As brands seek more accountable and data driven ways to invest in sports media, new intelligence partnerships are reshaping how sponsorship and advertising decisions are made across the MarTech ecosystem. Genius Sports has announced a partnership with WPP Media to deliver holistic sports media advertising intelligence and introduce the WPP Brand Sports Momentum Score.
The collaboration combines Genius Sports Fan Graph and FANHub platform with WPP Media planning and activation capabilities. The result is a new intelligence tool designed to help brands identify the most effective sports, audiences, and moments to drive year round engagement and return on investment.
The WPP Brand Sports Momentum Score is available exclusively to WPP Media clients and is powered by Genius Sports Fan Graph, an individual level dataset that tracks the identities and behaviors of more than 250 million United States consumers. The dataset enables brands to evaluate acquisition, retention, and spending patterns across sports fan bases, moving beyond traditional ratings to more outcome focused measurement.
Fan Graph builds on Genius Sports proprietary advertising platform, FANHub, which allows brands to connect with verified fans during peak moments of attention aligned with live game action. By integrating this data into WPP Media workflows, clients gain access to enhanced planning, activation, and measurement capabilities.
The partnership supports holistic planning by identifying the right sports, leagues, teams, and audiences based on commercial value and fan momentum. It also enables precision activation, allowing brands to deploy custom audiences and sponsorships across direct channels, programmatic environments, and the WPP Open Intelligence Network. Continuous measurement ties media and sponsorship performance to real customer value, enabling proactive optimization of sports investment.
“With a massive year of sports ahead, WPP Media is evolving how brands invest,” said Martin Blich, Executive Director and Head of U.S. Sports Investment and Partnership at 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.”
“In a fragmented sports media market, guesswork is expensive,” said Josh Linforth, Chief Revenue Officer at Genius Sports. “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 agreement, WPP Media will gain access to the FANHub platform and join the Genius Sports Innovation Council, an advisory forum of leagues, teams, and broadcasters focused on advancing sports advertising innovation.
By combining large scale fan data with integrated media activation and measurement, the Genius Sports and WPP Media partnership aims to redefine how brands evaluate sports media, shifting from broad reach metrics to audience level intelligence and measurable business impact.
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