We’ve translated our market-leading insights into activation with the launch of Sports Innovation Lab Audiences™. Deterministic at scale and anchored in the purchasing habits of over 25 million U.S. consumers, this proprietary dataset has been designed specifically with sports & entertainment domain expertise that - until now - has been missing from other available data sources.
We see the complete purchase habits of 25+ million US consumers
We’ve tagged and organized every type of sports & entertainment consumer — from Gen-Alpha Hockey Fans to Concert-Loving Sports Bettors.
We’ve translated this intelligence into addressable audiences that brands & properties can target directly to drive ticket sales, viewership/tune-in, awareness, & conversion.
OVER 30 AUDIENCES NOW ON LIVERAMP
| Client or SIL Category Name | Audience Segment Name | Description |
|---|---|---|
| General & High Value Fans | Sports Innovation Lab > Fan Football > NFL, Football Entertainment, Apparel, Subscriptions | National audience of National Football League (NFL) fans. Purchasers of event tickets, merchandise, concessions, or streaming content related to the NFL. |
| General & High Value Fans | Sports Innovation Lab > Fan Basketball > NBA, Basketball Entertainment, Apparel, Subscriptions | National audience of National Basketball Association (NBA) fans. Purchasers of event tickets, merchandise, concessions, or streaming content related to the NBA. |
| General & High Value Fans | Sports Innovation Lab > Fan Hockey > NHL, Hockey Entertainment, Apparel, Subscriptions | National audience of National Hockey League (NHL) fans. Purchasers of event tickets, merchandise, concessions, or streaming content related to the NHL. |
| General & High Value Fans | Sports Innovation Lab > Fan Baseball > MLB, Baseball Entertainment, Apparel, Subscriptions | National audience of Major League Baseball (MLB) fans. Purchasers of event tickets, merchandise, concessions, or streaming content related to the MLB. |
| General & High Value Fans | Sports Innovation Lab > Fan Women's Professional Leagues > Basketball & Soccer > WNBA, NWSL, LPGA | National audience of Professional Women's Sports Leagues. Purchasers of event tickets, merchandise, concessions, or streaming content related to the NWSL, WNBA, or LPGA. |
| General & High Value Fans | Sports Innovation Lab > Sports Fans > LA Sports Buyers > All Sports Teams > LA Market | Purchasers of event tickets, merchandise, or concessions for Los Angeles based professional sports teams, such as the Lakers, Rams, and Kings. This also include residents of the LA metro that purchase major event tickets around the country, like the Kentucky Derby, Super Bowl, and more. |
| General & High Value Fans | Sports Innovation Lab > Sports Fans > Chicago Sports Buyers > All Sports Teams > Chicago Market | Purchasers of event tickets, merchandise, or concessions for Chicago based professional sports teams, such as the Bears, Cubs, and Bulls. This also include residents of the Chicago metro that purchase major event tickets around the country, like the Kentucky Derby, Super Bowl, and more. |
| General & High Value Fans | Sports Innovation Lab > Sports Fans > Boston Sports Buyers > All Sports Teams > Boston Market | Purchasers of event tickets, merchandise, or concessions for Boston based professional sports teams, such as the Celtics, Patriots, and Bruins. This also include residents of the Boston metro that purchase major event tickets around the country, like the Kentucky Derby, Super Bowl, and more. |
| General & High Value Fans | Sports Innovation Lab > Sports Fans > NY Sports Buyers > All Sports Teams > NY Tristate Area Market | Purchasers of event tickets, merchandise, or concessions for New York based professional sports teams, such as the Knicks, Yankees, and Rangers. This also include residents of the NY metro that purchase major event tickets around the country, like the Kentucky Derby, Super Bowl, and more. |
| Bettors | Sports Innovation Lab > Fan Gamblers & Bettors > High Value > Online, Casino, Resorts, Apps, Sites, Memberships | High value purchasers based on their total spend with in-person and online gambling outlets, as well as people that engage in both as cross-channel bettors. |
| OTT Streamers | Sports Innovation Lab > Home Entertainment Sports Fan > OTT Subscriber > MLB & Baseball Fans > Video Streaming | Crossover of the national audience of Major League Baseball (MLB) fans and those that subscribe to sport-specific Over The Top (OTT) streaming platforms. |
| OTT Streamers | Sports Innovation Lab > Home Entertainment Sports Fan > OTT Subscriber > NBA & Basketball Fans > Video Streaming | Crossover of the national audience of National Basketball Association (NBA) fans and those that subscribe to sport-specific Over The Top (OTT) streaming platforms. |
| OTT Streamers | Sports Innovation Lab > Home Entertainment Sports Fan > OTT Subscriber > NHL & Hockey Fans > Video Streaming | Crossover of the national audience of National Hockey League (NHL) fans and those that subscribe to sport-specific Over The Top (OTT) streaming platforms. |
| OTT Streamers | Sports Innovation Lab > Home Entertainment Sports Fan > OTT Subscriber > Women Sports Fans > Video Streaming | Crossover of the national audience of Professional Women's Sports Leagues fans, like the NWSL, LPGA, WNBA, and those that subscribe to sport-specific Over The Top (OTT) streaming platforms. |
