Genius Sports Acquires Sports Innovation Lab

Genius Sports has completed the acquisition of Sports Innovation Lab, strengthening its media division with the addition of the fan data and insights platform.

Through the deal, Genius Sports will combine its official game data with Sports Innovation Lab’s fan intelligence to create a more unified fan journey dataset, incorporating both on-field and off-field behaviour.

The data captured will cover areas such as annual purchases, attendance and broadcast viewership. This will allow Genius Sports’ data, technology and media partners to target audiences with greater precision, with fan behaviour forming the basis for more effective and higher-ROI campaigns.

The enhanced dataset will be made available via the Genius Sports FanHub platform, as well as through distribution partners including LiveRamp, The Trade Desk and Amazon.

Mark Locke, CEO of Genius Sports, said:

“This acquisition is an important step in the continued growth of our media business. By integrating the most comprehensive official sports data with unmatched fan intelligence, we are strengthening our foundation and providing partners with a powerful new way to understand and engage fans at scale.

“The Sports Innovation Lab acquisition transforms our media business, instantly extending our reach into an established customer network across multiple verticals. It positions us to lead the market, accelerate growth and drive a step-change expansion of our customer base.”

Josh Walker, CEO of Sports Innovation Lab, added:

“Joining forces with Genius Sports represents an incredible opportunity for both our business and our team. Genius has always led the way in making sports more innovative, reshaping how technology connects fans to the games they love. We look forward to uniting our visions, scaling our platform globally and delivering even greater value to our clients and partners.”

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