Omnicom unveils fan intelligence solution

The launch comes as sports marketing continues to grow globally, with brands investing heavily in sponsorships, media partnerships and athlete collaborations

Omnicom has introduced Acxiom Fan Graph, a sports marketing intelligence platform designed to help brands better understand sports audiences by connecting consumer identity, behaviour and engagement data into a single view.

The solution, announced ahead of a presentation at Cannes Lions, is built on Acxiom's Real ID technology and aims to give marketers deeper insight into how sports fandom influences consumer behaviour and business performance.

Platform addresses sports marketing challenges

The launch comes as sports marketing continues to grow globally, with brands investing heavily in sponsorships, media partnerships and athlete collaborations.

According to Omnicom, marketers often struggle to evaluate the impact of these investments because fan data remains fragmented across streaming services, social platforms, ticketing systems, retail channels, loyalty programmes and live events.

As a result, many organisations continue to rely on metrics such as reach and impressions rather than understanding how fan engagement translates into purchases, loyalty and long-term customer value.

Fan Graph combines multiple data sources

Acxiom Fan Graph uses Real ID technology to connect intelligence across 260 million consumers in the United States and 2.6 billion consumers globally.

The platform combines data signals from media consumption, commerce activity, event attendance, purchases, participation and identity sources to create what Omnicom describes as a privacy-compliant view of fandom.

Available through Omni, Omnicom's marketing intelligence platform, the solution is intended to support audience planning, creative development, media activation, sponsorship strategy, athlete partnerships and campaign measurement.

Focus on business outcomes

George Manas, Chief Growth & Solutions Officer at Omnicom: "Sports has become one of the world’s most powerful cultural and commercial forces, yet marketers still struggle to connect fan engagement to business outcomes. Fan Graph changes that. By creating a unified view of fandom, we’re helping brands better understand their audiences, activate them more effectively, and measure the impact of sports investments with greater precision and accountability."

The company said the platform is designed to help marketers move beyond assumptions by providing actionable insights into the factors that drive fan engagement and commercial growth.

Built on Omnicom's sports capabilities

Omnicom said the launch builds on its broader sports and entertainment operations, which span sponsorship strategy, media, commerce, experiential marketing and athlete partnerships.

The group reports managing US$9.9 billion in sponsorship influence, overseeing one in three sports media dollars, maintaining more than 500 partnerships across leagues and platforms, and tracking more than 20,000 sporting events annually.

The company positions Acxiom Fan Graph as a central intelligence layer that can support sports marketing strategy, activation and measurement across these activities.

Omnicom will discuss the platform during a session at the Omnicom Space at Cannes Lions.

www.omc.com

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