Futures Sport

What Futures Sport does

Futures Sport + Entertainment is a sports analytics and consulting agency founded in 2002 and operating as a wholly-owned subsidiary of Omnicom Group. The firm delivers four interlocking service lines — Audience Measurement, Sponsorship Valuation, Fans Research, and Strategy Consulting — to enterprise sports clients including clubs, leagues, federations, and brand sponsors. Named clients include the NFL, Manchester United, Bundesliga, ECB, IPL, Cricket South Africa, adidas, World Rugby, Formula E, Matchroom, WRC, and London Marathon Events. The company operates from seven offices across the UK, Ireland, the US, Australia, and South Africa, with 50+ specialist consultants delivering bespoke, multi-year engagements.

The offering is built on a proprietary technology stack that includes exposure monitoring software, computer vision models (developed in collaboration with Microsoft via the IPG network) that scan broadcast footage to detect brand logos, and SQL-backed valuation databases. Annual surveys of more than 60,000 sports fans feed fan profiling and cross-market benchmarking, and the firm holds access to Omnicom's $100bn+ annual media spend data to calibrate sponsorship valuations. Pricing is bespoke and not publicly disclosed; all engagements are tailored to client needs under multi-year contracts. Distribution is relationship-led enterprise sales targeting C-suite executives at Tier 1 rights holders globally, with no self-serve product, public API, or SaaS offering.

Name

Futures Sport

Legal name

Futures Sport + Entertainment

Website

https://futuressport.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Futures Sport + Entertainment is a 24-year-old sports analytics and consulting agency, owned by Omnicom Group, that provides audience measurement, sponsorship valuation, fan research, and strategy consulting to Tier 1 sports rights holders, federations, and brand sponsors globally.

Ownership category

akta.pro rank

Product category

Sports Analytics and Consulting

NAICS

Other Spectator Sports (711219), Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

akta.pro secondary industry

Media & Broadcast Sponsorship (In-Game Broadcast, Streaming Sponsorship) (MPAKALAF)

Keywords

• Sports analytics services
• Audience measurement
• Sponsorship valuation
• Fan research
• Sports strategy consulting

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Analytics and Consulting Services: Recurring analytics and consulting engagements with sports leagues, teams, federations, and brands, providing ongoing audience measurement, sponsorship valuation, and fan research services
2. Strategy Consulting: Board-level strategic guidance on media rights strategy, sponsorship packaging, and brand development for C-suite executives

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Futures Sport + Entertainment is a sports analytics and consulting agency delivering four interlocking service lines: Audience Measurement (global sports audience intelligence across TV, digital, and broadcast), Sponsorship Valuation (media valuation and exposure monitoring combining proprietary brand-exposure tracking with Omnicom's $100bn+ annual media spend data), Fans Research (primary research of 60,000+ sports fans annually), and Strategy Consulting (C-suite advisory on media rights, sponsorship packaging, and brand development). All offerings are underpinned by proprietary exposure monitoring software and computer vision models and are delivered through bespoke consultancy engagements rather than self-serve products.

Product overview

Futures Sport & Entertainment is a sports analytics and consulting agency that operates as a unified portfolio of four interlocking service lines — Audience Measurement, Sponsorship Valuation, Fans Research, and Strategy Consulting — all underpinned by proprietary software tools and primary research. The company has no standalone SaaS product or self-service platform; its offering is delivered entirely through consultancy engagements. Core capabilities include global audience intelligence (powered by audited data and proprietary modelling), sponsorship media valuation (driven by proprietary exposure monitoring software and Omnicom's $100bn+ annual media spend data), fan profiling (anchored by annual primary research of 60,000+ fans), and strategic advisory on media rights, brand development, and sponsorship packaging. The four services are designed to be complementary — audience data informs sponsorship valuations, fan research supports brand strategy, and strategy consulting draws on all three data pillars.

Differentiator

Problem solved

Functional benefit

Products and services

• Audience Measurement
• Sponsorship Valuation
• Fans Research
• Strategy Consulting
• Portfolio Management Tools

Quantifiable outcome

• Described by Financial Times as 'the best source of audience data in the world'
• +1 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• Cricket South Africa (CSA)coreStrategic or Co-development Partner · 9 April 2026Formal partnership marking Futures entry into the African market. Represents the company's next phase of global expansion as a leading provider of data and analysis for the sports media and fan landscape across the African continent.
• OctagoncoreStrategic or Co-development PartnerSister agency within IPG specializing in sports and entertainment events, hospitality, and activations. Futures works alongside Octagon to assist teams and rightsholders with commercial strategy, including optimizing markets, assets, and brand acquisition strategy. Futures employees also volunteer at major sporting events through Octagon.
• FutureBrandcoreStrategic or Co-development PartnerSister agency specializing in brand positioning. Futures works closely with FutureBrand on brand positioning projects, conducting research and providing data insights to help justify brand strategy and creative decisions.
• England & Wales Cricket Board (ECB)coreStrategic or Co-development PartnerMajor long-standing client relationship where Futures serves as head of relationships. ECB is one of the major accounts mentioned across multiple team members' profiles.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Nielsen Sports: Part of Nielsen Holdings, Nielsen Sports is the global incumbent in sports audience measurement and sponsorship analytics; it competes head-to-head with Futures on TV/digital audience ratings, sponsorship valuation, and fan research for the same rights holder and brand clients.
• GumGum Sports: GumGum Sports is a computer-vision-driven sponsorship and media valuation platform that uses AI to detect brand exposure in sports broadcasts, directly overlapping with Futures' proprietary exposure monitoring and sponsorship valuation services.
• Blinkfire Analytics: Blinkfire provides AI-powered sponsorship valuation, media valuation, and audience engagement analytics across sports, social, and broadcast; it targets the same rights holders and brands that Futures serves for sponsorship measurement and ROI reporting.
• Hookit: Hookit measures sponsorship exposure and media value across social, broadcast, and digital channels for sports properties and sponsors, making it a direct competitor in sponsorship analytics and valuation for brands like those in Futures' client list.

Broad incumbents

• Stats Perform: Stats Perform is a large, established sports data and AI company (Opta, RunningBall) providing live data, betting, and broadcast feeds to leagues, media, and betting operators; it overlaps with Futures on sports data and audience intelligence, but at much greater scale and breadth.
• Octagon: Octagon is a sister IPG agency specializing in sports and entertainment consulting, sponsorship activation, and event management; while broader in scope, it works with the same rights holder and brand clients and collaborates with Futures on commercial strategy.
• Deltatre: Deltatre is a large sports media technology and services provider offering digital, broadcast, and data solutions to rights holders; it competes indirectly with Futures on audience measurement and digital fan engagement while serving the same Tier 1 sports clients.

Emerging players

• SponsorUnited: SponsorUnited is a sponsorship marketplace, analytics, and advisory firm focused on sponsorship deal intelligence for brands, agencies, and properties; it overlaps with Futures' sponsorship valuation and brand strategy work, but with a more data-platform-led delivery model.
• HypeAuditor: HypeAuditor provides influencer and sponsorship analytics including audience demographics, fraud detection, and ROI measurement; it intersects with Futures' exposure monitoring and fan research in digital and social sponsorship measurement.
• Two Circles: Two Circles is a sports data and fan engagement agency serving rights holders with fan data, ticketing analytics, and CRM, overlapping with Futures' audience measurement and fan research services for major leagues and federations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/FuturesSport

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Futures Sport