SI acquires Magnifi to integrate AI sports video clipping into its FanOS platform
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Sports technology company SI, formerly known as Sportz Interactive and backed by Marathon Edge Partners, has announced the acquisition of Magnifi, an AI-powered sports video clipping, editing, and content management platform, in an expansion move that strengthens the company's footprint across the Americas, EMEA, and APAC markets.
The acquisition provides a direct engineering acceleration to the roadmap of the company's fan engagement operating system, FanOS, shortening the platform's development timeline by at least several quarters while bringing in specialized talent across engineering, delivery, and go-to-market functions. Magnifi's technologies will integrate into the platform architecture as FanOS Media, forming an end-to-end visual processing layer that operates alongside the data, experience, and activation modules SI delivers to global sports organizations.
The turnaround window in sports video is extremely tight, as audiences demand clips of a goal or decisive point before the television replay finishes on screen.SI executives explain that integrating a platform with years of proven performance handling high-scale live broadcast loads provides their infrastructure with immediate capability to meet fan demands without building visual solutions from scratch, increasing operational efficiency across digital production rooms.
SI brings more than 24 years of engineering experience in sports technology, working with over 150 entities including tournaments, leagues, federations, teams, and global broadcasters, and reaching more than 500 million fans across over 25 sports, such as football, motorsport, basketball, and cricket. Its partner roster includes major organizations such as the NBA, the International Cricket Council, UFC, and the International Shooting Sport Federation, alongside global tech and streaming platforms including Google and Amazon Prime Video.
This technological shift directly impacts the sports and media landscape across the Gulf, Egypt, and the Levant, where local competitions and tournaments are seeing accelerating investment in digital rights and broadcast restructuring. The transition from manual match clipping to AI-automated workflows compels sports platform managers and content creators to reconsider production costs and publishing speed across apps and social networks. Anyone managing digital rights or leading a media team at a local club or federation faces a model that connects real-time video clips directly to fan databases and marketing engines, raising the competitive bar for capturing the attention of followers who no longer wait for post-match highlight packages.
The deal underscores that the competition among sports platforms is no longer confined to displaying live data and statistics, but has shifted to the speed of turning live visual moments into interactive, instantly monetizable digital assets within a unified workflow.