| Youth Sports | Sports Innovation Lab > Youth Sports Fan > Football & Rugby > Gear, Merchandise, Subscriptions, Entertainment | Crossover of the national audience of Youth Sports supporters as well as Rugby fanatics, including both fans and participants. |
| Youth Sports | Sports Innovation Lab > Youth Sports Fan > Soccer > Gear, Merchandise, Subscriptions, Entertainment | Crossover of the national audience of Youth Sports supporters as well as Soccer fanatics, including both fans and participants. |
| Youth Sports | Sports Innovation Lab > Youth Sports Fan > Hockey > Gear, Merchandise, Subscriptions, Entertainment | Crossover of the national audience of Youth Sports supporters as well as Hockey fanatics, including both fans and participants. |
| Youth Sports | Sports Innovation Lab > Youth Sports Fan > Baseball > Gear, Merchandise, Subscriptions, Entertainment | Crossover of the national audience of Youth Sports supporters as well as Baseball fanatics, including both fans and participants. |
| Gamers | Sports Innovation Lab > Sports Gamer Fans > All Sports Entertainment > Console, Mobile, Online Gaming | Purchasers of sports properties in general, including events, concessions, merchandise, and streaming, with those that also spend on video games. |
| Emerging & Smaller Scale Sports | Sports Innovation Lab > Emerging Sports Fans > Volleyball, Cricket, Rugby, Sail GP, Pickleball, Big3, MMA, UFC | Purchasers of smaller and emerging sports as participants and/or spectators, including volleyball, cricket, rugby, Pickleball, Lacrosse, The Big 3, and combat sports like MMA and UFC specifically. |
| Bettors | Sports Innovation Lab > Fan Gamblers & Bettors > NFL & Football > Online Properties & Resorts, Casinos | Crossover of the national audience of National Football League (NFL) fans and those that exhibit gambling behaviors, either in person, online, or both as cross-channel bettors. |
| Bettors | Sports Innovation Lab > Fan Gamblers & Bettors > NBA & Basketball > Online Properties & Resorts, Casinos | Crossover of the national audience of National Basketball Association (NBA) fans and those that exhibit gambling behaviors, either in person, online, or both as cross-channel bettors. |
| GenZ | Sports Innovation Lab > Gen Z Fans > All Leagues & Teams > Subscriptions, Leagues, Merchandise, Gear, Entertainment | Purchasers of sports properties in general, including events, concessions, merchandise, and streaming, with those that also exhibit behaviors indicative of Gen Z and Trendsetters in the household. |
| General & High Value Fans | Sports Innovation Lab > Sports Fans > High Value Fans > NHL | High value purchasers based on their total spend with the National Hockey League (NHL) and associated properties. |
| General & High Value Fans | Sports Innovation Lab > Sports Fans > High Value Fans > International Sports Fans | High value purchasers based on their total spend with combat sports merchants, both as fans and participants through event transactions or specific gear. This list also includes those with an affinity towards international sports, such as the Olympics, UEFA, rugby, cricket, racing, and more. |
| General & High Value Fans | Sports Innovation Lab > Sports Fans > High Value Fans > NBA | High value purchasers based on their total spend with the National Basketball Association (NBA) and associated properties. |
| Apparel | Sports Innovation Lab > Fan Buyers > Apparel & Accessories > Retailers Active & Athleisure > All Speciality Retailers | Purchasers are spending on athletic and athelisure apparel, indicating an athletic lifestyle. |
| Apparel | Sports Innovation Lab > Fan Buyers > Apparel & Accessories > Official License Retailers > Official Merchandise | Purchasers are buying officially licensed sports apparel of their favorite teams at both the professional and amateur levels. |
| Collectibles | Sports Innovation Lab > Sports Fan Collectors > Collectibles > Hobbies & Toys, Home Entertainment | Purchasers of collectors items across multiple forms of entertainment. Transactors in this audience spend with merchants like Magic The Gathering, Dapper Labs, Topps (Fanatics), and more. |
Learn More About Sports Innovation Lab Audiences
Strategic
Advisory
Whether you need to better understand your current fanbase, identify new target audiences for growth, drive new sponsorship revenue, or guide future innovation, the Fluid Fan Engine is our proprietary system to develop data, insights, and strategy to help you grow your business.
Leveraging a variety of data sources and research methods, the strategic advisory team crafts comprehensive strategies to drive growth and innovation.
From our Fluid Fan reports to spearheading methodology to uncover the Most Innovative Teams in the World, we’ve set the bar for what quality thought-leadership should say (and look like) in sports. We conduct comprehensive research to develop curated reports that are used for both internal business strategy and external market positioning.
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We are trusted by world-class organizations to facilitate strategic conversations amongst key stakeholders, leveraging proprietary and external research to advance ideas and establish cultures of innovation. Our flagship Innovation Flywheel program is designed to help organizations identify, align on, research, and execute innovation priorities — all in the name of “future proofing” your business.