Omnicom has launched Acxiom Fan Graph, a new sports marketing intelligence solution designed to help brands gain a more comprehensive understanding of sports fandom by connecting data across media, commerce and consumer engagement.Announced at Cannes Lions, the platform is built on Acxiom's Real ID identity framework and aims to address a longstanding challenge for marketers: understanding how sports fandom translates into consumer behaviour and business outcomes.According to Omnicom, fan intelligence remains fragmented across streaming services, social media platforms, fantasy sports, ticketing systems, retail channels, loyalty programmes and live events. As a result, brands often rely on metrics such as reach, impressions and exposure to evaluate sports sponsorships and marketing investments.Acxiom Fan Graph seeks to bridge that gap by unifying data signals across media consumption, attendance, purchases, participation and consumer identity into a single privacy-compliant view of sports fans. The company said the platform combines intelligence across 260 million consumers in the United States and 2.6 billion consumers globally.Available through Omni, Omnicom's agentic marketing intelligence platform, Fan Graph is designed to support audience planning, creative development, media activation, commerce opportunities, sponsorship strategy, athlete partnerships and measurement."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," said George Manas, chief growth and solutions officer at Omnicom. "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 comes as the global sports marketing and sponsorship market, currently valued at about $92 billion, is projected to grow to $156 billion by 2032, increasing pressure on marketers to demonstrate returns on sports investments.Omnicom said the offering builds on its existing sports and entertainment business, which spans commerce, experiential marketing, media, sponsorship strategy, athlete partnerships and measurement. The company claims to manage $9.9 billion in sponsorship influence, oversee one in three sports media dollars, maintain more than 500 partnerships across leagues and platforms, and have visibility into over 20,000 sporting events annually.