FanDuel Sports Network is rolling out a broadcast feature this NBA season that lets advertisers tie their messages to specific plays as they happen, a shift their partner hopes could change how brands buy space in live sports.
Through a partnership with Genius Sports, more than 300 NBA and WNBA broadcasts on FanDuel regional TV channels, will now run through Genius’ Intelligent Content Platform.
“Brands can own key moments of the live action with real-time, sponsorable game insights, including Player ID, Shot Probability, Shot and Defender Distance, and Heat Maps,” reads Tuesday‘s press release.
How the new system works
The AI-powered system reads the game in real time, tracking who took a shot, how contested it was, and the odds it goes in. It then uses that data to trigger an on-screen graphic or branded visual, so rather than buying a fixed ad in a timeout, sponsors can attach themselves to an actual basketball play.
Genius tested the setup during this year’s WNBA season with campaigns for NBA 2K, Shopify and others, matching ads to high-impact plays on the fly. The sports data and technology firm says those pilots lifted on-screen visibility without adding more commercial breaks, and the network is now scaling the model nationally.
“Partnering with FanDuel Sports Network represents a transformative step in how brands use the power of live sports to engage audiences,” said Sean Conroy, EVP of Genius Sports. “Together, we’re creating the first truly unified augmented advertising network in live sports, giving brands the ability to reach fans with relevant, real-time content at the moments that matter most. This collaboration underscores a clear industry shift: rights holders and advertisers alike are demanding new, data-driven ways to captivate fans.”
FanDuel leverages live sports
For FanDuel Sports Network, the integration is also a business play. The network wants to broaden beyond gambling advertisers and is pitching the AI-driven moments as a way for media brands to reach fans when attention is highest.
“This partnership reinforces our commitment to delivering innovative, fan-forward experiences at scale,” said Jim Keller, the network’s head of ad and sponsorship sales. “By pairing Genius Sports’ real-time intelligence with our network’s unmatched scale, we’re giving brands the ability to connect with fans with moments that matter most, creating more meaningful opportunities across every screen.”
