Infront has acquired Israel-based Pico Get Personal, a sports technology company that helps rightholders to gather, manage and own audience data to customise marketing.
Pico, founded in 2014, helps companies communicate and understand their audiences. It pairs content with activations, capturing first-party data and individual preferences. Brands or rightsholders can then use insights to create personalised marketing.
The new acquisition will fall under the Infront’s innovation arm, Infront Lab. Infront adds that it will use Pico’s technology to help rightsholders and brands learn more about their audience, contributing to more tailored solutions for marketing and providing a better experience for fans.
Asaf Nevo, CEO of Pico Get Personal, said “We have been working with Infront for many years now, making this new chapter a very natural step in our growth.
“The sports industry has made a push in recent years into tech and data, with Pico playing a major part in that. By joining one of the biggest players in this market we will be able to provide our services at a much bigger scale.”
Damian Browarnik, Managing Director of Infront Lab, said “This acquisition forms part of Infront’s strategy to become the world’s leading technology provider for sport. Our ability to tap into Pico’s strong data management is another sign of us growing our offering.
“We can now provide an extra level of service for our partners and build on the broad roster of technology products we currently have access to.”
Since its establishment in 2019, Infront Lab has specialised in sports technology solutions for Infront’s clients. Its collaborations with start-ups such as automated video specialists WSC Sports, artificial intelligence (AI) video-tracking firm Videocites and AI-driven video enhancement company Minute.ly have broadened its service offering.
www.infront.sport
www.picogp.com
