A SportTech company listed on the New York Stock Exchange has acquired London-based video marketing firm Spirable.

Genius Sports aims to connect sports, betting and media through its data-driven platform while Spirable enables advertisers to deliver personalised data, video and AI-driven content across digital media channels for betting, in-game advertising and social media.

Spirable’s customers will broaden Genius’ extensive global brand network, adding household names such as Spotify, Coca-Cola, Procter & Gamble, Domino’s, Diageo and Heineken. 

In addition, Spirable has established links with the sports and gaming sector, providing its services to businesses including DraftKings, Flutter, WynnBET, Betway, 888 Holdings and Entain.

Transaction details have not been disclosed, with the deal expected to close in the second half of 2021.

“With the increasing convergence of sports, betting and media, personalised video advertising has become an essential requirement to attract, engage and acquire customers,” said Mark Locke, CEO of Genius Sports. 

“We are delighted to add Spirable’s specialist capabilities to our rapidly expanding suite of fan engagement tools, combining official data feeds across hundreds of competitions with fully immersive video content.”

Ger O’Meara, CEO of Spirable, added: “The sports sector has always been at the pinnacle of advertising and marketing, and more than ever brands are looking to maximise their engagement with fans before, during and after events. 

“Over the past six years, our talented team has helped change the way brands create, scale and optimise creative to reach their customers. Together with Genius Sports, we will work to offer more valuable real-time content that will increase fan interaction and retention.”