Genius Sports has made a big move in the sports data and media space. The company has officially completed the Genius Sports acquisition of Sports Innovation Lab. This deal is designed to create what both call the world’s most advanced fan activation platform.

• Genius Sports is combining its global network of official league data with Sports Innovation Lab’s deterministic fan graph. This creates a platform that can deliver the most accurate and real-time fan activation data currently available. It is aimed at both sports organizations and advertisers.

• The acquisition accelerates the growth of Genius Sports’ media business. It integrates official game data with fan intelligence, offering a full 360° view of the fan journey. The result is a link between on-field performance and off-field fan behavior.

• CEO Mark Locke said the deal “transforms our media business, instantly extending our reach into an established customer network across multiple verticals.” He added it positions Genius Sports to lead the market and expand its customer base.

• Josh Walker, CEO of Sports Innovation Lab, described the deal as an opportunity to scale globally. He highlighted that joining Genius Sports will “deliver even greater value to our clients and partners” by reshaping how technology connects fans with sports.

• The combined platform will track billions of fan transactions annually, from purchases to viewership. With FANHub and GeniusIQ, advertisers can tap into this data through partners like LiveRamp, The Trade Desk, and Amazon Ads. This enables precision targeting, stronger sponsorship opportunities, and measurable ROI.

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