Machina Sports and Optimove team up to bring sports intelligence to CRM

A football fan and a basketball fan can open the same campaign and see the same message. The CRM knows the difference. The content often doesn't reflect that.

Machina Sports and Optimove are partnering to close that gap: bringing sports intelligence into customer-led marketing so teams can create communications that reflect both their audience and what's happening in sport.

Optimove brings customer intelligence, audience segmentation and campaign orchestration. Machina brings sports-native AI agents that turn sports data into previews, analysis and content. Together, they help CRM teams move from broad sports messaging to content that’s relevant to the person receiving it.

Start with the audience. Add the game.

The integration will initially focus on dynamically incorporating sports intelligence into audience-based newsletters and email content blocks.

The planned workflow connects Target Groups in Optimove with sports content generated by Machina. A group interested in football could receive a preview of the upcoming fixtures that matter to them. A basketball audience could receive a different story, built around its own schedule and context.

For a sportsbook, that content could also incorporate the operator's own odds alongside relevant match statistics, subject to its data permissions and campaign rules.

This approach starts with groups of fans who share an interest. It gives teams a practical first step toward more relevant content, without having to begin with a separate generation workflow for every individual recipient.

Two kinds of intelligence. One better brief.

Knowing who to reach is one part of the job. Having something relevant to say is another.

Optimove gives marketers the customer context to define an audience and orchestrate its campaigns. Machina adds the sports context to shape the content: which fixtures are coming up, what makes a matchup interesting and which facts help explain the story.

That combination creates a useful starting point for teams on either side:

• For Optimove customers: a path to explore sports-specific content inside their CRM campaigns.
• For Machina customers: a path to connect sports content with audience segmentation and customer journeys.

The ambition is to reduce the manual work between spotting a sports story and turning it into a relevant campaign. Operators retain control of their brand, approvals and applicable responsible-marketing rules.

“Optimove knows the player, and Machina knows the game. This partnership brings those two layers of intelligence together, so operators can efficiently send sports content that feels fresh and relevant to each audience.”

— Meryl Serouya, Sr. Director, Global Partnerships, Optimove

Build from a focused first use case

The use cases between Optimove and Machina are abundant. From personalized on-site experiences to conversational agents, there is much more we are excited to continue developing together.

Starting with a defined audience and a content block gives both teams something concrete to build around. It also gives customers a clear way into the conversation: bring a campaign that could be more relevant, and identify where sports context would make a difference.

Let's build your first use case

If you run CRM or lifecycle marketing for a sportsbook or sports business, bring one audience and one campaign you'd like to improve.

Already working with either company? Ask your Optimove or Machina contact about exploring a joint use case. New to both? Talk to Machina Sports (https://machina.gg/schedule) or contact Optimove (https://www.optimove.com/contact) and mention the partnership.