Genius Sports, the international sports data technology company, has entered into an agreement to acquire Spirable, a leading content creation platform for brands and rights-holders. 

The acquisition will entail “deeper engagement, higher performance, and lower cost of acquisition for partners”, Genius has said. 

The transaction’s completion is still subject to the usual closing conditions and is expected to take place in the second half of 2021.

Spirable already has established links with some of the fantasy sportsbook firms and outlets that Genius has partnerships with, including DraftKings, Flutter, Betway, and WynnBet. 

Spirable enables advertising brands to deliver data, video and AI-driven content across sectors including broadcast and over-the-top platforms, sports rights holders, brands and sponsors, and the betting and sportsbook sectors. 

Mark Locke, Genius Sports’ chief executive, has said: “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, chief executive of Spirable, added: “Together with Genius Sports, we will work to offer more valuable real-time content that will increase fan interaction and retention.

“Over the past six years, our talented team has helped change the way brands create, scale and optimise creative thinking to reach their customers.”

Earlier this month, Genius entered into a multi-year partnership with DraftKings that gives the US fantasy sports and betting provider access to data from American football’s NFL to integrate into its betting options. 

DraftKings will gain access to the data and live video NFL feeds that Genius secured rights to through a deal with the league earlier this year.

It becomes the first fantasy gaming operator to sign up for official NFL data with Genius. 

Also in August, Genius has been appointed as the official data provider of the British Columbia Lottery Corporation, which oversees commercial gambling in the Canadian province.