Sports Innovation Lab

What Sports Innovation Lab does

Sports Innovation Lab (SIL) is a Boston-based fan intelligence company founded in 2017 by Angela Ruggiero and Josh Walker, operating as a wholly-owned subsidiary of Genius Sports Limited (NYSE:GENI) following its September 2025 acquisition. The company builds the proprietary Fluid Fan Graph™ — a deterministic fan database that models sports and entertainment fans using observational, transactional, and viewership signals across billions of annual transactions. SIL commercializes this asset through three product modules delivered on its Sports Data Cloud: Audiences (deterministic segments for fan targeting), Insights (curated research reports and measurement), and Enrichment (DaaS solutions that enhance customer first-party CRM data with fan behaviors and propensity signals).

SIL's technology runs on Snowflake cloud infrastructure with Cortex AI, processing 500+ million records at 200 million rows per minute inference speed. Distribution is multi-channel: direct enterprise sales to brands, agencies, and sports properties; programmatic activation through LiveRamp, The Trade Desk, Amazon Ads, Experian Marketplace, and Audigent SmartPMPs; and, post-acquisition, integration into Genius Sports' FANHub platform alongside official league data. Named customers include NASCAR, DraftKings, FanDuel, Dentsu, Kellanova, Monumental Sports & Entertainment, Legends, and the North Carolina Courage, with reported outcomes of 30% CTR lift, up to 40% media-waste reduction, 74% unit-sales increase, and 10%+ account-creation lift.

The company also runs the Women's Sports Club (an executive initiative backed by Ally Financial and partners including Nike, Coca-Cola, Gatorade, WNBA, LPGA, and NWSL) and The Fan Project research series. In April 2025, SIL launched the AI Advantage Program with Microsoft to train sports executives in AI applications. Revenue is not publicly disclosed; the business was capitalized with approximately US$5.8 million in total disclosed funding prior to the Genius Sports acquisition.

Name

Sports Innovation Lab

Legal name

Sports Innovation Lab, Inc.

Website

https://sportsilab.com

Company type

Private

Founded year

2017

Operating status

Acquired

Headcount range

11–50 employees

Short description

Sports Innovation Lab is a Boston-based fan intelligence company that builds the deterministic Fluid Fan Graph™ to power audience targeting, data enrichment, and research reports for brands, agencies, sports properties, and sportsbooks. Now a Genius Sports subsidiary, it sells audiences through direct enterprise sales and major ad-tech channels including LiveRamp, The Trade Desk, Amazon Ads, and Experian.

Ownership category

akta.pro rank

Product category

Sports Fan Analytics

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO)

akta.pro secondary industry

Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds) (MPAKAOAH)

Keywords

• Fan data analytics
• Audience segmentation
• Sports marketing intelligence
• Data enrichment services
• Fan targeting platform

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Data Licensing: Licensing of insights and data marketing services to brands, agencies, and sports properties. Customers license audience segments and fan intelligence data for their internal marketing use.
2. Data Sales: Sale of aggregated and anonymized datasets containing transaction and fan behavior data.
3. Reports and Research: Sale of industry research reports including sponsorship reports, media planning guides, and market analysis reports.
4. Fan Activation Platform: FanHub platform enabling precision targeting for brands and agencies, with audiences available through channel partners including LiveRamp, The Trade Desk, and Amazon Ads.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Sports Innovation Lab operates a fan intelligence and analytics platform built around its proprietary Fluid Fan Graph, a deterministic fan database tracking billions of annual transactions across purchases, attendance, and viewership. Its Sports Data Cloud delivers three integrated offerings: deterministic audience segments for fan targeting, curated research and measurement insights, and first-party data enrichment via Data-as-a-Service for brands, agencies, sports leagues, and teams.

