Genius Sports acquires advertising tech startup Spirable

Genius Sports announced today that it has entered into a definitive agreement to acquire Spirable, a leading creative performance platform. Transaction details have not been disclosed.

Spirable allows brands, agencies and rights holders to create, automate and optimize highly personalized content. The at-scale offering uses live and contextual data and AI to distribute content across the major digital media channels including Facebook, Twitter, YouTube and Snapchat. The SaaS platform is highly complementary to Genius’ existing media and advertising products, expanding the Company’s ability to deliver fans contextually relevant and personalized content.

The combination of Genius Sports’ official sports data, extensive network, and operational scale with Spirable’s highly innovative video platform will result in deeper engagement, higher performance, and lower cost of acquisition for partners.

Spirable’s customers will broaden Genius’ extensive global brand network, adding household names such as Spotify, Coca-Cola, P&G, Domino’s, Diageo and Heineken. In addition, Spirable has established links with the sports and gaming sector, providing its services to businesses including DraftKings, Flutter, WynnBET, Betway, 888 Holdings, and Entain.

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

“The sports sector has always been at the pinnacle of advertising and marketing, and more than ever brands are looking to maximize their engagement with fans before, during and after events,” said Ger O’Meara, CEO of Spirable. “Over the past six years, our talented team has helped change the way brands create, scale and optimize 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.”