Genius Sports has acquired Sports Innovation Lab for an undisclosed sum, as the supplier looks to accelerate its media arm’s reach.
The acquisition of Sports Innovation Lab, a platform that covers sports fan data, analytics and insights, ensures that Genius Sports can now boast a “360° view” of the modern fan experience, the business said.
The supplier will be able to keep tabs on billions of annual transactions, such as purchases, attendance and viewership, which will enable Genius Sports to help its clients target the relevant fanbase with “unmatched precision”.
Genius Sports described Sports Innovation Lab as the most “comprehensive” fan database in both sports and entertainment.
The company has high hopes for its media arm, with this transaction recognised as a “pivotal step forward” for the segment.
In Q2 2025, the division reported a 30.4% year-on-year jump in revenue to $87.5m.
Genius Sports outlined its ambitions to use this acquisition as momentum to better serve the sports sponsorship market with its advanced analytics.
Mark Locke, Genius Sports CEO, 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, Sports Innovation Lab CEO, 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.”
The post Genius Sports bolsters media arm with Sports Innovation Lab acquisition first appeared on EGR Intel.
CEO Mark Locke insists the undisclosed transaction represents a “pivotal step forward”, as company gains greater insight into fan behaviours
The post Genius Sports bolsters media arm with Sports Innovation Lab acquisition first appeared on EGR Intel.