Miivo AI Agrees to Acquire Swiss Sports Advisory First Five

The proposed CHF 288,000 purchase would add a Swiss sports advisory business and its European relationships to Miivo’s AI and data-services portfolio.

Miivo AI agreed to acquire First Five Partners, a Switzerland-based sports advisory and digital transformation firm, for CHF 288,000 (~$346,00o USD). Miivo announced the share purchase agreement Oct. 1; the agreement was signed Sept. 29 and covers all outstanding First Five shares.

Miivo said First Five has worked with organizations including the International Olympic Committee, FIBA and Premier Padel. The company described First Five’s work as spanning fan engagement, audience intelligence, digital capability development and commercial transformation. Miivo plans to combine those advisory relationships with its AI, automation, business intelligence and implementation services.

“We believe the acquisition of First Five represents a compelling strategic opportunity for Miivo to expand our reach within the global sports industry.” — Alexander Damouni, Chief Executive Officer, Miivo AI

On completion, Nick Hyett, First Five’s CEO and a shareholder, is expected to become Miivo’s chief strategy officer. Miivo said the deal would establish an operational presence in Europe and support its move into the sports technology and advisory market.

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