London-based Genius Sports Limited has acquired Sports Innovation Lab, based in Boston. Terms weren’t disclosed. 

Genius Sports is the main data aggregator for sports leagues around the world including the NFL and the Premiere League. (A key competitor in the U.S. is SportsRadar.) 

It helps leagues, media rights holders and brands utilize data to enhance fan experiences. It also provides live sports data for sports books, facilitating markets for betting operations like FanDuel.  

Sports Innovation Lab is a data and analytics company that uses fan data to help brands and sports properties develop and improve sponsorships, target advertising, and enhance fan experiences.   

“This acquisition is an important step in the continued growth of our media business,” said Mark Locke, CEO of Genius Sports. By integrating the two firms’ data sets, he added, “we are strengthening our foundation and providing partners with a powerful new way to understand and engage fans at scale.” 

Sports Innovation Lab works with brands like Kellanova, Ally Financial and Nike, agencies such as Dentsu, and leagues like the NFL, NASCAR and others.