Category: In the News

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WPP Media beefs up its sports insights prowess with new partnership with Genius Sports

On the the last workday before the Super Bowl and with Winter Olympics’ opening ceremonies just hours away, WPP Media has formed a partnership with sports data platform Genius Sports, Digiday has learned.

The plan is to integrate Genius Sports’ first-party league, team and transactional data – derived from Genius Sports’ 250-million-consumer FanGraph platform – directly into WPP Media’s own planning and data systems, including Open Intelligence. 

By pairing Genius Sports’ first-party audience insights with WPP’s own data resources, the partnership is creating an exclusive “Brand Sports Momentum Score” that measures fan acquisition, retention, and spend against brand-specific audiences, which will help WPP Media guide its clients to finding less obvious audiences in sports that might fall outside the major tentpoles — and get closer to delivering on outcomes. 

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The case for and against pre-game Super Bowl ads 

Super Bowl ads seem to be going the way of holiday ads. Brands are rolling out teasers and full ads earlier and earlier every year.  At this point, pre-game rollouts have gone from a brand marketing trend to table stakes, but is the pre-game hype worth it?

Ad slots have been sold out since last fall, according to NBCUniversal. Around the same time, brands like spirits company Sazerac, Liquid Death and Ferrara Candy-owned Nerds announced Super Bowl ad plans. By late January and early February, Pepsi, Budweiser, Kellogg’s Raisin Bran, Mars-owned Pringles, and the list goes on, had released their full ad spots. 

“It’s important to build a really solid 30 days around Super Bowl—if you think about some of it happening before and then how you continue to tell your story after,” said Diane Sayler, senior director of full funnel marketing for salty snacks at Mars Snacking. 

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