08:52 AM EDT, 09/18/2025 (MT Newswires) -- Genius Sports ( GENI ) said Thursday it has acquired Sports Innovation Lab, creating a platform that combines official game data with fan behavior insights.

The company said fan data will be available through its FANHub platform and distributed via partners like LiveRamp ( RAMP ) , Trade Desk ( TTD ) , and Amazon.com's ( AMZN ) Amazon Ads.

Genius Sports ( GENI ) said the move also enhances its ability to help teams and leagues understand fan spending patterns, unlocking new sponsorship opportunities in a market where US team sponsorships reached $7.6 billion in 2024.

Shares of the company were up more than 1% in recent premarket activity Thursday.