Sports betting and daily fantasy sports operator FanDuel is to work with Genius Sports Group on a new marketing initiative, aimed at bringing in new customers and driving engagement.
Under the agreement, Genius and FanDuel will deliver data-driven campaigns across multiple digital channels, including display, video and connected TV.
Genius will use its digital marketing technology to personalize advert messaging and leverage real-time odds, stats and video highlights. Genius will also power the campaigns with its exclusive audience data, which it said will optimize ad spend.
The initiative will focus primarily around major sports league and competitions in the US.
“We are excited to help FanDuel grow its player base and optimize its marketing spend with our next-generation technology, media buying know-how, and expertise in using live sports data to drive customer growth,” Genius commercial director Josh Linforth said.
“This partnership represents one of Genius Sports Media’s largest US marketing deals to date and reflects our growing reputation for connecting brands and publishers with sports fans in ways that traditional advertising and media agencies simply can’t.”
The deal comes after FanDuel last week became the first operator to launch in the regulated Virginia sports betting market. FanDuel secured a permit in the state through its agreement with the NFL’s Washington Football Team.