Genius Sports Providing Tech for Women’s Sports Monetization Platform

Posted on: March 26, 2025, 08:12h. 

Last updated on: March 26, 2025, 09:48h.

Todd Shriber @etfgodfather Read More
Expertise: Financial, Gaming Business, Mergers and Acquisitions.
  • Deep Blue Sports + Entertainment will use Genius FANHub platform
  • Example of Genius technology expanding beyond sports wagering

Genius Sports announced Tuesday that its FANHub platform will underpin a new effort by Deep Blue Sports + Entertainment to drive better advertising economics around women’s sports.

Genius
A slide from a Genius Sports investor presentation. The company announced an agreement to drive targeted advertising for women’s sports. (Image: Genius Sports)

Deep Blue Sports unveiled its Women’s Sports Audience Intelligence & Monetization (WS/AIM) service, which attempts to drive targeted advertising in the rapidly growing women’s sports space. The platform is designed to bolster advertising-related economic outcomes for athletes, franchises, and leagues. The service was developed in tandem with Precise.

The partnership combines Deep Blue’s strategic expertise in women’s sports, Genius Sports’ exclusive league relationships (including the WNBA and NCAA), and Precise’s proof-based collaboration technology to power data-driven marketing with transparency and precision,” according to a statement.

The WS/AIM service is designed to drive improved media buying opportunities as viewership of women’s sports surges. Financial terms of the accord with Genius weren’t disclosed.

Genius Sports Has Advertising Experience

In the sports wagering world, Genius is known as one of the dominant providers of data to sportsbook operators, delivering services and technology essential to fast-growing markets such as in-game, or live, betting and same-game parlays.

The company has targeted advertising capabilities as highlighted by FANHub and its Trend Genius offering, the latter of which struck an advertising agreement last year with social media giant X.  As conversations on X die down, the ads served by Trend Genius would be paused until momentum is regained. In simple terms, Trend Genius harnesses artificial intelligence (AI) capabilities to show ads that are most relevant to specific X conversations and threads.

With FANHub, the potential exists for Genius to assist Deep Blue in helping advertisers better target ads while driving higher return on investment. In simpler terms, there are plenty of targeted ads for men’s sports, but far less in the women’s arena. The Deep Blue/Genius partnership could close that gap.

“Through this model, athletes, teams, and leagues can unlock new revenue streams while maintaining control over how their audiences are engaged. Deep Blue and Precise serve as strategic consultants in this capacity, helping organizations maximize the value of their audience intelligence and monetization strategies in a privacy-first marketplace,” according to the companies.

Time is Right for Genius, Deep Blue Partnership

The agreement with Deep Blue is the latest example of Genius technology being adopted outside the sports betting space, signaling the data provider is diversifying its revenue stream while decreasing its dependence on the gaming industry.

It also arrives at a time of exponential growth in women’s sports — both in betting and viewership terms. Those trends are expected to continue for years to come.

“Women’s sports represent one of the most compelling marketing opportunities for advertisers,” said Josh Linforth, chief revenue officer at Genius Sports, in the press release. “This partnership enables brands to connect with these growing fan bases through newly created audience segments and gametime capabilities that match the excitement of live women’s sports.”