Media enterprise expands through the acquisition of Sports Innovation Lab, a move aimed at revolutionizing the sports industry.

Media enterprise expands through the acquisition of Sports Innovation Lab, a move aimed at revolutionizing the sports industry.

Genius Sports Accelerates Media Expansion with Acquisition of Sports Innovation Lab

In a strategic move to bolster its media unit, Genius Sports (NYSE: GENI) has announced the acquisition of Sports Innovation Lab on September 18, 2025. The financial details of the deal were not disclosed.

The combined companies aim to offer the most comprehensive official game data and the deepest fan intelligence available, providing brands and agencies with the ability to target fans with unmatched precision. This acquisition is expected to fast-track the expansion of Genius Sports' media business.

Genius Sports' media services, which accounted for approximately 22% of its revenue last year, allow sportsbook and non-sportsbook customers to leverage its data with multiple tools and/or a self-serve platform. The Sports Innovation Lab, on the other hand, expands fan data into multiple verticals, including specific retail fan buys.

The combined FANHub platform and Sports Innovation Lab could create one of the deepest fan databases in entertainment and sports. This database is anticipated to deliver measurable return on investment across every channel.

David Bain, an analyst from Texas Capital, believes the combination of GENI and Sports Innovation's data can attract a uniquely-targeted audience at the best time of engagement for monetization by brands and advertisers. He reiterated a "buy" rating and $15 price target on Genius Sports, implying an upside of about 20% from current levels.

The media segment might account for a greater percentage of Genius Sports' EBITDA in the coming years. The FANHub offering from Genius Sports is expected to offer aggressive upside to its EBITDA estimates, particularly in Q4.

The media unit could be highlighted during Genius Sports' investor day on December 3. The acquisition was paid for using a small percentage of Genius Sports' more than $220 million in cash on hand.

Sports Innovation Lab tracks billions of annual transactions, including purchases, attendance, and viewership. The marketing and advertising agencies that utilize the most comprehensive data from the Genius Sports' FANHub platform and the Sports Innovation Lab collaboration include major global firms specializing in sports marketing and analytics, though specific agency names are not publicly detailed.

David Bain, in his analysis, expressed optimism about the potential of the combined entity, stating, "The combination of GENI and Sports Innovation's data can offer a unique opportunity for brands and advertisers to engage with a highly-targeted audience at the optimal time for monetization."

This acquisition is a significant step forward in Genius Sports' mission to revolutionize the sports and entertainment industries with its innovative data-driven solutions. Stay tuned for more updates from Genius Sports in the coming months.