Product overview

Sports Innovation Lab operates as a fan intelligence and analytics platform built around its proprietary Fluid Fan Graph — a deterministic fan database tracking billions of annual transactions across purchases, attendance, and viewership in sports and entertainment. The core platform, the Sports Data Cloud, powers three integrated modules: Audiences (deterministic audience segments for fan targeting), Insights (curated research reports and measurement), and Enrichment (first-party data enhancement via DaaS). Post-acquisition by Genius Sports in September 2025, SIL audiences are distributed through Genius Sports' FANHub platform and syndicated via channel partners including LiveRamp, The Trade Desk, Amazon Ads, Experian Marketplace, and Audigent SmartPMPs. SIL also operates specialized initiatives including the Women's Sports Club (executive club) and The Fan Project (women's sports research), and offers an AI Advantage Program in partnership with Microsoft for AI education.

Differentiator

Problem solved

Functional benefit

Brands

• Fluid Fan Graph: Sports Innovation Lab's proprietary fan intelligence model built on observational, transactional, and deterministic fan data.
• AI Advantage Program
• The Fan Project
• Women's Sports Club

Products and services

• Fluid Fan Graph Proprietary deterministic fan intelligence model that tracks billions of annual sports and entertainment fan transactions across purchases, attendance, and viewership, providing a high-fidelity graph for fan modeling and targeting.
• Sports Data Cloud High-fidelity data cloud platform built on the Fluid Fan Graph that delivers fan intelligence, targeting, first-party enrichment, and personalization at scale for brands, agencies, and sports properties.
• Audiences Deterministic audience segments built from real purchase behaviors enabling improved targeting, reach of sports and culture communities, and fan acquisition for brands and agencies.

Quantifiable outcome

• 30% lift in CTR compared to remarketing and traditional interest-based audiences
• +4 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability5 records

Feature4 records

Partnerships

16 partnerships are on record, tiered core, flagship and minor.

