Melbourne-based calendar marketing company ECAL has acquired US-based Rokt Calendar in a deal that will expand ECAL's reach and add over 25 tier-one brands to its portfolio.

ECAL's platform syncs users’ favourite live events, sporting fixtures, shows, ticketing and venue information directly to their calendars. The acquisition of Rokt Calendar will add brands such as NBA, MLB, NHL, NASCAR, Fox Sports, Ticketmaster, The Skimm and SiriusXM to ECAL's portfolio.

ECAL's reach is set to expand to 24 million users globally, with eight million monthly active users, 15 billion data points per month, and calendars translated in more than 35 languages.

"This is a really exciting deal for us, and it’s a game changer for users who want direct information access to the brands and events they love, right at their fingertips," said ECAL founder and CEO, Patrick Barrett.

"More than 70 per cent of adults rely on a digital calendar to manage their lives, so synced calendars are the easiest and most effective way for businesses to engage with their audiences around their events," Barrett said. "We’re seeing a rising global demand for ECAL, which is driven by businesses undertaking digital transformation projects in a post-Covid world, and businesses who have invested heavily in data strategy, CRM and personalisation, with a strong desire for continuous, reliable first-party data in a cookie-free future," Barrett said.