12:33 PM EDT, 07/30/2025 (MT Newswires) -- Genius Sports ( GENI ) said Wednesday that it has entered into a multiyear collaboration with PMG, an independent ad agency.

Per the deal, PMG will become a founding agency partner of Genius Sports' ( GENI ) fan engagement platform, FANHub.

The partnership will focus on brands within PMG's portfolio that are looking to reach wider sports audiences. Also, Genius Sports ( GENI ) will help improve PMG's artificial-intelligence-based marketing tool, Alli, the company said. The system is designed to enables brands to understand cultural and sports trends in real time, Genius said.

The collaboration aims to develop advanced ad formats such as augmented reality and in-game contextual ads, and build new ways to measure the impact of sports media investments, the company added.

Shares of Genius Sports ( GENI ) rose past 12% in recent trading.

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