New Partner Intelligence research from Genius Sports and Omnicom Media Intelligence shows that sponsorships embedded into the viewing experience drive stronger brand outcomes and improve the fan experience.
Nearly every NBA fan watching live sports wants more information.
According to new Partner Intelligence research from Genius Sports and Omnicom Media Intelligence, 96% of fans seek additional context while watching live basketball broadcasts. They watch highlights on social media, tune into halftime analysis, and search for more information about what’s happening on the court.
The finding highlights a shift in how fans engage with live sports. Fans aren’t watching passively; they’re active participants, looking for deeper insight and real-time context as the game unfolds.
But how do brands deliver that experience in a way that feels relevant and valuable?
To find out, Genius Sports and Omnicom Media Intelligence surveyed more than 3,600 NBA fans. The study examined the impact of branded in-game augmentation including live stats, player identification, dynamic shot charts, and real-time game insights integrated directly into live broadcasts.
The results suggest that utility has become a powerful driver of sponsorship performance.
When branded in-game augmentation was paired with traditional video advertising, brands saw significantly stronger results than video advertising alone.
Key findings include:
- 5x higher lift in brand favorability
- 3x higher lift in search intent
- 3x higher lift in purchase intent
- 7x stronger perceptions of brands as premium
- 79% of viewers said branded graphics felt like a natural part of the game
- 68% said branded graphics helped them understand the game better
The impact was strongest among younger audiences. Gen Z and millennial fans were most likely to seek additional information during live games and to say branded graphics helped them follow the action.
Just as importantly, viewers didn’t see these experiences as interruptions. More than four in five said they liked or loved branded stat graphics integrated into the broadcast.
As sports media becomes increasingly driven by real-time data and contextual content, the research suggests sponsorships are most effective when they help fans understand the game, not just notice a brand.
Download Embedded Advantage: Branding for the Way Fans Watch Now to explore the full findings.
