Case Study: Fanatics achieves 27% revenue growth with CJ Affiliate and NMPi dynamic paid search

Fanatics and NMPi Leverage Dynamic Data via Paid Search to Grow Revenue through Affiliate

Fanatics, the leading e-commerce partner for major sports brands, was facing declining revenue and rising cost of sale. Working with CJ Affiliate and publisher NMPi, the company looked to improve paid search performance by better aligning bidding strategy with real-time fan interest around player and team merchandise.

CJ Affiliate helped Fanatics and NMPi launch a dynamic paid search solution using Google Apps Script and live Premier League Fantasy Football API data to adjust bids based on in-game events like goals, assists, and cards. The campaign delivered a 27% increase in revenue, a 4% lift in conversion rate, and a 13% improvement in ROAS, while also reducing spend on poor-performing keywords and strengthening positive brand associations.

Fanatics

Max Flajsner

Head of Performance