Omnicom Debuts Fan Graph to Bridge the Gap in Sports Marketing Data

The platform, powered by Acxiom’s Real ID technology, consolidates intelligence across 260 million U.S. consumers and 2.6 billion globally. By integrating media engagement, commerce, and live attendance into one interface, it allows marketers to move beyond surface-level metrics like reach and impressions. Instead, the system aims to quantify how specific fan behaviors drive long-term customer value and business growth.

Omnicom manages $9.9 billion in sponsorship influence and oversees a third of all sports media spending. By leveraging this scale, the new tool functions as an operating system for sponsorship strategy and athlete partnerships. George Manas, Omnicom’s Chief Growth & Solutions Officer, stated that the tool enables brands to measure the impact of sports investments with greater precision. The company plans to demonstrate the platform’s capabilities during a session at the Cannes Lions festival on June 23.