Genius Sports acquires Sports Innovation Lab to expand fan activation platform

• Genius Sports has acquired Boston-based Sports Innovation Lab for an undisclosed sum to enhance its media business division
• The deal combines Genius Sports’ official league data with Sports Innovation Lab’s deterministic fan graph technology
• The acquisition creates what the companies call “the most accurate and real-time fan activation platform in the world”

Genius Sports has acquired Sports Innovation Lab, a Boston-based fan data and analytics specialist, in a strategic move to strengthen its media business and create what it describes as the world’s most advanced fan activation platform.

The acquisition, announced on 18 September 2025, brings together Genius Sports’ comprehensive official league data with Sports Innovation Lab’s proprietary Fluid Fan Graph technology, which tracks deterministic fan behaviour patterns.

Financial terms of the deal were not disclosed, though analysts suggest it was funded using a portion of Genius Sports’ cash reserves exceeding $220 million, according to Casino.org.

Founded in 2017, Sports Innovation Lab provides data, analytics and insights to help brands and sports properties improve targeted advertising and enhance fan experiences.

The company’s client roster includes NASCAR, Legends, Monumental Sports & Entertainment, the National Hockey League, Women’s National Basketball Association and Ultimate Fighting Championship.

The combined platform will track billions of annual transactions, including purchases, attendance and viewership data, enabling brands and agencies to target fans with greater precision and measure return on investment across different channels.

These audiences will be accessible through Genius Sports’ FANHub fan activation platform and syndicated via channel partners including LiveRamp, The Trade Desk and Amazon Ads.

“This acquisition is an important step in the continued growth of our media business,” said Mark Locke, chief executive 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 acquisition transforms Genius Sports’ media operations by extending its reach into Sports Innovation Lab’s established customer network across multiple verticals, positioning the company to accelerate growth and expand its customer base.

“Joining forces with Genius Sports represents an incredible opportunity for both our business and our team,” commented Josh Walker, chief executive of Sports Innovation Lab.

“Genius has always led the way in making sports more innovative, reshaping how technology connects fans to the games they love.”

The acquisition builds on Genius Sports’ recent expansion efforts, including extending its partnership with the National Football League, securing deals with European Leagues Association and Serie A, and forming a partnership with PMG agency, which represents brands such as Nike and Beats by Dre.