PMG partners with Genius Sports to pioneer sports advertising innovation

Genius Sports has announced a strategic partnership with PMG, an independent agency that represents brands including Nike, TurboTax, Best Western and Beats by Dre, in a commitment to drive innovation at the intersection of sports, media and technology. Under the partnership, PMG will become a founding agency partner of FanHub, Genius Sports’ fan activation platform.

PMG will explore new ways brands can leverage next-generation sports advertising technologies. The multi-year partnership will focus on innovative brands within PMG’s portfolio that are looking to reach passionate and loyal sports audiences. The partnership will also see Genius Sports help enrich Alli, PMG’s proprietary AI-driven marketing operating system. Alli helps brands understand what’s happening at the moment of culture by monitoring real-time signals, anticipating trends and activating media in the context of live cultural and sports moments. This capability will help ensure that PMG’s clients are connecting with fans in the most relevant and resonant ways possible.

“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.”

The collaboration will focus on three key areas:

Next-Generation Ad Formats: PMG will pilot innovative advertising solutions including immersive experiences such as augmented ads and contextual sports placements that integrate within live game content.

Measurement Innovation: The partnership will create comprehensive measurement frameworks to demonstrate media and business outcomes for sports, addressing a critical industry need for accountability in sports advertising investments.

Early Access to Emerging Technologies: PMG clients will gain early access to FanHub’s latest innovations and platform capabilities, ensuring they remain ahead of industry trends.

“PMG’s investment reflects the growing recognition that sports advertising requires specialised technology and expertise,” said Josh Linforth, chief revenue officer at Genius Sports. “Their commitment to innovation and their roster of world-class brands make them an ideal partner as we continue to push the boundaries of what’s possible in sports fan engagement.”