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Spotlight Sports Group acquires Alarm Sports Network

| By Guy Parsons
Deal accelerates the growth of a pioneering technology, content and media company specialising in sports betting and fantasy sports.

Spotlight Sports Group has announced the acquisition of FA Media LLC (Alarm Sports Network), a leading fantasy sports technology and media company, in an all-cash transaction. Spotlight Sports Group is now a world-leading technology, content and media company specialising in sports betting and fantasy sports.

Alarm Sports Network provides white label proprietary technology solutions and free-to-play contests for blue-chip media and sports content providers. It also develops engaging content for its popular consumer sports platforms: Fantasy Alarm, DFS Alarm and Wager Alarm. The addition of these services to Spotlight Sports Group creates an all-encompassing sports betting and fantasy sports offering. Spotlight Sports Group is recognised for its sports betting expertise on direct-to-consumer platforms such as the industry-leading Racing Post in the UK and Ireland and Pickswise, one of the fastest-growing sports betting content providers in North America. Spotlight Sports Group also supplies sports betting technology, tooling and actionable content to drive user engagement for the world’s leading sportsbooks and media owners.

Commenting on the news, Alan Byrne, CEO of Spotlight Sports Group, said: “This acquisition immediately accelerates our growth across North America with the addition of proprietary technology and authoritative, scalable content. We are delighted to be joining forces with a vastly experienced management team steeped in fantasy sports and sports betting expertise. ASN will also broaden our business-to-business footprint through partnerships with Yahoo, FTN Network, SiriusXM and others. This is a transformative deal for Spotlight Sports Group. 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.”

Key highlights from the deal include:

  • Spotlight Sports Group will retain the expertise of the Alarm Sports Network team: co-founders Dan and Al Williams, former NBC executive and Fantasy Sports & Gaming Association legend Rick Wolf and former FOX Sports & EA Sports executive Ed Bunnell.
  • Alarm Sports Network, which developed the technology to help drive user engagement and revenue at sports media companies like FTN Network, Yahoo, Bally Sports and The Nation Network, will fold into Spotlight Sports Group’s brand.
  • ASN brands Fantasy Alarm, Wager Alarm, DFS Alarm and Fantasy Rundown join Pickswise in a new look direct-to-consumer brand roster for sports bettors and fantasy players across North America.
  • Spotlight Sports Group will integrate the ASN team, growing the Group’s staff to more than 500 people.

Rick Wolf, president of Alarm Sports Network, 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.”

Dan Williams, co-founder of Alarm Sports Network, said: “We are tremendously excited to become part of Spotlight Sports Group, working together to help solve challenges and drive innovation for our partners in the fast-evolving sports media and affiliate landscape.”