WSC Sports Acquires Infront Lab Product Stack to Strengthen AI-Driven Sports Content Platform

WSC Sports has acquired the product suite of Infront Lab, the innovation unit of global sports marketing agency Infront, in a move designed to consolidate its position as a leader in AI-powered sports content automation. The acquisition was confirmed in April 2025 and reflects broader shifts in the sports media ecosystem toward automation, personalisation, and scalable content delivery.

Based in Tel Aviv, WSC Sports is widely known for its automated video highlight technology, which enables sports rights holders to generate personalised content at scale. The acquisition of Infront Lab’s digital products—developed to enhance fan engagement, data-driven content delivery, and interactive broadcast experiences—will be integrated into WSC’s core platform, expanding its capabilities and client value proposition.

The move follows a multi-year strategic partnership between the two companies, under which Infront Lab’s products were developed in close collaboration with WSC’s technology and commercial teams. By bringing these products fully under WSC Sports’ control, the company aims to streamline innovation cycles and accelerate go-to-market strategies for new features and modules tailored to broadcasters, leagues, and digital platforms.

WSC Sports CEO and Co-Founder Daniel Shichman described the acquisition as a logical step in the company’s growth strategy. “Over the past few years, we’ve worked closely with Infront Lab to co-develop solutions that align with the future of sports content,” Shichman said. “This acquisition allows us to scale these innovations and bring greater value to our partners around the world.”

Infront, a subsidiary of Wanda Sports Group, will remain a strategic partner and customer of WSC Sports, continuing to utilise the enhanced product stack across its portfolio of rights holders and broadcasters. The financial terms of the acquisition have not been disclosed, but both companies have framed the deal as mutually beneficial and aligned with long-term digital transformation strategies.

The acquisition comes at a time when sports organisations are increasingly reliant on AI and automation to manage content operations across fragmented media landscapes. With consumer demand shifting toward short-form, mobile-first video and tailored experiences, platforms like WSC Sports are becoming central to how rights holders engage fans and monetise content across digital and social channels.

WSC Sports currently works with more than 400 partners globally, including major leagues such as the NBA, Bundesliga, and LaLiga. By incorporating the Infront Lab product suite, the company gains advanced fan interaction tools and a stronger foundation for innovation in areas such as gamification, real-time personalisation, and second-screen engagement.

The deal underscores an ongoing trend in the sports tech sector, where product consolidation and cross-platform integration are being used to deliver greater operational efficiency and differentiated value. As media rights holders and sponsors seek scalable solutions that drive audience growth and data insights, WSC Sports’ acquisition positions the company at the forefront of this transformation.