Hill Dickinson’s London Corporate team has advised AIM-listed Pri0r1ty Intelligence Group plc (AIM:PR1) on its acquisition of 100% of the issued share capital of HalfSpace Limited in an all-share deal. The transaction was subject to shareholder approval and completed on 2 July 2025.
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. These workstreams are linked to the four main revenue streams of the Halfspace client base: ticketing, sponsorships, media rights and merchandising, all of which are driven by audience data.
In addition to the HalfSpace acquisition, Pri0r1ty has carried out two equity fundraisings, raising £1.8 million in aggregate on which Hill Dickinson has advised. Oak Securities acted as broker to both placings.
The funds raised are to be used by Pri0r1ty to fund the working capital requirements of the HalfSpace business, and also to enable the advancement of Pri0r1ty’s bitcoin treasury management policy which it has recently adopted after having integrated cryptocurrency functionality into its core technology offering through the launch of ‘Pr1bit’, a new AI-powered Bitcoin and major cryptocurrencies integration solution. Pr1bit has been designed to enable over five million SMEs in the UK to integrate Bitcoin payments into their current ecosystems and to support businesses holding Bitcoin in treasury.
The Hill Dickinson team advising Pri0r1ty on the Halfspace acquisition and recent fundraisings was led by partner Sam Hudson and associate Danielle Higgins (both corporate). In addition, support was also provided on the Halfspace acquisition by Rayona Basu (corporate), Zoe Michael (employment), Sophie Vella (commercial) and Matthew Walsh (tax).
Commenting, James Sheehan, CEO of Pri0r1ty, said: “As part of a wider growth strategy, the acquisition of Halfspace will allow Pri0r1ty to move into the highly attractive market of sports with a strong existing customer base and proven revenue generation. We believe the sports industry to be a prime target for existing and new AI products to facilitate growth for customers and streamline operations. The knowledge and skillset of the Halfspace team gives the company a competitive advantage.”
“Additionally, since announcing our Pr1bit solution, we have seen notable demand from SMEs that have wanted to integrate Bitcoin payments into their business offering. Our product enables this, with onboarding, treasury management and compliance tools. By launching our Lightning Network Routing Node, we added speed and cost efficiency to this offering. Having been approached for strategic investment at close to the market price we thought this would give us the opportunity to expedite our Pr1Bit offering and we’re delighted to be able to expand Bitcoin liquidity in support of this product.”
“It was a pleasure to work with the Hill Dickinson team on the HalfSpace acquisition and recent fundraisings and once again they provided a fantastic and attentive service.”
We were delighted to be able to assist Pri0r1ty with this significant acquisition and we wish Pri0r1ty and HalfSpace every success moving forward.Sam Hudson
Corporate Partner
Commenting for Hill Dickinson, Sam Hudson said: “We were delighted to be able to assist Pri0r1ty with this significant acquisition and we wish Pri0r1ty and HalfSpace every success moving forward.”