Omnicom Launches Acxiom Fan Graph: A Game-Changer in Sports Marketing Intelligence

On June 23, 2026, Omnicom Group Inc. (NYSE: OMC) unveiled the Acxiom Fan Graph, a groundbreaking sports marketing intelligence solution designed to provide brands with a comprehensive view of sports fandom. Leveraging Real ID™, this innovative platform consolidates data from various sources, including media, commerce, attendance, purchases, and consumer identity, into a privacy-compliant framework that equips brands with the insights necessary to effectively engage with sports audiences.

The press release highlights a significant challenge faced by marketers in the $92 billion global sports marketing and sponsorship market, which is projected to grow to $156 billion by 2032. Despite the tremendous potential for growth, brands often struggle to identify which fan segments are most valuable, how fandom influences consumer behavior, and the direct impact of sports investments on business outcomes.

Historically, fan intelligence has been scattered across multiple platforms, including streaming services, social media, fantasy sports, ticketing systems, and retail loyalty programs. Consequently, brands frequently depend on surface metrics such as reach and impressions to evaluate sports investments, lacking a clear understanding of how these factors translate into genuine engagement and long-term customer value.

Acxiom Fan Graph stands out by connecting intelligence across 260 million U.S. consumers and 2.6 billion global consumers, thereby creating a comprehensive understanding of sports fandom within a privacy-compliant framework. Available through Omni, Omnicom's agentic marketing intelligence platform, the Fan Graph enables marketers to refine their audience planning, optimize creative development, enhance media activation, and improve sponsorship strategy, among other critical functions.

By integrating identity, behavior, and outcomes, Acxiom Fan Graph empowers brands to move beyond assumptions and uncover actionable insights that drive fan engagement and business growth.

George Manas, Chief Growth & Solutions Officer at Omnicom, emphasized the importance of this launch, stating, "Sports has become one of the world's most powerful cultural and commercial forces, yet marketers still struggle to connect fan engagement to business outcomes. Fan Graph changes that. By creating a unified view of fandom, we're helping brands better understand their audiences, activate them more effectively, and measure the impact of sports investments with greater precision and accountability."

The launch of Acxiom Fan Graph is a significant addition to Omnicom's already robust Sports & Entertainment capabilities, which encompass commerce, experiences, media, sponsorship strategy, athlete partnerships, and measurement. The company manages an impressive $9.9 billion in sponsorship influence, oversees one-third of all sports media dollars, and maintains over 500 partnerships across various leagues and platforms. With visibility into more than 20,000 sporting events annually, Omnicom is uniquely positioned to leverage this new platform.

Omnicom will showcase the Acxiom Fan Graph during a special session at the Cannes Lions festival on June 23rd, at 12 PM CEST. The event promises to provide further insights into how this innovative platform can revolutionize sports marketing strategies. For those unable to attend in person, a livestream will be available for Omnicom employees, clients, and partners via the company's Cannes website.

As the sports marketing landscape continues to evolve, Acxiom Fan Graph is poised to be a transformative tool that enables brands to connect more deeply with their audiences, driving engagement and growth in a competitive marketplace.

Omnicom Group Inc. stands as the world's leading marketing and sales company, dedicated to fostering intelligent growth in the next era. Powered by Omni and its proprietary data and identity solutions, Omnicom integrates its world-class agency brands and exceptional talent to address clients' most pressing growth priorities across various areas, including media, commerce, consulting, and experiential marketing.