Sports Innovation Lab is an information, analytics, and insights chief trusted by world advertisers and sports activities our bodies to ship precision media focusing on and optimize sponsorship technique.
The acquisition brings collectively Genius Sports’ world footprint of official league information with Sports Innovation Lab’s deterministic fan graph, creating probably the most correct and real-time fan activation platform on the planet.
NEW YORK & LONDON, September 18, 2025–(BUSINESS WIRE)–Genius Sports Limited (NYSE:GENI) (“Genius Sports”), the official information, know-how and broadcast companion that powers the worldwide ecosystem connecting sports activities, betting and media, at this time introduced that it has acquired Sports Innovation Lab, the chief in sports activities fan information.
The acquisition fast-tracks the enlargement of Genius Sports’ media enterprise, combining probably the most complete official sport information with the deepest fan intelligence obtainable. Together, the 2 firms will ship a 360° view of the fashionable fan journey, uniting on-field efficiency with off-field transactions, unlocking new worth and innovation throughout the worldwide sports activities ecosystem.
“This acquisition is an important step in the continued growth of our media business,” stated Mark Locke, CEO of Genius Sports. “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, stated, “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.”
This mixture creates probably the most complete fan database in sports activities and leisure, monitoring billions of annual transactions, together with purchases, attendance, and viewership. It allows manufacturers and companies to goal followers with unmatched precision, straight join campaigns to actual behaviors and transactions, and ship measurable ROI throughout each channel.
These audiences can be found by means of Genius Sports’ FANHub platform and broadly syndicated by means of channel companions resembling LiveRamp, The Trade Desk, and Amazon Ads. Amplified by Genius Sports’ GeniusIQ know-how, entrepreneurs can leverage key moments in sport to ship probably the most emotionally resonant and efficient campaigns within the trade.
Redefining how advertisers join with sports activities followers, this acquisition represents a pivotal step ahead within the development of Genius Sports’ enterprise, empowering league and membership companions to acquire deeper insights into their fan spending patterns and finally unlock new sponsorship alternatives. In the U.S. alone, model sponsorship of main groups amounted to $7.6 billion in 2024. Better serving this market with viewers segments, premium stock, and superior analytics, all anchored in probably the most correct, scaled, and complete fan dataset on the planet is crucial to Genius Sports’ place on the coronary heart of the sports activities media ecosystem.
Genius Sports’ acquisition follows a sequence of main advances in Genius Sports’ media division – from final 12 months’s launch of FANHub to this 12 months’s NFL extension and partnership launches with PMG, EA Sports, and Verizon.
About Genius Sports
Genius Sports is the official information, know-how, and broadcast companion that powers the worldwide sports activities, betting, and media ecosystem. Our know-how is utilized in over 150 nations worldwide, creating extremely immersive merchandise that enrich fan experiences throughout your complete sports activities trade.
We are the trusted companion to over 700 sports activities organizations, together with lots of the world’s largest leagues, groups, sportsbooks, manufacturers and broadcasters, such because the NFL, English Premier League, NCAA, DraftKings, FanDuel, bet365, Coca-Cola, EA Sports, CBS, NBC and ESPN.
Genius Sports is uniquely positioned by means of AI, pc imaginative and prescient, and large information to energy the way forward for sports activities fan experiences. From delivering augmented broadcasts and enhanced highlights to automated officiating instruments, immersive betting options, and personalised advertising activations, we join your complete sports activities worth chain from the rights holder all through to the fan.
About Sports Innovation Lab
Sports Innovation Lab is an information, insights, and analytics firm that permits manufacturers and sports activities properties to construct simpler sponsorships, enhance focused promoting, and improve fan experiences. Known for its pioneering analysis on fan habits and the commercialization of the ladies’s sports activities market, Sports Innovation Lab is evolving how organizations use information to perceive their prospects and purchase extra of them, beginning with sports activities and leisure. Sports Innovation Lab’s proprietary fan intelligence mannequin—Fluid Fan™ Graph—is constructed on observational, transactional, and deterministic fan information. Global manufacturers, together with Legends, Kellanova, NASCAR, and Monumental Sports and Entertainment, use Sports Innovation Lab’s information, audiences, and insights to drive income. Learn extra at sportsilab.com or comply with on LinkedIn.
Forward-Looking Statements
Certain statements on this press launch could also be thought-about “forward-looking statements” inside the that means of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995. These forward-looking statements embody, with out limitation, the Company’s expectations with respect to future efficiency and anticipated monetary impacts of the acquisition of Sports Innovation Lab. In some circumstances, you may determine forward-looking statements by terminology resembling “may”, “should”, “expect”, “intend”, “will”, “estimate”, “anticipate”, “believe”, “predict”, “potential” or “continue”, or the negatives of those phrases or variations of them or related terminology. Such forward-looking statements are topic to dangers, uncertainties, and different components which might trigger precise outcomes to differ materially from these expressed or implied by such ahead trying statements.
These forward-looking statements are primarily based upon estimates and assumptions that, whereas thought-about cheap by the Company and its administration, are inherently unsure. Factors that will trigger precise outcomes to differ materially from present expectations embody, however usually are not restricted to: (1) the flexibility to acknowledge the anticipated advantages of the acquisition of Sports Innovation Lab, which can be affected by, amongst different issues, competitors, the flexibility of the Company to develop and handle development profitably, keep relationships with prospects and suppliers and retain its administration and key workers; (2) prices associated to the acquisition of Sports Innovation Lab; (3) modifications in relevant legal guidelines or rules; (4) the likelihood that the Company could also be adversely affected by different financial, enterprise, and/or aggressive components; and (5) different dangers and uncertainties set forth within the part entitled “Risk Factors” and “Cautionary Note Regarding Forward-Looking Statements” within the Company’s filings with the SEC, together with the Annual Report on Form 20-F.
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