Genius Sports Bolsters Innovation with Sports Innovation Lab Acquisition

Genius Sports Limited, an official data, technology and broadcast partner to the sports, media and sports betting sectors, announced that it has completed the acquisition of Sports Innovation Lab, a data, analytics, and insights leader.

The acquisition will empower Genius Sports, pairing its global footprint of official league data with Sports Innovation Lab’s deterministic fan graph to create “the most accurate and real-time fan activation platform in the world.”

The Two Companies Will Join Forces to Revolutionize Sports Media

On September 18, Genius Sports confirmed that it has acquired Sports Innovation Lab for an undisclosed sum. The company explained that this transaction will significantly bolster its media business by combining its suite of official game data with what it called “the deepest fan intelligence available.”

With Sports Innovation Lab under its umbrella, Genius Sports hopes to deliver a 360-degree view of the modern fan journey and unite on-field performance with off-field transactions. The combination will create “the most comprehensive fan database in sports and entertainment, generating new value and innovation opportunities in sports.

As a result of the latest merger, partnering brands and agencies will be able to “target fans with unmatched precision,” Genius Sports said. Marketers will therefore be able to leverage key moments in sports to connect with fans and deliver meaningful experiences and effective campaigns.  

Genius Sports added that the acquisition of Sports Innovation Lab will redefine how marketers connect with sports aficionados. This, in turn, will allow Genius Sports to continue to grow and empower league and club partners with insights into their fans’ behavior. As a result, partners will be able to unlock new sponsorship opportunities at a time when sponsorships are becoming ever more important.

A Crucial Step in Genius Sports’ Growth Journey

Mark Locke, Genius Sports’ chief executive officer, called the acquisition of Sports Innovation Lab a crucial step in the growth journey of his team’s media division.

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.

Mark Locke, CEO, Genius Sports

Locke added that the acquisition will completely transform his company’s media business, allowing it to tap into an established consumer network and providing new growth opportunities.

Josh Walker, Sports Innovation Lab’s CEO, was pleased to join the Genius Sports family and said that this arrangement provides both companies with significant opportunities. He praised Genius Sports as a visionary company and said: “We look forward to uniting our visions, scaling our platform globally, and delivering even greater value to our clients and partners.”