Macfarlanes advises Genius Sports Group on acquisition of Spirable

19 August 2021

Macfarlanes has advised long-standing client Genius Sports Group on an agreement to acquire Spirable, a leading creative performance platform.

The acquisition will enable Genius Sports Group, the leading provider of sports data and technology for betting operators, to strengthen its video marketing capabilities through contextual data and AI-led technology which personalises content for users across digital media channels.

Spirable already has a roster of big-name clients using its platform, including within the betting sector, which Genius will gain access to as a result of the acquisition.

The Macfarlanes team was led by corporate and M&A partner Howard Corney alongside solicitor Annie McElwain.

The team also included tax partner Rob Collard, senior counsels Sarah Shucksmith and Rasmus Berglund and solicitors Helen Broadbridge and Mark Petch, alongside employment senior solicitor Tabitha Al-Mahdawie, commercial solicitor Sekou Taylor and real estate senior solicitor Emily Walker.