Genius Sports, the global sports data and technology company, has entered a global partnership with Publicis Sports to build a new model of real-time fan engagement for brands around live sport.
The agreement gives Publicis Sports clients full access to Genius Sports’ FANHub platform, positioning the two companies to create targeted, data-driven campaigns at the exact moments when fan attention peaks.
The collaboration integrates FANHub’s verified fan audiences, live sports data feeds, and moment-based advertising triggers into Publicis Sports’ global media and sponsorship offering. Both companies will work together across three areas: activating brand messaging around live game moments, creating new advertising formats across broadcast and digital platforms, and developing measurement frameworks that link fan emotion with campaign performance.
The deal follows Genius Sports’ acquisition of Sports Innovation Lab, which strengthened its capabilities in fan intelligence, behavioral analytics, and contextual targeting. For Genius Sports, the partnership delivers deeper access to major global advertisers. For Publicis Sports, it adds real-time sports data, verified audiences, and contextual delivery tools that enhance its Connected Media division and its ability to deliver precision-led sports campaigns.
Josh Linforth, Chief Revenue Officer, Genius Sports, said, “Together with Publicis Sports, we’re ushering in a new era in sports advertising, one where emotion, data, and creativity converge to elevate every fan experience. FANHub enables brands to be part of the moments that ignite passion and stay with fans for life. Publicis Sports’ global reach and commitment to innovation make them the perfect partner as we continue to redefine how brands engage with global sports fans in the moments that truly matter.”
Suzy Deering, Publicis Sports CEO, added, “Sports are one of the few places where emotion, community, and culture collide in real time, and it’s why we’ve been rapidly innovating and scaling our sports capabilities for clients. This partnership expands upon our Connected Media offering and unique access to Epsilon identity and Sponsorship Intelligence data that gives brands the power to plan, execute, and measure their campaign across every channel, bringing them directly into moments that matter – not just as spectators, but as part of the action. Our goal is to create content and experiences that feel as alive, dynamic, and responsive as the game itself.”
As part of the agreement, Publicis Sports will join the Genius Sports Innovation Council, an advisory group focused on developing next-generation advertising products with leagues, broadcasters, and commercial partners.
The partnership lands at a moment when rights holders and advertisers are accelerating the shift toward dynamic, data-led monetisation models. Real-time activation around verified fans could reshape sponsorship valuation, influence how inventory is priced, and redefine how broadcast partners integrate commercial content into live coverage.
Industry trends like augmented broadcast graphics, multi-screen fan experiences, and predictive fan analytics have already laid the groundwork. The collaboration between Genius Sports and Publicis Sports pushes this evolution forward by linking audience identity, contextual triggers, and creative content into a single workflow.
Early case studies are expected to roll out during major global sporting events in the coming months, offering a first look at how FANHub-powered campaigns perform at scale.
