Completion of Halfspace Acquisition,
Appointment of Director
&
Total Voting Rights
Further to the announcement of 9 June 2025, Pri0r1ty Intelligence Group PLC (AIM: PR1), a pioneer in AI-driven professional growth services for SMEs, is pleased to announce that completion of the acquisition of Halfspace Limited (“Halfspace”), a London-based sports data and marketing business, will take place tomorrow, 4 July 2025 (“Completion”). Accordingly, the Company has today agreed to issue and allot the 15,384,621 Initial Consideration Shares to the Halfspace Vendors.
Founded in 2018, Halfspace is a multi-award-winning, data driven, marketing and technology business which primarily operates in the sports and entertainment sectors. Its customer base includes and has included Premier League football clubs, motorsports teams, sports leagues, national governing bodies, sporting federations, digital media businesses, and direct-to-consumer platforms.
Halfspace places technology onto the digital properties of its clients to scale data capture on fanbases, build deep analysis of the fanbases and then utilise the resulting data in digital marketing campaigns or consultative projects, typically to drive client revenue opportunities.
The acquisition of Halfspace is expected to expand the deployment of Pri0r1ty AI products into a new sector and accelerate the growth of Halfspace and deliver cross-selling opportunities between the businesses.
Appointment of Rory Maxwell as a Director
Pursuant to the Acquisition, Pri0r1ty is further pleased to announce that Rory Maxwell, the CEO of Halfspace, has been appointed as an executive director of the Company in the role of Chief Operating Officer with effect from Completion. Rory has over 20 years’ experience in the sports industry, having seen the full effect of change on the sector with roles at IMG Media and agency giant WPP. He co-founded Halfspace in 2018 with Sanjit Atwal and Stephen Schindler, who have both joined the enlarged business.
Further information regarding the appointment of Mr Maxwell in accordance with paragraph (g) of Schedule Two of the AIM Rules for Companies (the “AIM Rules”) is set out in the appendix of this announcement.
Total Voting Rights
Application has been made to the London Stock Exchange for the Initial Consideration Shares to be admitted to trading on AIM (the “Admission”). Admission, and therefore Completion, is expected to occur at 8.00 a.m. on 4 July 2025.
Following Admission, the Company’s total issued share capital will consist of 160,440,320 Ordinary Shares with voting rights attached. The Company does not hold any Ordinary Shares in treasury. This figure may be used by shareholders in the Company as the denominator for the calculations by which they will determine if they are required to notify their interest in, or a change in their interest in, the Company under the FCA’s Disclosure Guidance and Transparency Rules.
PDMR Shareholdings
Following the issue of the Initial Consideration Shares, the following Directors and PDMRs shareholdings will be as follows:
|
Director/ PDMR |
Initial Consideration Shares to be issued |
Shareholding on Admission |
% of Enlarged Issued Share Capital |
|
James Sheehan* |
336,152 |
20,853,118 |
13.00 |
|
Rory Maxwell |
3,451,239 |
3,451,239 |
2.15 |
|
Sanjit Atwal |
5,020,789 |
5,020,789 |
3.13 |
|
Stephen Schindler |
1,880,426 |
1,880,426 |
1.17 |
*James Sheehan’s interest in the Company is held through Sport Media Ventures Ltd of which James Sheehan is a director and 36.42% shareholder and The Equities Exchange Limited, in which he holds an indirect interest of 50%.
James Sheehan, CEO of Pri0r1ty, commented:
“We are delighted to formally join forces with the Halfspace team to create a powerful expanded offering of Ai and data driven services to SMEs and global sports and entertainment brands. Halfspace has a strong existing customer base with some extremely exciting new revenue generating opportunities on the immediate horizon. We expect the combination of our businesses will in time be enormously value accretive to Pri0r1ty’s shareholders which now includes the Halfspace Vendors.”
Capitalised terms used herein without definition shall have the same meanings given to them as in the 9 June 2025 announcement.
For further information, please contact:
Pri0r1ty Intelligence Group PLC
James Sheehan, Chief Executive Officer
Email: ir@pri0r1ty.com
Tel: +44 (0)20 8064 3554
