Genius Sports Secures Groundbreaking Partnership with Football DataCo to Revolutionize Live Betting Data through 2029
Genius Sports has announced the extension of its exclusive partnership with Football DataCo, the rights holder for UK football data, through to 2029. This agreement will enable Genius Sports to enhance its live betting offerings by providing new pre-game and in-play player markets starting from the 2025-26 season.
Overview of Football DataCo and Coverage
Football DataCo, which governs data rights for various leagues, includes the English Football League (EFL)—which comprises the Championship, League One, and League Two—and encompasses all divisions managed by the Scottish Professional Football League (SPFL), including the Scottish Premiership.
Since its initial collaboration began in 2019, Genius Sports has served as the official data partner for Football DataCo, distributing real-time data for over 4,000 matches each season. The renewal of this partnership highlights the ongoing commitment to improving sports betting experiences across the UK football landscape.
Enhancements in Betting Data
Under the terms of the renewed agreement, Genius Sports will offer invaluable data metrics that include the number of shots on target, assists, and pass completions. These enhancements are aimed at bolstering the in-play betting options available to sportsbook partners, facilitating more dynamic and informed betting experiences for users.
Genius Sports has also expanded its technological partnership with both the Premier League and EFL. This advance allows clubs in these leagues to leverage advanced AI-driven data analytics and intelligence, designed to improve team performance.
Innovative Data Initiatives
One significant aspect of this partnership is the introduction of Data Zone, an immersive, data-driven broadcast experience. This platform provides viewers with a wealth of insights such as player identities, pitch maps, shot velocities, and player speeds, creating a more engaging viewing experience.
Additionally, Genius Sports is set to launch the first-ever season-long fantasy football game for the EFL starting in the 2024-25 season. This innovative platform will encompass all 72 clubs across the three EFL divisions, further integrating statistical data into the recreational engagement of fans.
Quotes from Leadership
Mark Locke, CEO of Genius Sports, emphasized the impact of the partnership on the company’s growth trajectory. He stated, “This renewal underpins our continued business expansion and fuels the trajectory of our medium-term financial outlook. Going forward, we expect the partnership to act as a flywheel to drive further innovation and value for our sportsbook partners.”
Locke highlighted that the extended partnership positions Genius Sports to continue delivering the industry’s fastest, most accurate, and reliable data feeds, essential for enhancing in-play betting products and innovations across the sector.
Adrian Ford, general manager of Football DataCo, praised Genius Sports as an exceptional partner in the UK football scene. “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 said.
Conclusion
The renewed partnership between Genius Sports and Football DataCo marks a significant development in the world of sports betting and football data. With a focus on innovative solutions and improved user experiences, this collaboration is poised to influence the landscape of sporting data and betting until at least 2029.