Lottery.com Accelerates Strategic Push into Sports Technology Market

Lottery.com is eyeing key acquisitions and partnerships in the sportstech space as it expands its vision beyond lotteries.

Lottery.com, one of the leading lottery courier platforms in the United States, is making a bold move to diversify its business by actively targeting acquisitions and strategic partnerships in the sports technology sector. Central to this pivot is the expansion of its Sports.com platform, which is positioned to become a global hub for sports entertainment, fan engagement, and digital media.

The company’s recent First Quarter Executive Planning Summit laid out a comprehensive roadmap focused on innovation, diversification, and long-term growth, with a particular emphasis on emerging technologies and new revenue streams.

“With cutting-edge technology integrations, strategic acquisitions and a robust financial roadmap, we are entering a new era for both Lottery.com and Sports.com,” said Matthew McGahan, Chairman and CEO of Lottery.com.

Strategic Shift into Sports Entertainment

Lottery.com's move into sports was initiated with the September 2024 acquisition of S&MI Ltd., the parent company of Sports.com. This marked a significant milestone in the company’s evolution beyond traditional lottery services and into the competitive world of digital sports entertainment.

Now, with clear momentum, the company is actively seeking strategic partners and acquisition targets across multiple areas within sports technology to enhance and expand the Sports.com ecosystem.

Media and Streaming Technology in Focus

A core priority in this strategic initiative is identifying a cutting-edge media technology partner or acquisition to power live event streaming capabilities on the Sports.com platform. This comes on the heels of Sports.com’s successful broadcasting of two professional boxing matches in 2024, and aligns with broader industry trends in digital media consumption.

According to the September 2024 EMARKETER Forecast, 55% of live sports viewership occurred on digital platforms in 2024, with projections expected to climb to 63% by 2027.

Lottery.com plans to build on this momentum by integrating robust streaming technology that supports not only sports but also broader entertainment content, further strengthening the platform’s engagement potential.

Exploring Strategic Data & Tech Partnerships

The competitive landscape in sportstech offers multiple opportunities for collaboration. Lottery.com is currently evaluating partnerships with both industry leaders and emerging innovators:

• Genius Sports and Sportradar—with their extensive sports data rights and league partnerships—are on the radar as potential collaborators.

  
  

• ALT Sports Data, a rising player and data partner of Formula One, also presents a cost-effective opportunity for technology integration.

These partnerships would allow Sports.com to integrate real-time data, analytics, and content enhancements, making it a more dynamic platform for fans and advertisers alike.

Esports and Gaming: A New Frontier

Looking beyond traditional sports, Lottery.com is also eyeing entry into the esports sector, a market valued at $2 billion in 2024. The company plans to leverage its existing motorsports relationships to develop an esports racing vertical, integrating immersive gaming experiences into its broader engagement strategy.

“Linking gaming and entertainment with sports through gaming technology reinforces Sports.com's immersive fan engagement strategy,” the company noted following the summit.

Monetisation Through Advertising and Sponsorships

Sports.com is also rolling out a new ad-supported platform model, designed to offer a wide range of premium ad formats and sponsorship opportunities. This will create fresh revenue streams while offering brands targeted exposure to a high-value, loyal sports audience.

“With the expansion of Sports.com into sponsorships and advertising, we are creating a truly global destination for brands to reach high-value consumers. Diehard sports fans have proven to be brand-loyal and less price sensitive—traits that are incredibly attractive to advertisers,” said Mark Burcham, Director of Sports.com.

Pursuing Sports Club Ownership

In addition to digital innovation, Lottery.com is in active negotiations with a UK football club, a US football club, and other major sporting brands. These potential partnerships and ownership stakes could further elevate the Sports.com brand while offering unique avenues for advertiser integration—ranging from stadium branding to team kit sponsorships.

These developments align closely with the platform’s ad-funded revenue model, allowing for deeper integration between digital and physical fan experiences.

Fueling Growth with Strong Financial Backing

Lottery.com’s strategic growth plans are supported by significant financial resources. A key investment partner has increased its funding commitment by $200 million, supplementing an existing $150 million facility with UCI London. These funds will drive acquisitions, power technology integration, and accelerate global expansion.

With a clear strategy, strong financial support, and a growing technology portfolio, Lottery.com is making a calculated and ambitious leap toward becoming a global digital entertainment powerhouse.

“This is a transformative period for our business,” said McGahan. “We’re setting the stage for an exciting phase of growth and evolution—for both Lottery.com and Sports.com.”

As 2025 unfolds, the company’s bold pursuit of sports technology partnerships is set to redefine its market position and unlock new growth opportunities across multiple sectors.