US-listed SportTech swoops for UK firm

A SportTech firm listed on the New York Stock Exchange has acquired London-based video advertising firm Spirable.
Genius Sports goals to attach sports activities, betting and media via its data-driven platform whereas Spirable permits advertisers to ship personalised knowledge, video and AI-driven content material throughout digital media channels for betting, in-game promoting and social media.
Spirable’s clients will broaden Genius’ in depth world model community, including family names reminiscent of Spotify, Coca-Cola, Procter & Gamble, Domino’s, Diageo and Heineken. 
In addition, Spirable has established hyperlinks with the sports activities and gaming sector, offering its providers to companies together with DraftKings, Flutter, WynnBET, Betway, 888 Holdings and Entain.
Transaction particulars haven’t been disclosed, with the deal anticipated to shut within the second half of 2021.
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“With the rising convergence of sports activities, betting and media, personalised video promoting has grow to be a vital requirement to draw, interact and purchase clients,” mentioned Mark Locke, CEO of Genius Sports. 
“We are delighted so as to add Spirable’s specialist capabilities to our quickly increasing suite of fan engagement instruments, combining official knowledge feeds throughout lots of of competitions with totally immersive video content material.”
Ger O’Meara, CEO of Spirable, added: “The sports activities sector has at all times been on the pinnacle of promoting and advertising, and greater than ever manufacturers wish to maximise their engagement with followers earlier than, throughout and after occasions. 
“Over the previous six years, our proficient staff has helped change the best way manufacturers create, scale and optimise inventive to succeed in their clients. Together with Genius Sports, we’ll work to supply extra helpful real-time content material that may improve fan interplay and retention.”

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