Genius Sports develops innovative fan identification solution catering to advertisers
Genius Sports, the global sports data technology firm, has unveiled an innovative product designed to offer advertisers and content owners fresh avenues for measuring and connecting with new marketing audiences.
The newly introduced solution, FanHub ID, harnesses “proprietary online and offline data signals” to construct AI-driven fan profiles. This cutting-edge technology is poised for a widespread rollout, making it accessible to all Genius Sports customers. The platform promises to deliver “a single, unified profile for millions of sports fans,” allowing client brands to pinpoint relevant audiences across programmatic and digital channels.
Genius emphasises that FanHub ID adheres to privacy standards while providing comprehensive personalisation, measurement and customer insights. The system leverages signals from sources like sports app logins, live streaming data, fan engagement metrics, and interactions with leagues and teams.
“FanHub ID drives immediate impact to current Genius Sports customers by helping them better understand their audience and extend their sponsorship dollars beyond their owned and operated content,” said Josh Linforth, Chief Revenue Officer at Genius Sports.
Manny Puentes, Genius Sports’ General Manager of Advertising, added, “Sports fans make up the world’s most passionate audiences, but marketers and content owners still struggle to identify, measure, and engage their fan personas. FanHub ID gives them the ability to activate fan data to enable long-term loyalty.”
FanHub ID’s primary objective is to assist content owners in comprehending their fanbases, ultimately boosting sponsorship revenue. The unified profile for millions of sports fans enables brands to execute targeted advertising campaigns based on specific fan interactions and preferences.
In mid-November, Genius Sports surpassed revenue expectations for the third quarter of 2023, raking in USD$102 million—a remarkable 29 percent year-on-year growth. Genius’ earlier projection for Q3 was USD$100 million. Looking ahead, the company anticipates generating approximately USD$412 million in revenue and an adjusted EBITDA of around USD$53 million in 2023.
During Q3, Genius Sports not only introduced BetVision, an interactive sportsbook application, but also expanded its partnership with the NFL. Additionally, collaborations with Premier League Productions and Snap Inc. aim to provide captivating augmented reality fan experiences through Snapchat Lenses.
