<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-P36XLWQ" height="0" width="0" style="display:none;visibility:hidden">

NFL first to use Genius Sports’ new marketing suite of fan engagement tools

Sports data firm helps league create free-to-play games ahead of Super Bowl LVII.

7 February 2023 Steve McCaskill

Getty Images

  • Genius Sports partners include rights holders, brands, broadcasters and betting firms
  • Marketing Suite integrates acquisitions of FanHub and Spirable

Sports data specialist Genius Sports is launching an ‘all-in-one’ suite of marketing tools designed to deepen fan engagement through media campaigns, creatives, interactive games, and content, with the National Football League (NFL) one of the first to take advantage of the platform.

Genius Sports is one of the leading players in the sports data market, helping rights holders monetise their official data and engage fans through digital and broadcast products based on these insights.

The London-based firm also provides official feeds and data-driven products to bookmakers and, more recently, has made moves to strengthen its marketing tech capabilities.

The ‘Genius Marketing Suite’ addresses all of these key segments and integrates several of the firm’s recent acquisitions.

Specifically, the suite allows rights holder, broadcaster, sponsor and bookmaker partners design, automate and distributed personalised video and display adverts at scale and offers creation tools for data-driven fantasy, trivia, and predictor games as well as data visualisation and widgets.

“With the launch of the Genius Marketing Suite, we are integrating the acquisitions of FanHub and Spirable alongside our proven media buying solutions to better serve any brand looking to engage sports fans,” said Mark Locke, Genius Sports chief executives.

“Our understanding of sports fans, and how and when to engage them, is unrivalled. As a leader in sports data, we can create authentic and real-time experiences at every step of the marketing funnel. Whether you’re a sports team trying to sell more tickets, a clothing brand targeting NFL fans or a sportsbook looking for sign-ups, the Genius Marketing Suite has the answer.”

The NFL is one of Genius Sports biggest partners, with the latter appointed as the league’s exclusive worldwide distributor of official data in 2021. Through an expansion of this partnership, the NFL will use the Genius Marketing Suite to release a range of free-to-play predictor, bracket and personality quiz games in key international markets. These include Australia, Brazil, Canada, France, Germany, Mexico and the UK.

“Extending our partnership to deliver immersive free-to-play games is the latest example of Genius Sports expanding our role at the heart of the NFL ecosystem,” said Josh Linforth, Chief Revenue Officer at Genius Sports. “The NFL’s global audience is growing rapidly and our bespoke games including the highly popular NFL Super Bowl Challenge, will be central to the league’s strategy to capture new audiences from around the world.”

1 / 2news articles read

Enjoying SportsPro content? Create your account and get enhanced access to all the latest stories.


Already have an account?