Genius Sports and PMG Partner to Drive Innovation in Fan Engagement and Ad Measurement

Genius Sports and PMG have announced a new multi-year strategic alliance that positions both companies at the forefront of innovation in sports advertising. Under this partnership, PMG, representing global brands such as Nike, TurboTax, Best Western and Beats by Dre, will become a founding agency partner of Genius Sports’ FANHub platform. This collaboration builds on Genius Sports’ strong momentum, evidenced by significant revenue growth and expanded league partnerships.

The partnership is centered around three core pillars. First, they will create next generation advertising formats, including immersive augmented reality activations and contextual ad placements that integrate directly into live event content. This approach aims to transform passive viewing moments into interactive fan engagement opportunities. Second, the two companies will co-develop measurement frameworks that connect media exposure to actual business outcomes, providing brands with clear visibility on ROI in the traditionally opaque realm of sports advertising. Lastly, PMG clients will receive early access to FANHub’s emerging tools, which include AI-driven fan insights, real-time targeting capabilities and enhanced activations, all powered through Genius Sports’ smart data infrastructure.

As part of the agreement, Genius Sports will also integrate with PMG’s proprietary AI-driven marketing system, Alli. This platform monitors real-time cultural signals and automatically activates relevant media placements at the precise moment when sports and entertainment culture intersect. This capability is further enhanced through FANHub integration, enabling brands to capitalise on live conversations, such as launching campaigns during pivotal game moments or trending events, with speed and authenticity.

The timing of this collaboration aligns with broader industry trends. The global sports technology and advertising market is forecasted to grow rapidly, with advertisers increasingly demanding immersive experiences and more robust measurement tools. Genius Sports, which serves hundreds of sports organisations worldwide, is uniquely positioned to lead in this evolving landscape.

Financial markets reacted positively to the announcement, with a notable increase in Genius Sports’ stock. This partnership is viewed as a strategic move towards diversified growth, reinforcing the company’s expansion beyond traditional data and betting services and into premium digital advertising solutions.