Sports Innovation Lab Data Audiences Now Available in Experian Marketplace and Audigent SmartPMPs
BOSTON — JULY 21, 2025
Sports Innovation Lab, a leading fan intelligence company serving the sports and entertainment market, has announced that its proprietary sports audiences are now available through Experian’s data marketplace, part of its Audience Engine platform. This collaboration allows media platforms to discover, combine, and activate Sports Innovation Lab’s specialized sports audiences along with Experian’s marketing data, helping advertisers reach fans across Connected TV (CTV), digital-driven linear, and addressable media channels.
At the heart of Sports Innovation Lab’s audience creation is the Fluid Fan Graph™, a data model that uses individual-level purchase data to identify modern sports fans who watch sports in new and changing ways. Experian's platform allows marketers to access a variety of specialized segments, including NFL fans, WNBA audiences, and back-to-school shoppers, which are often difficult to reach through traditional targeting methods. These groups help brands connect with viewers most likely to engage, ultimately improving return on investment.
"Experian’s marketplace gives brands and publishers the power for addressable audience activation and data linear planning, ensuring access to the most sophisticated, deterministic sports audiences available today," said Jennifer Pelino, Chief Commercial Officer & President of Data Cloud at Sports Innovation Lab. "By providing access to our unique audiences within Experian’s Marketplace, we’re empowering marketers to reach the next-generation sports fan—what we call the ‘Fluid Fan’—with a level of personalization at scale."
Activation through Audigent’s SmartPMPs
Beyond Experian’s marketplace, Sports Innovation Lab segments are now live within Audigent’s industry-leading curated private marketplaces (PMPs). This turnkey route lets buyers tap the same fan audiences—pre-packaged with premium inventory and real-time optimization—so campaigns can launch quickly and scale confidently across CTV, digital, and addressable channels.
Seamless Audience Activation, Measurable Outcomes
This collaboration also helps advertisers make more informed decisions for their traditional TV campaigns. Marketers can easily integrate Sports Innovation Lab's specialized sports audiences into data-driven linear buys by tapping into Experian's data marketplace, which simplifies the process of finding and activating precise audience segments. This approach goes beyond broad demographic targeting, enabling more accurate planning and better campaign outcomes across linear and cross-channel media.
“At Experian, we are committed to putting premium data exactly where media planners need it,” said Jake Abraham, Head of Strategic Partnerships at Experian. “By integrating Sports Innovation Lab’s Fluid Fan segments into Experian Marketplace—and making them accessible via Audigent Curated Deals—we turn fan intelligence into a turnkey audience solution that can be seamlessly activated across every screen.”
By uniting Sports Innovation Lab's purchase-based fan intelligence with Experian's deterministic identity graph—and extending activation through Audigent's SmartPMPs—brands can now pinpoint fans in seconds, launch campaigns across every screen, and prove performance. It's a single play that turns fan passion into measurable ROI, elevates media efficiency, and helps marketers win the moments that matter most.
About Sports Innovation Lab
Sports Innovation Lab is a Data, Insights, and Analytics company that enables brands and sports properties to build more effective sponsorships, improve targeted advertising, and enhance fan experiences. Known for its pioneering research on fan behavior and the commercialization of the women's sports market, Sports Innovation Lab is evolving how organizations use data to understand their customers and acquire more of them, starting with sports and entertainment. Sports Innovation Lab’s proprietary fan intelligence model - Fluid Fan Graph™ - is built on observational, transactional, and deterministic fan data. Global brands including Legends, Kellanova, NASCAR, and Monumental Sports and Entertainment use Sports Innovation Lab’s data, audiences, and insights to drive revenue. Learn more at sportsilab.com or follow on LinkedIn, Instagram, and X.
Media Contact
Anthony Baldini — Sports Innovation Lab