Genius Sports Partners with PMG to Pioneer Sports Advertising Innovation

Genius Sports has partnered with PMG, a leading independent agency, to drive innovation in sports advertising. The partnership will focus on next-generation ad formats, measurement innovation, and early access to emerging technologies. PMG will pilot new advertising solutions and gain access to FANHub, Genius Sports' premier fan activation platform. The partnership aims to help brands tap into the cultural power of live sports and connect with fans in the most relevant and resonant ways possible.

Genius Sports has entered into a strategic partnership with PMG, a leading independent agency, to drive innovation in sports advertising. The collaboration, announced on July 30, 2025, aims to leverage next-generation ad formats, measurement innovation, and early access to emerging technologies to enhance fan engagement and brand connection [2].

Under the partnership, PMG will explore new ways for brands to utilize the FANHub platform, Genius Sports' premier fan activation platform. This platform is designed to connect rich audience data with premium ad inventory across various digital channels, including connected TV (CTV), mobile, social, display, audio, and digital out-of-home (DOOH) [1].

A key aspect of the partnership is the ability to leverage live game events. Ads can be dynamically triggered by signals such as goals, timeouts, or significant plays, ensuring they appear when fan attention and emotional engagement are at their peak [1]. This capability is a significant differentiator in sports programmatic advertising.

The partnership will also focus on developing comprehensive measurement frameworks to demonstrate media and business outcomes for sports advertising. This addresses a critical industry need for accountability in sports advertising investments [2].

PMG clients will gain early access to FANHub's latest innovations and platform capabilities, ensuring they remain at the forefront of industry trends. The collaboration will also see Genius Sports enriching Alli, PMG’s proprietary AI-driven marketing operating system, with real-time signals and trend anticipation [2].

"This partnership represents PMG's continued commitment to helping brands tap into the cultural power of live sports," said Carly Carson, Head of Integrated Media at PMG. "By partnering with Genius Sports and their FANHub platform, we're building on our track record of helping brands insert themselves authentically into cultural conversations. PMG’s clients will be at the forefront of sports innovation, with access to technologies and formats that will define the future of fan engagement" [2].

The collaboration will pilot innovative advertising solutions, including immersive experiences such as Augmented Ads and contextual sports placements that integrate within live game content [2]. This partnership reflects the growing recognition that sports advertising requires specialized technology and expertise [2].

For more information about FANHub and its capabilities, visit geniussports.com/fanhub [1].

References:

[1] https://www.geniussports.com/engage/fanhub/media-buying/
[2] https://www.stocktitan.net/news/GENI/pmg-partners-with-genius-sports-to-pioneer-sports-advertising-b4372wrmmonc.html