Source: Sports Innovation Lab

Dentsu has announced a strategic partnership with sports fan data analyzer Sports Innovation Lab. 

The SIL data platform crunches fan data across major sports leagues (NFL, MLB, NBA, NHL, WNBA, MLS and NSWL), their arenas and venues, and major sports betting platforms. The company, which has created what it calls a sports data cloud, says the data is all transactional based. 

The SIL platform is being linked with Dentsu’s consumer identity and insights platform Merkury to help clients glean specific sports fandom insights. Person ID-based connections via Merkury power targeting across 100+ publishers and ad-tech platforms, including connected TV, social media, and display media.  

Dentsu is the first major ad holding company to partner with the lab, which counts as clients Nike, the WNBA, NHL and others. 

“Merkury’s more than 10,000 consumer data attributes combined with the data-driven fan intelligence from Sports Innovation Lab, generate the most advanced and precise sports audiences in the industry,” asserted Gerry Bavaro, chief strategy officer, Merkury at dentsu.  

“Sports audience data has historically posed a challenge for brand advertisers because it is limited or bundled as part of media publishers’ promotions and sponsorship deals” added Jennifer Pelino, SIL’s Chief Commercial Officer. “Now brands can use this data to meaningfully enhance their advertising strategies during key events like the NFL season or the holiday shopping rush, driving increased engagement and ROI.”