Genius Sports and PMG Join Forces to Revolutionize Fan Engagement in Live Sports
Genius Sports is doubling down on the future of real-time sports advertising with a newly announced multi-year strategic partnership with PMG, the independent agency powerhouse behind brands like Nike, TurboTax, Beats by Dre, and Best Western. At the heart of the collaboration is FANHub, Genius Sports’ flagship fan activation platform—and PMG is now a founding agency partner.
In short: this isn’t just another brand-tech partnership. It’s a blueprint for how the advertising industry might finally crack the code on live, contextual, fan-first marketing.
Real-Time Culture, Meet Real-Time Media
The deal focuses on connecting PMG’s culture-driven approach to marketing—through its proprietary AI platform Alli—with Genius Sports’ ad tech capabilities, particularly in sports environments.
Alli, PMG’s AI-driven marketing OS, interprets live cultural and sports moments in real-time, allowing brands to activate media at the speed of conversation. Genius Sports will help supercharge Alli’s intelligence by feeding it sports-related signals that enhance its predictive and contextual capabilities—helping brands stay culturally relevant while reaching fans in the heat of the moment.
“By partnering with Genius Sports and their FANHub platform, we’re helping brands insert themselves authentically into cultural conversations,” said Carly Carson, Head of Integrated Media at PMG.
What’s New: Innovation at Three Levels
This partnership goes beyond flashy integrations—it aims to tackle real industry pain points and opportunities across three innovation fronts:
- Next-Gen Ad Formats
PMG clients will pilot immersive ad formats including Augmented Ads and contextual placements embedded within live game content. Think: branded moments that don’t interrupt the experience—they become part of it. - Smarter Measurement
One of the big gaps in sports media today is real measurement. Together, PMG and Genius Sports will develop comprehensive frameworks to tie sports advertising efforts directly to media performance and business outcomes—something brand marketers have long demanded. - Early Access to Emerging Tech
PMG’s roster of clients will get first-mover advantages across FANHub’s new tools and innovations, from targeting to activation and analytics. This is a serious value-add for any brand looking to stay ahead in the ultra-competitive sports media space.
Why This Matters
The rise of CTV, fragmented fan behaviors, and a never-ending parade of live events have made sports one of the most complex—and coveted—marketing environments. Yet many brands still struggle to execute sports strategies that feel timely, relevant, and measurable.
This partnership signals a shift: away from static, siloed placements and toward adaptive, tech-driven storytelling that lives where the fans are—and evolves with the game.
“PMG’s investment reflects the growing recognition that sports advertising requires specialized technology and expertise,” said Josh Linforth, Chief Revenue Officer at Genius Sports.
And considering PMG’s track record with culturally embedded marketing and Genius Sports’ data access across global leagues and broadcasters, this could be a new playbook for agencies seeking to unlock fan attention.
