FanDuel taps Genius Sports Group for acquisition drive
Two-year partnership will see Genius optimise operator's digital ad spend and personalise messaging for sportsbook punters
FanDuel has selected Genius Sports Group to lead a marketing drive for the operator’s sportsbook offering across the US.
The two-year deal includes data-driven campaigns on digital channels, including display, video and TV, with the aim of driving customer acquisition and sports betting engagement.
The data provider’s digital marketing tech will personalise ad messaging for FanDuel consumers and leverage real-time odds, stats and video highlights, focusing on US sports teams and leagues.
Genius Sports Group commercial director Josh Linforth said: “We are excited to help FanDuel grow its player base and optimise its marketing spend with our next-generation technology, media buying know-how, and expertise in using live sports data to drive customer growth.
“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,” he added
The agreement is further proof of the current land grab in the high-growth US betting market in states where operators including DraftKings and BetMGM compete with FanDuel for market share.
Terms of the deal were not disclosed, although EGR understands it is structured more like an agency contract with a pre-approved budget as opposed to a fluctuating CPA model.