Genius Sports partners with WPP Media to enhance sports advertising

Genius Sports Limited has partnered with WPP Media to help brands make more precise investments in sports through data-driven intelligence. The collaboration introduces the WPP Brand Sports Momentum Score, a tool designed to pinpoint the right sports, audiences, and moments to maximize engagement and ROI.

The Momentum Score leverages Genius Sports’ Fan Graph, a dataset tracking the behaviors and identities of over 250 million U.S. consumers. Integrated with Genius Sports’ FANHub platform, the tool allows brands to connect with verified fans at peak moments of attention, aligning advertising with in-game action.

Precision planning, activation, and measurement

Through the partnership, WPP Media clients gain access to:

Holistic planning: Identifying sports, leagues, teams, and audiences based on fan momentum, commercial value, and behavioral insights.

Precision activation: Engaging custom audiences and sponsorships across direct, programmatic, and WPP’s Open Intelligence Network.

Continuous measurement: Evaluating media and sponsorship performance against actual customer value to optimize spend proactively.

Martin Blich, Executive Director, Head of U.S. Sports Investment & Partnership, WPP Media: "By pairing our WPP Open Intelligence Network with Genius Sports’ real-time data, we’re moving past traditional ratings. We’re taking a precise, audience-first approach that ensures sports spend drives real business outcomes."

Josh Linforth, Chief Revenue Officer, Genius Sports: "In a fragmented sports media market, guesswork is expensive. Buyers need fan intelligence that actively guides decisions from planning through measurement, not static reports after the fact. WPP Media will now be able to give brands precise audience targeting and clear, outcome-driven measurement so every dollar works harder."

As part of the collaboration, WPP Media will also access the FANHub platform and join the Genius Sports Innovation Council, a forum of leading leagues, teams, and broadcasters focused on advancing sports advertising innovation.

www.wppmedia.com

www.geniussports.com

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