Pri0r1ty Intelligence Group PLC has appointed Rory Maxwell as its CEO following the company’s acquisition of London-based sports data and marketing business Halfspace.
Maxwell co-founded Halfspace in 2018 and grew it into a data technology and marketing services company, delivering solutions for some of the world’s largest sports rights holders, digital media firms and scaling tech businesses.
His career also spans senior international marketing roles at IMG Media, WPP’s MediaCom and GroupM and Oakwell Sports Advisory.
He joined the AI, data, and marketing services group’s board in July and now succeeds James Sheehan, who has stepped down as CEO and director.
Sheehan played a key role in guiding the company, also headquartered in London, through its AIM listing at the end of 2024, creating the platform for the Halfspace deal and the wider rollout of the firm’s products.
Alongside Maxwell’s appointment, the business also intends to appoint co-founder Daniel Gee as CTO, subject to regulatory approvals.
Gee, an executive director at subsidiary Pri0r1ty Ai Ltd, has experience in scaling technology across DeFi, FinTech and RegTech since 2018.
The company floated at the beginning of 2025 with a share price of 10.25p, which has since dipped and now sits at around 3.1p. It has a market cap of £5.27m.
It offers a SaaS platform primarily targeting small and medium-sized enterprises (SMEs), and completed the acquisition of Halfspace just over two months ago.
“The company, enlarged by the acquisition of Halfspace this year, is implementing new product and revenue operations that naturally suit Rory Maxwell and his considerable commercial experience,” said Marcus Yeoman, chairman of Pri0r1ty.
“We also look forward to Daniel Gee joining the board in due course to help drive the enlarged business’ product roadmap in which he already plays such a central role.
“On behalf of the board, I would like to thank James Sheehan for his valuable contribution to the business, in particular for his key role in delivering the company’s listing on the London Stock Exchange AIM Market at the end of last year, which created a platform to launch our AI products to a wider customer base and execute what we believe will turn out to be a successful acquisition of Halfspace.”
Maxwell added: “I am extremely excited to lead this very talented team across the enlarged Pri0r1ty and Halfspace business as we implement a product roadmap supported by dedicated sales and client focused functions that will bring best-in class AI and data management solutions to existing and future clients.”