Acxiom Fan Graph pulls sponsorship, media and purchase data on 2.6 billion consumers into a single profile, targeting a measurement gap that has left sports marketers relying on solely reach and impressions in a market that needs more granular data
Omnicom has introduced Acxiom Fan Graph, a sports marketing intelligence platform that pulls fan data from media, commerce, attendance, ticketing and loyalty programs into a single identity linked view. The tool is built on Acxiom’s Real ID technology and is available through Omni, Omnicom’s agentic marketing platform.
The launch addresses a well known problem for brands investing in sports: fan intelligence is scattered across streaming, social, fantasy sports, ticketing, retail and loyalty systems, pushing marketers to fall back on reach and impression counts instead of evidence of how fandom converts into purchases or long term value.
What Fan Graph does
Omnicom’s value promise: Fan Graph links identity, behavior and commercial outcomes across 260 million US consumers and 2.6 billion consumers globally, using privacy compliant profiles rather than raw tracking data.
Acxiom Fan Graph is designed to feed several stages of the marketing budget cycle at once: audience planning, creative development, media buying, commerce activation, sponsorship strategy, athlete partnership decisions and post campaign measurement.
Why Omnicom is positioned to launch it
Omnicom manages $9.9 billion in sponsorship influence, oversees roughly one-third of sports media spending globally and maintains more than 500 partnerships across leagues and platforms. That existing footprint is what allows Fan Graph to function less as a standalone data product and more as shared infrastructure across an agency network’s sponsorship, athlete representation and measurement work.
Omnicom presented Fan Graph in a session at the Omnicom Space during Cannes Lions, with a livestream available to Omnicom employees, clients and partners.
