Apax Partners LLP, a private equity firm out of London, has agreed to purchase data and technology company Genius Sports. Genius is associated with a number of international gambling operations, as well as sports entities such as the English Premier League and Major League Baseball. The amount to be handed over in the purchase was not revealed.

If the deal is anything like another recent acquisition, the price tag has a substantial amount of zeros. The Canada Pension Plan Investment Board, together with private equity firm TVC, purchased only a minority stake in sports data analysis company Sportsradar AG about three weeks ago in a deal that was reported to be worth around $2.4 billion.

There has been a significant amount of sports gambling activity since the US Supreme Court reversed the Professional and Amateur Sports Protection Act (PASPA) this past May. Many international players, such as GVC Holdings, are hoping to capture a slice of sports gambling’s $150-billion pie in the US.

Since sports gambling activity is increasing, sports data is becoming particularly valuable for in-game betting. Most bets are made from the data, which can also be used by media companies to evaluate programming and customer engagement.