Affinity Solutions, the consumer purchase insights company, has announced the launch of Fansactions, a solution that connects fans and brands by providing unprecedented visibility into the relationship between sports media investment and consumer purchase behaviour. Fansactions enables advertisers to directly see and measure ROAS for optimal, real-world outcomes by combining billions of deterministic online and in-store transactions with sports fan media consumption and ad exposure. This solution seamlessly integrates with any media and measurement platform across linear TV and CTV, giving advertisers more flexibility and opportunities to unlock greater value from their investments.  

The epicenter of fan and brand engagement, Fansactions empowers brands with a clear understanding of which sports and leagues their customers – and competitors’ customers – engage with, to activate precise targeting and optimisation, and ultimately maximsze ROAS. Further, Fansactions helps brands discover promising market segments, including emerging sports and leagues that present ideal environments for advertisers to engage and acquire new customers.

With digital viewing of live sports projected to reach 127.4 million in the US, ad dollars will follow. TV outcomes company EDO reported that in 2024, TV advertisers spent an estimated $12.4 billion on live sports, marking a 6 per cent year-over-year increase. Fansactions fulfills a critical need in the market by connecting these significant ad dollars to the outcomes metric that matters most: the purchase. 

“There’s no denying the influence and impact sports have on both our culture and our wallets,” said Damian Garbaccio, Chief Commercial and Marketing Officer, Affinity Solutions. “As live sports ad investments grow against a backdrop of an increasingly fragmented viewing landscape, marketers need to identify high-performing audiences and channels – and confidently quantify ROI. Fansactions empowers brands to transcend traditional post-campaign analysis and basic targeting by offering real-time insights into the direct impact of live sports advertising on brand engagement and sales among sports fans with a demonstrated purchase history, enabling outcome-driven marketing optimisation.” 

Recognising the opportunity, EDO is the first to leverage Fansactions with its syndicated outcomes database, enabling brands to quantify the end-to-end impact of live sports advertising – from brand searches to website engagement to confirmed purchases. 

Through joint research using Fansactions, EDO and Affinity Solutions measured the impact of live sports advertising exposure on both mid-funnel engagement — such as brand searches and website visits — and lower-funnel outcomes, including actual QSR purchases. The findings show how live sports advertising influences consumer behavior across the funnel, helping brands identify which campaigns and markets are most likely to drive sales. Initial results found that integrating live sports into TV advertising campaigns can significantly amplify brand performance. Specifically, adding live sports to a TV ad mix more than doubled sales lift from 8 per cent to 17 per cent, depending on the sports involved. A full report with more findings will be released at a later date.

“Sports fans represent one of the most passionate and valuable audiences for advertisers, but translating that passion into business outcomes requires immediate, actionable data,” said Laura Grover, SVP, Head of Client Solutions, EDO. “Our latest research with Affinity Solutions shows that brands can maximise ROI by strategically selecting the right sports—like hockey and soccer—which often deliver higher engagement and sales at a more efficient cost. This insight helps advertisers invest smarter and drive meaningful results by clearly connecting media and sports investments to consumer behaviour.”

Garbaccio continued: “Whether it’s buzzer-beaters during March Madness or the intensity of playoff seasons, live sports deliver unmatched moments that unify audiences and directly influence consumer behaviour – creating unique moments for brands to authentically connect and convert. We’re proud to partner with EDO as we work to revolutionise sports marketing and fan engagement through Fansactions.”

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Categories: Press Releases

Tags: advertising, qsr, sports