WSC Sports Acquires Partnerbrite to Unify Content Automation and Sponsorship Activation

WSC Sports has acquired the London-headquartered digital sponsorship platform Partnerbrite.

The deal represents WSC Sports’ second major acquisition in less than a year and is estimated to be worth approximately USD10 million (AUD15.3 million).

By integrating Partnerbrite’s self-serve campaign tools, WSC Sports now offers a “single-workflow” solution that allows rights holders to instantly turn AI-generated highlights into monetisable sponsorship assets. This enables brands to execute targeted, measurable campaigns at the moment of peak fan emotion without the need for manual coordination.

Commenting on the acquisition, CEO and co-founder of WSC Sports, Daniel Shichman, said: “Sports fandom is built on emotion and immediacy, but translating that engagement into commercial impact has always been a challenge”

“By bringing Partnerbrite into the WSC Sports ecosystem, we are giving rights holders and brands a clear execution path,” Shichman said.

Closing the “Sponsorship Black Box”

The partnership addresses a growing demand from sponsors for digital-media-style transparency and accountability in sports marketing.

Sponsors and agencies can now use self-serve tools to engage audiences directly within automated content flows.

The combined platform allows rights holders to activate campaigns while retaining absolute control over their first-party fan data, a critical requirement in the modern regulatory environment.

The integration shifts sponsorship from traditional “logo placement” to performance-based marketing, providing clear visibility into how budgets are utilized and the specific ROI delivered.

Noting the synergy between the two firms, co-founder and managing director of Partnerbrite, Nick Lockwood, added: “Joining WSC Sports accelerates our mission, combining activation with world-class content technology to help rights holders unlock significant incremental revenue.”

Expanding Global Footprint

Partnerbrite brings an elite roster of clients to the WSC Sports ecosystem, including Liverpool FC, Cricket Australia, Tottenham Hotspur, Williams F1, and the San Francisco 49ers.

The Partnerbrite team will join WSC Sports’ global workforce, which now totals 665 employees across offices in Ramat Gan, New York, London, and Sydney.

While the technology will be integrated into the core WSC Sports platform, the Partnerbrite brand will continue to operate, serving its existing client base with enhanced AI capabilities. This acquisition further solidifies WSC Sports’ role as the essential infrastructure for the modern, “always-on” sports media landscape.

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