Case Study: iReel

Scaling a Gen AI Leader in Sport

iReel had a vision to position the organisation as a global leader in Gen AI for sport. Identity Pro’s advisory support was instrumental — guiding the commercial strategy, accelerating partnerships, and driving meaningful traction across high performance, fan engagement, and wagering.

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Identity Pro didn’t just shape our strategy — they accelerated our growth, sharpened our brand, and opened doors we couldn’t have reached alone.”

Our impact at ireel

Trusted by Visionary Sports Tech Leaders

Scaling a Gen AI Leader in Sport

Identity Pro partnered with iReel during a pivotal growth phase — providing end-to-end support across strategy & commercial advisory, go-to-market execution, brand positioning, and network access. The goal: turn a powerful AI platform into a commercially scalable business with global credibility.

Our Role

  • Defined and executed a global commercial strategy
  • Built a scalable go-to-market model for elite sport
  • Crafted brand messaging to position iReel as a category leader
  • Facilitated strategic partnerships with data providers, leagues, and global tech players

The Outcome

  • Scaled headcount to over 20 employees
  • Opened a new office in Belfast to support international expansion
  • Secured major distribution partnerships with global sports data companies
  • Closed commercial agreements with elite clubs and enterprise clients
  • Established iReel as a globally recognised Gen AI brand in sport


Learn more about: iReel

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Our approach at Identity Pro is built upon years of expertise and insights gained from working at the highest levels of sport, including:

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