Technologies Inc. struck a deal to buy sports technology firm Lava in a deal valued at $300 million, as the fintech firm seeks to move beyond its housing-focused products.

With the deal, Bilt will gain a company that has relationships with more than 50 professional-sports franchises, including the Carolina Hurricanes and Denver Nuggets, according to a statement Monday. Lava uses its technology to track, analyze and then monetize customer-loyalty programs.

New York-based Bilt offers programs allowing people to earn points for paying their rent or mortgage. With the acquisition, the company will expand into the sports industry, tapping into the loyalty that fans have for their teams.

“We think there’s a really exciting way to start connecting sports loyalty and sports fandom into this neighborhood platform, both, by the way, from connecting our own housing residents into sports experiences, but also connecting sports fans into the neighborhood,” Bilt Chief Executive Officer Ankur Jain said in an interview.

Bilt became better known in the fintech ecosystem for its trademark credit card, but the firm has since evolved into a broader platform focused on loyalty programs. The company works with landlords and mortgage companies to facilitate housing payments via its software. It also connects with retailers, hospitality providers and other merchants to encourage and reward spending. Last year, the firm was valued at $10.8 billion in a funding round.

“Lava joining Bilt will help our partners turn sports fandom into a neighborhood economy that works for fans, teams and local businesses every day,” said Vivek Ranadivé, the founder of Lava and owner of the Sacramento Kings basketball team.