Sports Innovation Lab has been purchased by Genius Sports in an unreported transaction.
In a significant move, Genius Sports, a leading provider of sports data and technology, has announced the acquisition of Sports Innovation Lab, a fan data and analytics specialist based in Boston. This deal is set to extend Genius' reach into new customer networks across industries and strengthen its foundation, providing partners with a powerful new way to understand and engage fans at scale.
Sports Innovation Lab specializes in researching fan behavior and the commercialization of women's sports. They have a notable clientele that includes NASCAR, Monumental Sports and Entertainment, and consumer brand Kellanova. The acquisition will combine Sports Innovation Lab's fan intelligence with Genius' official sports data, integrating the two to create the most comprehensive fan database in sports and entertainment.
Josh Walker, CEO of Sports Innovation Lab, expressed his excitement about the acquisition, stating that joining forces with Genius Sports represents an incredible opportunity for both their businesses and teams. He believes this collaboration will help brands and sports organizations build more effective sponsorships and improve fan engagement by providing precise fan data and intelligence.
For Genius Sports, the acquisition is an important step in the growth of its media business. The resulting platform from the acquisition will provide advertisers, brands, and sports organizations with a 360-degree view of the modern fan journey. Genius Sports' GeniusIQ technology will align campaigns with key sporting moments for maximum emotional impact, and the integration of Sports Innovation Lab's fan intelligence will further enhance this capability.
The acquisition comes amid intensifying competition for sports sponsorship dollars, with major team sponsorships worth $7.6bn in the US alone in 2024. The expanded capabilities of Genius Sports are expected to help leagues, clubs, and sponsors better understand fan spending patterns, unlock new revenue streams, and create premium inventory.
The financial details of the acquisition were not disclosed. However, it is worth noting that Genius Sports reported a strong Q2 2025, with revenue reaching $118.7m, representing 24% year-on-year growth. The Sports Technology and Services segment generated $12.6m, up 21.5%, while the Media Technology, Content and Services contributed $18.6m, up 3.6%. The Betting Technology, Content and Services segment led with $87.5m, up 30.4%.
Genius Sports partners with ad-tech giants including LiveRamp, The Trade Desk, and Amazon Ads. They currently partner with over 700 sports organizations worldwide, including the NFL, English Premier League, NCAA, and sportsbooks such as DraftKings, FanDuel, and bet365. With the addition of Sports Innovation Lab, these partnerships are set to become even more robust and effective.
The integrated platform will allow marketers to run more precise, real-time campaigns with greater accuracy in measuring returns. Together, Genius Sports and Sports Innovation Lab aim to revolutionize the way brands and sports organizations interact with their fans, offering a more personalized and engaging experience.
In conclusion, the acquisition of Sports Innovation Lab by Genius Sports is a strategic move that is expected to instantly extend Genius' reach into new customer networks, strengthen its media business, and provide a more comprehensive view of the modern sports fan journey. The integrated platform promises to offer a powerful new way for brands and sports organizations to understand and engage fans at scale, setting a new standard in the industry.
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