Genius Sports turns Liga MX data into new live sponsorship inventory
Genius Sports and TelevisaUnivision are launching data-enhanced Liga MX broadcasts that will turn live match events into new real-time sponsorship inventory, creating an additional commercial layer around one of the most-watched football properties in the US.
Genius Sports has partnered with TelevisaUnivision to introduce immersive, data-driven Liga MX broadcasts that will create new advertising and sponsorship inventory around live match events.The enhanced broadcasts will include visual overlays, in-game data, player milestones and win probabilities, with the technology powered by Genius Sports’ AI-based GeniusIQ platform.TelevisaUnivision executive vice-president of US sports sales Andrew Captan said: “As the league commands massive viewership on our networks and platforms, this presents a unique opportunity to deepen fan engagement among U.S. Hispanic audiences and drive innovative value for our advertisers.”The key commercial element is Genius Sports’ Moments engine, which uses live data to identify and trigger sponsorable moments within broadcasts.Brands will be able to associate themselves with specific events as they happen, effectively creating premium inventory around moments of peak audience attention rather than relying solely on traditional ad breaks or static sponsorship.Genius Sports executive vice-president of rights and partnerships Sean Conroy said: “Creating new sponsorship inventory within live games is a key priority for leagues and broadcasters.”“Genius Sports Moments uses live game data to power real-time insights for fans while taking key moments in the action and turning them into sponsorable inventory for brands.”The model gives TelevisaUnivision an additional route to monetise Liga MX rights while also potentially increasing the value generated from existing audiences.Liga MX is the most-watched football league in the US regardless of language, giving the broadcaster a substantial Hispanic and wider football audience around which to build the new advertising product.The first enhanced broadcast will be Toluca against Atlas on September 12, with three further matches using the technology during the same weekend.Data-enhanced coverage will then continue across TelevisaUnivision’s Liga MX broadcasts every weekend until the end of the season.Genius Sports already serves as Liga MX’s official data tracking and innovation partner, with GeniusIQ deployed across all 18 league stadiums.The platform captures billions of tracking data points from matches and is also used for performance tools and semi-automated offside technology.The new agreement extends that infrastructure from sporting and broadcast applications into direct commercial monetisation, giving TelevisaUnivision and Liga MX a way to convert live data into additional sponsorship assets throughout matches.