Post by Omnicom Media

As fans increasingly expect more from the live sports viewing experience, brands have an opportunity to become part of what makes the experience better. New research from Genius Sports and Omnicom Media Intelligence found that nearly 80% of NBA fans said branded in-game graphics felt like a natural part of the broadcast. In the latest Partner Intelligence study, over 3,600 NBA fans were surveyed to understand how branded in-game augmentations such as live stats, player IDs, dynamic shot charts, and real-time insights impact both the viewing experience and brand outcomes. The research shows that combining video with in-game augmentations drives stronger results than video alone, delivering higher brand favorability, search intent, and purchase intent, while also increasing perceptions of brands as premium. The findings highlight the value of an integrated approach, showing how embedded sponsorships can strengthen both fan engagement and brand outcomes in live sports. Explore the full study to learn how brands can maximize the impact of live sports sponsorships: https://lnkd.in/gWRDzT5i