Genius Sports Acquires Spirable for Data-Driven Video Marketing; Steve Bornstein Joins Company as President of North America

Genius Sports has entered right into a definitive settlement to accumulate Spirable. In addition, Steve Bornstein will be part of the corporate in a newly created govt position of President, North America.
SpirableSpirable permits manufacturers, businesses, and rightsholders to create, automate, and optimize extremely customized content material. The at-scale providing makes use of stay and contextual knowledge and AI to distribute content material throughout the key digital media channels together with Facebook, Twitter, YouTube and Snapchat. The SaaS platform is very complementary to Genius’ current media and promoting merchandise, increasing the Company’s skill to ship followers contextually related and customized content material.
“With the growing convergence of sports activities, betting and media, customized video promoting has grow to be a vital requirement to draw, interact and purchase prospects,” says 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 a whole bunch of competitions with totally immersive video content material.”
The mixture of Genius Sports’ official sports activities knowledge, in depth community, and operational scale with Spirable’s extremely progressive video platform will end in deeper engagement, increased efficiency, and decrease price of acquisition for companions.
Spirable’s prospects will broaden Genius’ in depth international model community, including family names such as Spotify, Coca-Cola, P&G, Domino’s, Diageo, and Heineken. In addition, Spirable has established hyperlinks with the sports activities and gaming sector, offering its companies to companies together with DraftKings, Flutter, WynnBET, Betway, 888 Holdings, and Entain.
Using a single platform, Spirable allows advertisers to ship knowledge, video and AI pushed content material throughout all digital media channels for sectors such as:

Betting: stay odds show advertisements on social and in-venue screens powered by official knowledge
Brands and sponsors: seize followers curiosity at key moments with contextually related in recreation inventive
Rights holders: customized fan movies, automated social posting and dynamic ticketing advertisements
Broadcast and OTT: stay knowledge video overlays and sponsor activation

“The sports activities sector has at all times been on the pinnacle of promoting and advertising and marketing, and greater than ever manufacturers want to maximize their engagement with followers earlier than, throughout and after occasions,” says Ger O’Meara, CEO of Spirable. “Over the previous six years, our proficient group has helped change the best way manufacturers create, scale and optimize inventive to succeed in their prospects. Together with Genius Sports, we are going to work to supply extra beneficial real-time content material that can enhance fan interplay and retention.”
The completion of the transaction is topic to customary closing circumstances and anticipated to happen within the second half of 2021.
Steve BornsteinBornstein will lead the Company’s U.S. and Canadian actions, constructing on the present group’s capabilities and relationships. He will assume the place with fast impact.
Mr. Bornstein has held a spread of outstanding positions throughout the sports activities, media and advisory sectors. In specific, he brings in depth broadcast expertise to Genius Sports, drawing on his over 20 years at ESPN and ABC, the place in 1990 he turned ESPN’s youngest president and CEO at age 38. At ESPN he oversaw the launch of ESPN2, ESPN News, ESPN Radio, ESPN Classic, ESPN International, ESPN The Magazine, the ESPYs and the X-Games. He additionally created the community’s in style programming staples together with: College GameDay, NFL PrimeTime, and Baseball Tonight.
Mr. Bornstein can be well-known for his time as President, CEO, and Founder of the NFL Network and Executive Vice President of Media the place he oversaw the league’s media division and led negotiations on TV offers and sponsorships. He is a former Chairman of Activision Blizzard’s eSports division the place he created skilled leagues, and new methods to ship best-in-class fan experiences throughout video games, platforms, and geographies. He continues to behave as a senior adviser to The Raine Group, a service provider financial institution advising and investing in expertise, media and telecom.
As the pinnacle of the North American operations, Mr. Bornstein will optimize Genius Sports’ regional enterprise infrastructure to place the Company for accelerated development in current and new areas, together with streaming. This will embody the sourcing and unlocking of worth with new and current sports activities companions, together with the NFL, NCAA, NASCAR, NBA, and MLB. Additionally, Mr. Bornstein will work intently with the chief group to establish progressive and income accretive acquisition targets. He may even assist the combination of lately acquired companies, together with Second Spectrum, which is the official knowledge monitoring and analytics supplier of the EPL, NBA, and MLS.
“Steve is an achieved, forward-thinking govt who brings greater than 30 years of sports activities media expertise,” stated CEO Mark Locke. “As we proceed to execute on our development technique North America, we stay up for benefitting from a visionary like Steve who performed a significant position in shaping the expansion and success of iconic manufacturers like ESPN and the NFL. As a frontrunner, he exemplifies the values set out at Genius and can assist us progress our tradition of collaboration and innovation.”
“I’m excited to hitch Genius Sports at the moment within the firm’s development,” stated Mr. Bornstein. “And I’m delighted to accomplice with Mark and his excellent group as Genius demonstrates and deepens its dedication to drive actual worth for its companions within the U.S. and Canada. I can’t wait to get began.”
Earlier in his profession, Steve additionally served as Corporate Vice President of Capital Cities/ABC, Inc. (1993), President of ABC Sports (1996), Chairman & CEO of ESPN (1998), and President of ABC, Inc. (1999), the place he was accountable for all media belongings at ABC/Disney.
Mr. Bornstein holds a level from the University of Wisconsin. An energetic philanthropist, he’s the founder & Chairman of The V Foundation which has raised greater than $335 million for most cancers analysis within the title of late school basketball coach and ESPN analyst Jim Valvano. A lifelong believer in sports activities as a pressure for good, he has served on the President’s Council on Physical Fitness and Sports and the California Governor’s Council on Physical Fitness.

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