Genius Sports Limited, the official data, technology, and broadcast partner for the global sports ecosystem, has announced its acquisition of Sports Innovation Lab, a leader in sports fan data and intelligence.
The move is set to fast-track the expansion of Genius Sports’ media business by creating a powerful new offering for the sports, betting, and media industries.
The acquisition combines Genius Sports’ comprehensive official game data with Sports Innovation Lab’s deep fan intelligence, creating a 360° view of the modern fan journey.
This unified approach will link on-field performance with off-field fan behaviors and transactions, such as purchases, attendance, and viewership.
The combination creates one of the most comprehensive fan databases in sports, tracking billions of annual transactions.
This will enable brands,agencies, and sports organizations to target fan segments with unprecedented precision and deliver measurable ROI.
These enriched audience insights will be available through Genius Sports’ FANHub platform and syndicated via channel partners including LiveRamp, The Trade Desk, and Amazon Ads.
Mark Locke, CEO of Genius Sports Limited, highlighted the acquisition as a pivotal step in the growth of the company’s media division.
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, commented on the synergy between the two companies and the opportunity for global scaling.
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 acquisition is designed to redefine how advertisers connect with sports fans, empowering league and club partners to unlock new sponsorship opportunities through deeper insights into fan spending patterns.
The move follows a series of major advances for Genius Sports’ media division, including the launch of FANHub and partnership agreements with the NFL, PMG, and Verizon.
