Genius Sports partnered with FanDuel Sports Network to supply brands with its Intelligent Content Platform. The tech provider works across linear TV, digital channels and streaming platforms.
FanDuel Sports Network operates regional sports broadcasting for professional teams. They’ll now offer brands what Genius Sports calls “key moments” during live NBA and WNBA action.
Sean Conroy serves as EVP at Genius Sports. He called the deal “a transformative step in how brands use the power of live sports to engage audiences.”
Why This Changes In-Game Advertising
The partnership creates what Genius Sports describes as “the first truly unified augmented advertising network in live sports.” Brands can reach fans with content matched to specific game moments as they happen.
FanDuel Sports Network will use this across 300 NBA games each season. WNBA games get the same treatment.
And it’s already working. Genius Sports recently placed augmented ads for NBA 2K during WNBA broadcasts on FanDuel’s network. The technology blends digital overlays into live sports feeds without interrupting gameplay.
Jim Keller leads advertising and sponsorship sales for FanDuel Sports Network as EVP. He said the deal reinforces their “commitment to delivering innovative, fan-forward experiences at scale.” The goal is connecting brands with fans during moments that actually matter.
What Technology Powers These Ads
FanDuel Sports Network will run GeniusIQ alongside the ad platform. That’s Genius Sports’ AI and sports data system.
GeniusIQ applies machine learning to live game data. It identifies sponsorship opportunities as games unfold in real time.
The platform analyses what’s happening on court or field. Then it matches those moments to relevant brand messages. It works the same way across TV broadcasts, streaming services and digital platforms.
Genius Sports already provides similar tools to major leagues. They work with the NFL, NCAA and English Premier League on various projects. Their tech helps automate officiating tools, powers betting solutions and creates personalised marketing activations.
How This Affects Sports Broadcasting
Conroy said the partnership shows “a clear industry shift.” Rights holders and advertisers want “new, data-driven ways to captivate fans,” according to his statement.
Traditional TV ads interrupt games with commercial breaks. This approach layers branded content into the broadcast itself. Viewers see the ads without leaving the action.
FanDuel Sports Network brings massive reach to the deal. Keller emphasised the network’s “unmatched scale” when explaining why brands should pay attention. Pairing that scale with “real-time intelligence” creates what he calls “more meaningful opportunities across every screen.”
The timing works for FanDuel. They just entered Missouri on December 1 through a deal with St. Louis City SC, the professional soccer team. DraftKings and Circa Sports also operate there now.
Sports networks face pressure to prove their value to advertisers. Real-time, AI-driven ad placement could help them compete with streaming platforms that already use similar targeting methods.
