Spotlight Sports Group makes US M&A push with Alarm Sports Network purchase

Spotlight Sports Group has wrapped up the all-cash acquisition of US fantasy sports technology and media company Alarm Sports Network (ASN). The acquired firm provides white-label proprietary technology solutions and free-to-play (F2P) contests for media and sports content providers and will see Spotlight strengthen its DFS offering. It also develops online content for its B2C consumer sports brands Fantasy Alarm, DFS Alarm and Wager Alarm, which provide tools, rankings and stats across MLB, NFL, NBA and NHL. ASN, which developed the technology to help drive user engagement at sports media companies like Bally Sports and The Nation Network, will now be folded into Spotlight Sports Group. “This acquisition immediately accelerates our growth across North America with the addition of proprietary technology and authoritative, scalable content,” said Spotlight CEO Alan Byrne. “This is a transformative deal for Spotlight as it allows us to combine the skills and expertise which have fuelled our digital growth in the UK and Ireland with the talent and flair of the team at ASN in order to have a significant impact on the all-important US market.” ASN will help to broaden Spotlight’s B2B footprint in the US through its existing partnerships with companies including Yahoo, FTN Network and SiriusXFM. Spotlight will also retain ASN staff including co-founders Dan and Al Williams, as well as former NBC executive Rick Wolf and erstwhile Fox Sports and EA Sports exec Ed Bunnell. “We are delighted to be joining forces with a vastly experienced management team steeped in fantasy sports and sports betting expertise,” added Byrne. Spotlight will then integrate the wider ASN team, growing the firm’s staff to more than 500 people. ASM president Wolf said: “This deal creates a powerhouse sports betting and fantasy sports business, proven to drive revenue with engagement-led solutions. “Using our unique mix of product technology, expert content and authoritative brands, we will continue to deepen our relationships with our partners to help them grow and monetise their audiences,” he added. The price of the purchase was not disclosed.