LONDON: Pri0r1ty Intelligence Group (AIM: PR1), an AI-driven professional growth services provider for small and medium-sized enterprises, has entered into a share purchase agreement to acquire Halfspace Limited, a London-based sports data and marketing business.
The acquisition, first outlined in a term sheet on June 3, 2025, is pending shareholder approval. A circular detailing the proposal will soon be distributed to shareholders and made available on Pri0r1ty’s website.
Halfspace: Data-Driven Sports Marketing
Founded in 2018, Halfspace specializes in data-driven marketing and technology for the sports and entertainment sectors. Its clients include Premier League football clubs, motorsports teams, leagues and federations, digital media businesses, and direct-to-consumer platforms.
The company helps clients capture and analyze fan data to drive revenue in ticketing, sponsorships, media rights and merchandising. Halfspace reported unaudited revenues of approximately £925,000 for the year ending March 31, 2025, a 146% increase over the previous year.
Strategic Synergies and AI Expansion
The acquisition aims to integrate Pri0r1ty’s AI solutions into Halfspace’s operations, enhancing automation, efficiency and revenue growth. A key focus will be expanding Capitano AI, a joint-venture product launched in March 2025, which uses natural language processing to help clients extract insights from complex datasets.
Post-acquisition, the combined business will operate across three revenue streams: Software-as-a-Service (SaaS), Data & Marketing Services, and Consultancy. Pri0r1ty also plans to explore cryptocurrency integration through its partnership with Coinbase Commerce.
Leadership Changes
Rory Maxwell, Halfspace’s CEO, is set to join Pri0r1ty as chief operating officer, pending regulatory approval. Maxwell, a 20-year sports industry veteran and Halfspace co-founder, will focus on scaling the business.
Deal Terms
Pri0r1ty will issue up to 30.8 million new shares at 2.5 pence per share as consideration, representing 21.21% of its enlarged share capital. Halfspace’s founders will be subject to a 12-month lock-in period, while other vendors face a six-month restriction.
Completion depends on shareholder approval, no material adverse changes to Halfspace, and the admission of new shares to AIM by July 31, 2025.
Executive Comments
James Sheehan, Pri0r1ty’s CEO, said: “This acquisition positions us in the high-growth sports sector, where AI can drive significant value. Our goal is to become the data and AI leader in an industry projected to reach $500 billion.”
Rory Maxwell, Halfspace’s CEO, added: “Joining Pri0r1ty accelerates our ability to help sports organizations monetize their data. The synergies between our businesses will unlock new opportunities for clients.”