Genius Sports activities strengthens video advertising and marketing capabilities with the acquisition of Spirable
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The data and technology company promises deeper engagement, higher performance and lower acquisition costs for partners.
- Spirable enables advertisers to deliver data, video and AI-driven content via digital media channels
- The clients of the London-based Creative Performance Platform include Spotify, Coca-Cola, P&G, Domino’s, Diageo and Heineken
- Pair to deliver personalized cross-channel technology for data-driven, high-performance content
Sports data and technology company Genius Sports has reached a definitive agreement to acquire the creative services platform Spirable.
Genius says the deal, the value of which has not yet been revealed, will expand the company’s ability to deliver context-relevant and personalized content to fans.
Spirable, based in London, enables brands, agencies and rights holders to create, automate and optimize personalized content. The large-format offering uses live and context data as well as artificial intelligence (AI) to distribute content via digital media channels such as Facebook, Twitter, YouTube and Snapchat.
Genius added that combining its existing sports data network and operational size with Spirable’s video platform will result in deeper engagement, higher performance and lower acquisition costs 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 ties to the sports and gaming sectors by providing its services to DraftKings, Flutter, WynnBet, Betway, 888 Holdings and Enttain.
Spirable’s relationship with DraftKings also deepens the gambling giant’s ties with Genius. The two reached an agreement earlier this month that DraftKings could access and use the official sports betting data, content and fan engagement solutions from Genius.
The transaction is subject to customary closing conditions and is expected to close in the second half of 2021.
“With the increasing convergence of sports, betting and media, personalized video advertising has become essential to attracting, retaining and attracting customers,” said Mark Locke, CEO of Genius Sports.
“We’re excited to add Spirable’s specialized skills to our rapidly growing suite of fan engagement tools that combine official data feeds from hundreds of competitions with fully immersive video content.”
Ger O’Meara, CEO of Spirable added, “The sports sector has always been at the forefront of advertising and marketing and, more than ever, brands are trying to maximize their engagement with fans before, during and after events.
“Over the past six years, our talented team has helped transform the way brands create, scale, and optimize creative creations to reach their customers. Together with Genius Sports, we will work to offer more valuable real-time content that increases fan interaction and loyalty. “