Genius Sports, a leading sports technology company, has announced the extension of its exclusive live betting data partnership with Football DataCo, the rights holder for UK football, through to 2029. This strategic agreement will enhance Genius Sports’ offerings within the dynamic realm of sports betting, providing new pre-game and in-play player market insights starting in the 2025-26 season.
Comprehensive Coverage of UK Football Leagues
The partnership covers a wide array of football competitions in the UK, including the English Football League (EFL)—which encompasses the Championship, League One, and League Two—as well as all leagues operated by the Scottish Professional Football League (SPFL), including the prestigious Scottish Premiership.
With the renewed agreement, Genius Sports will supply its sportsbook partners with key statistical data that can enhance the in-play betting experience. Betters will gain access to metrics such as the number of shots on target, assists, and pass completions, allowing for more detailed and engaging betting opportunities during live matches.
Building on a Successful Collaboration
Genius Sports has been the official data partner of Football DataCo since 2019, during which it has provided live data for more than 4,000 matches each season. This partnership has not only strengthened Genius Sports’ position in the betting data industry but has also fostered innovations that benefit both sportsbooks and fans alike.
Additionally, Genius Sports has expanded its technology collaboration with organizations such as the Premier League and EFL. This relationship allows the company to equip teams with artificial intelligence-driven data and intelligence, aimed at optimizing player performance. The company remains committed to powering technology initiatives within the UK football ecosystem.
One notable initiative is “Data Zone,” which delivers a data-driven, immersive broadcast experience. This feature presents fans with valuable insights like player IDs, pitch maps, shot velocities, and player speeds, creating a richer viewing experience.
Innovative Fantasy Football Initiatives
Moreover, Genius Sports is set to launch the inaugural season-long fantasy football game for the EFL in the 2024-25 season. This platform, announced in July, will engage fans across all 72 clubs within the three EFL divisions, further deepening the connection between fans and their favorite teams.
A Transformative Partnership for Growth
Mark Locke, CEO of Genius Sports, described the renewed partnership as “transformational” for the company’s growth trajectory. “This renewal underpins our continued business expansion and fuels the trajectory of our medium-term financial outlook,” Locke stated. He added that the partnership is expected to serve as a catalyst for further innovation and value creation for their sportsbook partners.
Locke emphasized the commitment of Genius Sports to deliver the fastest, most accurate, and most reliable data feed in the industry, which is vital for powering in-play betting products and developments that involve some of the most sought-after betting content globally.
Commitment to Quality and Innovation
Adrian Ford, general manager of Football DataCo, highlighted the exceptional partnership with Genius Sports, recognizing them as instrumental in delivering innovative real-time betting experiences. “We look forward to continuing to expand the relationship with a new rights term from the start of the 2025-26 season and maintaining the highest quality of data to connect millions of fans globally with our competitions,” Ford stated.
This extended collaboration signals a significant step forward for both organizations, reinforcing their roles in enhancing the fan experience and supporting the growth of sports betting in the UK and beyond.