• MagnitecoreTechnology or Integration · 3 March 2026Integration of Moment Engine data-driven ad insertion tool into Magnite's ClearLine platform for sell-side advertising automation.
• NBC SportscoreTechnology or Integration · 3 March 2026Partnership with NBC Sports Regional Networks to deploy augmented reality advertising for Celtics, 76ers, Warriors, and Kings broadcasts using Moment Engine technology.
• Genius SportsflagshipStrategic or Co-development Partner · 18 September 2025Acquisition by Genius Sports combining official game data with Sports Innovation Lab's deterministic fan graph to create most comprehensive fan database in sports and entertainment, tracking billions of annual transactions.
• ExperiancoreChannel Partner/ Reseller/ Distributor · 21 July 2025Sports Innovation Lab's proprietary sports audiences available through Experian's data marketplace (Audience Engine platform), enabling addressable audience activation and data linear planning for CTV, digital-driven linear, and addressable media channels.
• AudigentcoreChannel Partner/ Reseller/ Distributor · 21 July 2025Sports Innovation Lab segments live within Audigent's industry-leading curated private marketplaces (SmartPMPs), providing turnkey route for buyers to activate sports fan audiences pre-packaged with premium inventory and real-time optimization.
• Diamond KineticsminorGTM or Marketing Partner · 12 May 2025Fan targeting partnership using deterministic Youth Sports Baseball and Volleyball audiences to drive user acquisition in SidelineHD app and e-commerce sales.
• ZoomphcoreTechnology or Integration · 22 April 2025Partnership to build the future of fan intelligence with AI, combining Sports Innovation Lab's behavioral fan data with Zoomph's social audience analysis for hyper-personalized fan experiences, authentic sponsorship alignment, and cross-channel campaign measurement.
• MicrosoftcoreStrategic or Co-development Partner · 3 April 2025Partnership with Microsoft for the AI Advantage Program, a nine-month certification program teaching sports executives how to leverage AI for business results, with sessions held at Microsoft Garage in NYC.
• PubMaticminorChannel Partner/ Reseller/ Distributor · 3 April 2025Women's Sports Club partnership leveraging programmatic advertising for women's sports, enabling brands to reach engaged audiences during live games and highlight content.
• KellanovaminorStrategic or Co-development Partner · 1 March 2025Partnership to utilize Sports Data Cloud for enriching CRM database, creating holistic view of college sports fans beyond viewership habits into purchase behaviors and spending preferences.
• DentsucoreStrategic or Co-development Partner · 22 August 2024Strategic partnership bringing Sports Innovation Lab audience segments across seven major sports leagues (NFL, MLB, NBA, NHL, WNBA, MLS, NWSL) linked with Dentsu's Merkury global data, identity, and insights platform for precision targeting.
• SnowflakecoreTechnology or Integration · 18 September 2023Technology partnership leveraging Snowflake's cloud infrastructure including Cortex AI to process over 500 million records at inference speeds of 200 million rows per minute for fan intelligence.
• Hanwha LIFEPLUS International CrownminorGTM or Marketing Partner · 21 August 2023Partnership incrementally increasing LPGA tournament ticket revenue using Sports Innovation Lab fan intelligence and audience targeting.
• PrizePicksminorGTM or Marketing Partner · 1 August 2023PrizePicks became official member of Sports Innovation Lab's Women's Sports Club, powered by Ally, leading to first-of-its-kind sponsorship with NWSL's North Carolina Courage.
• LPGAminorGTM or Marketing Partner · 24 March 2023Partnership with LPGA to grow the footprint of women's golf through data-driven fan insights and audience targeting.
• Ally FinancialcoreGTM or Marketing Partner · 7 March 2023Launch of Women's Sports Club in partnership with Ally Financial to directly address media disparity and accelerate media investment into women's sports.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sportradar: Sportradar is a global sports data and content company providing live data, odds, and fan engagement solutions to leagues, media companies, and sportsbooks. It is directly comparable to SIL given its sports data licensing, fan analytics, and content distribution model, though SIL focuses more on fan intelligence than betting data.
• Stats Perform: Stats Perform provides sports data, AI-powered insights, and betting technology to leagues, media, and sportsbooks. It is a direct peer as both companies sell proprietary sports data and analytics to enterprise customers across media, betting, and team performance use cases.
• Relo Metrics: Relo Metrics (formerly GumGum Sports) provides AI-driven sponsorship and media analytics for sports properties and brands. It is a direct peer because both companies monetize sports audience and sponsorship intelligence for brand and team customers with measurable ROI outcomes.
• Blinkfire Analytics: Blinkfire Analytics offers AI-driven sports sponsorship and social media valuation analytics for brands, teams, and agencies. It is a direct peer in sports audience and sponsorship measurement serving similar buyer personas to SIL's brands/agencies segment.
• Hookit: Hookit provides sponsorship analytics and marketing intelligence for sports and entertainment sponsorships. It is a direct peer because both companies target brands and rights holders with sponsorship measurement, fan engagement analytics, and audience insights.
• SponsorUnited: SponsorUnited is a sponsorship intelligence platform providing data, analytics, and insights on sports and entertainment sponsorship deals. It is comparable to SIL because both sell data-driven sponsorship and fan intelligence to brands, agencies, and sports properties.
• Zoomph: Zoomph is an AI-powered social audience intelligence platform for sports organizations, brands, and agencies. It is a direct peer (and existing SIL partner) because both companies sell sports audience analytics, sponsorship measurement, and fan engagement insights to enterprise customers.

Broad incumbents

• Nielsen Sports: Nielsen Sports is the sponsorship and audience measurement arm of Nielsen, offering media valuation, fan insights, and sponsorship analytics globally. It is a broad incumbent with overlapping capabilities in sports fan and audience measurement, though as part of a much larger portfolio of media measurement services.
• Kantar: Kantar is a global market research and consumer insights company with sports sponsorship analytics and audience measurement capabilities. It is a broad incumbent serving brand and agency buyers with overlapping sports intelligence and audience analytics offerings.
• Genius Sports: Genius Sports is a global sports data, technology, and media company, now the parent of SIL following the September 2025 acquisition. It is a broad incumbent offering official league data, sportsbook technology, and fan activation at a much larger scale across sports media and betting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sportsilab
• LinkedInlinkedin.com/company/sports-innovation-lab
• Instagraminstagram.com/sportsilab
• Facebookfacebook.com/sportsilab

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sports Innovation Lab