Marketing during the Olympics requires a new approach. It requires fan intelligence powered by data. In this report, Sports Innovation Lab dives into our Sports Data Cloud to showcase how brands can identify and reach Fluid Fans - the fans of the future - as well as target high-value Olympic fan communities and activate deterministic data that converts. Brands have the ability to expand their reach into previously hard-to-access sports fan segments, such as gymnastics, swimming, track and field, badminton, breakdancing, and more.