Genius Sports joins Rams and Verizon to delight fans with data

The platform includes Genius Sports’ fan identity graph – FanHub ID – to help brands and marketers identify target audiences. It then matches marketers’ preferred brand profiles with sports inventory across programmatic and social channels, including display, video, audio and digital out-of-home. It uses live match data to monitor advertising performance and allows brands to instantly change campaigns based on on-field action and fan preferences.

For partners like the Rams and Verizon, timing is becoming increasingly important. Puentes found that more than 60% of Generation Z would purchase products from a brand that matches their favorite team. This number rises to over three-quarters when a brand associates itself with their favorite player. If that player gets injured, a campaign centered around him won’t be nearly as effective at wooing his fans.

The stats and graphics at Rams games give fans something to look at, but they also feed a sports marketing database that can help teams and brands capture fans’ attention long after they leave the stadium.

“If you’re looking to build brand affinity as a marketer, we want to make sure that whatever you’re actually engaging the fan with is up to date,” Puentes said. “Not just scores, not just the timing of the event, but especially what happens in that motif.”