Genius Sports Joins Rams and Verizon to Blitz Fans With Data

The platform encompasses Genius Sports’ fan identity graph—FanHub ID—to help brands and marketers identify audiences. It then matches marketers’ preferred brand profiles with sports inventory in programmatic and social channels, including display ads, video, audio, and digital out-of-home. It uses live-game data to monitor ad performance and lets brands change campaigns instantly based on both the on-field action and fan preference.

Timing is increasingly important to partners like the Rams and Verizon. Puentes noted that more than 60% of Gen Z will buy products from a brand aligned with their favorite team. That number jumps to more than three quarters when a brand associates itself with their favorite player. If that player gets hurt, a campaign with them at the center won’t be nearly as effective at wooing their fans. 

The stats and graphics at Rams games give fans something to look at, but they’re also feeding a sports marketing database that can help teams and brands hold fans’ attention long after they’ve filed out of the stadium.

“If you’re a marketer and you’re trying to get brand affinity, we want to make sure that everything that you’re actually engaging the fan with is up to date,” Puentes said. “Not just scores, not just the time of the event, but specifically what is happening within that creative.”