, and league and team interactions to understand individual interactions and preferences. This insight is then combined with artificial intelligence (AI) to create more relevant ad campaigns at scale across multiple digital and social platforms.

“Sports fans make up the world’s most passionate audiences, but marketers and content owners still struggle to identify, measure, and engage their fan personas,” said Manny Puentes, general manager of advertising at Genius Sports. “FanHub ID gives them the ability to activate fan data to enable long-term loyalty.”

“FanHub ID drives immediate impact to current Genius Sports customers by helping them better understand their audience and extend their sponsorship dollars beyond their owned and operated content,” added Josh Linforth, chief revenue officer at Genius Sports. “Sports content owners will finally have the insights they need to drive deeper engagement and find the most valuable fans of the future.”

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