Genius Sports has announced a strategic partnership with WPP Media, creating new opportunities for advertisers to leverage live sports data for targeted marketing campaigns.
The collaboration will see the development of the WPP Brand Sports Momentum Score, a new intelligence tool designed to identify optimal sports, audiences, and moments for advertisers to maximize return on investment.
Expanding Agency Partnerships
This latest deal adds to Genius Sports’ growing roster of advertising agency partnerships. The betting data specialist previously signed agreements with Publicis Sport in November 2025 and independent agency PMG in July 2025, establishing itself as a key player in the sports marketing ecosystem.
Through these partnerships, agencies gain access to Genius Sports’ FANHub platform, enabling real-time campaign activation synchronized with live sports moments. The technology allows brands to engage audiences across multiple touchpoints as games unfold.
Market Opportunity
The partnerships target a rapidly expanding market. Global digital ad spend surpassed $700 billion in 2025, with live contextual sports advertising expected to exceed $100 billion by 2028. Sports fans demonstrate significantly higher consumer behavior, spending roughly 80% more on retail, streaming, and entertainment than average consumers.
“Fan behaviour has changed,” noted Josh Linforth, Chief Revenue Officer at Genius Sports. “Modern fans watch the game on one screen, track fantasy on another, and debate plays on social in real time. They don’t just watch sports. They absolutely live it.”
The company expects to generate $300 million in media revenue by 2028 through these agency partnerships and its recently acquired Legend media network.
