Genius Sports acquires Sports Innovation Lab
The expanded dataset will allow Genius Sports' partners to better target fans.
Key points:
– Genius Sports has acquired Sports Innovation Lab
– The addition of fan data will allow for better fan behaviour tracking and ultimately more refined advertising
Genius Sports has announced its acquisition of Sports Innovation Lab.
The acquisition will see Genius Sports utilise the sports fan data platform to bolster its media segment, combining Genius Sports’ game data with Sports Innovation Lab’s fan insights. As such, the two aim to develop a more cohesive fan journey dataset, combining data from both on and off the field.
Data that can be tracked through the acquisition will include annual purchases, attendance and viewership. It will allow Genius Sports’ data, technology and broadcasting partners to target fans more directly and precisely, with player behaviour providing a framework for campaigns to deliver a better ROI.
The data will be available via the Genius Sports FanHub platform, as well as channel partners including LiveRamp, The Trade Desk and Amazon.
On the partnership, Genius Sports CEO Mark Locke 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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