Genius Sports strengthens video marketing capabilities with Spirable acquisition

Data and tech company promises deeper engagement, higher performance and lower cost of acquisition for partners.

by Ed Dixon

Genius Sports strengthens video marketing capabilities with Spirable acquisition
  • Spirable enables advertisers to deliver data, video and AI driven content across digital media channels
  • London-based creative performance platform’s clients include Spotify, Coca-Cola, P&G, Domino’s, Diageo and Heineken
  • Pair to provide personalised cross-channel technology for data-driven and high-performing content

Sports data and technology firm Genius Sports has entered into a definitive agreement to acquire creative performance platform Spirable.

Genius says the deal, the value of which has not been disclosed, will expand the company’s ability to deliver fans contextually relevant and personalised content.

London-based Spirable allows brands, agencies and rights holders to create, automate and optimise personalised content. The at-scale offering uses live and contextual data and artificial intelligence (AI) to distribute content across digital media channels such as Facebook, Twitter, YouTube and Snapchat.

Genius added that the combination of its existing sports data network, and operational scale, with Spirable’s video platform will result in deeper engagement, higher performance, and lower cost of acquisition for partners.

The deal also gives Genius access to Spirable’s existing customers, including major brands such as Spotify, Coca-Cola, Procter & Gamble (P&G), Domino’s, Diageo and Heineken.

In addition, Spirable has links to the sports and gaming sector by providing its services to the likes of DraftKings, Flutter, WynnBet, Betway, 888 Holdings and Entain.

Spirable’s relationship with DraftKings also deepens the gambling giant’s ties with Genius. The two struck an agreement earlier this month for DraftKings to access and utilise Genius’ official sportsbook data, content and fan engagement solutions.

The transaction is subject to customary closing conditions and is expected to be completed in the second half of 2021.

“With the increasing convergence of sports, betting and media, personalised video advertising has become an essential requirement to attract, engage and acquire customers,” said Mark Locke, chief executive of Genius Sports.

“We are delighted to add Spirable’s specialist capabilities to our rapidly expanding suite of fan engagement tools, combining official data feeds across hundreds of competitions with fully immersive video content.”

Ger O’Meara, chief executive of Spirable, added: “The sports sector has always been at the pinnacle of advertising and marketing, and more than ever brands are looking to maximise their engagement with fans before, during and after events.

“Over the past six years, our talented team has helped change the way brands create, scale and optimise creative to reach their customers. Together with Genius Sports, we will work to offer more valuable real-time content that will increase fan interaction and retention.”