Today, Dentsu and Sports Innovation Lab announced a strategic partnership that gives clients access to sports audiences across any publisher or platform.
With the news, Dentsu, the first holding company to enter into such a partnership with Sports Innovation Lab, provides its clients with the ability to develop sports-related insights and target addressable sports audiences across Merkury, Dentsu’s global data, identity, and insights platform, which has 268 million reachable U.S. adults.
Sports Innovation Lab will bring its audience segments from all teams across seven major sports leagues, including the NFL, MLB, NBA, NHL, WNBA, MLS, and NSWL, as well as segments from entertainment venues and sports betting platforms, all of which are built on transaction-based data.
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Saleah Blancaflor is a TV reporter at ADWEEK.
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