Sports Innovation Lab, part of Genius Sports Employee Directory

Advertising ServicesMassachusetts, United States11-50 Employees

Sports Innovation Lab is a data, insights, and analytics firm that helps brands and sports properties optimize sponsorships, refine targeted advertising, and enhance fan experiences. It centers its offerings on using fan data to better understand audiences and expand reach within sports and entertainment. The company maintains a proprietary model called Fluid Fan Graph, built from observational, transactional, and deterministic data. Its client base includes global brands and sports organizations such as Legends, Kellanova, NASCAR, and Monumental Sports and Entertainment.

Based in Boston, Massachusetts, the firm operates in the advertising services market as a data-driven partner for sponsors and rights holders. In September 2025, Genius Sports Group completed its acquisition of Sports Innovation Lab, integrating it into its media and advertising operations; the firm is recognized for pioneering fan-behavior research and for advancing the commercialization of women's sports.

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