Deal Secured Until 2029, Enhancing Pre-Game and In-Play Betting Options
Genius Sports, a global leader in sports data and technology, has announced the renewal of its exclusive live betting data partnership with Football DataCo, the official rights holder for UK football, extending the agreement to 2029. This renewed deal marks a significant evolution in the partnership, poised to enhance the scope and quality of betting data available to sportsbooks, particularly with the introduction of new pre-game and in-play player markets beginning in the 2025-26 season.
Scope of Football DataCo’s Coverage
Football DataCo’s jurisdiction encompasses crucial leagues within the UK football landscape, including the English Football League (EFL), which comprises the Championship, League One, and League Two. Additionally, the partnership covers all leagues governed by the Scottish Professional Football League (SPFL), including the prestigious Scottish Premiership. This wide-ranging coverage underscores the extensive impact of the renewed agreement on the betting data available for football fans and bettors alike.
Enhanced Data Offerings
With the latest renewal, Genius Sports will supply its sportsbook partners with a wealth of new data metrics that include statistics on shots on target, assists, and pass completions. These enriched data points are designed to bolster in-play betting options, providing bettors with a more engaging and informative betting experience during matches.
Genius Sports has been an official data partner of Football DataCo since 2019, consistently distributing live data for over 4,000 matches each season. This track record highlights the company’s significant role in shaping the betting landscape in the UK.
Expanding Technological Partnerships
In addition to its collaboration with Football DataCo, Genius Sports is also advancing its technological partnerships with the Premier League and EFL. Through this expanded relationship, Genius provides teams in both leagues with AI-driven data and intelligence aimed at enhancing on-field performances. Such initiatives are part of Genius’s broader strategy to enhance the UK football ecosystem’s technological capabilities.
Among its innovations is the Data Zone, an immersive broadcast experience that delivers insights such as player IDs, pitch maps, shot velocities, and player speeds. This platform not only transforms how fans consume football matches but also enriches the live betting experience by providing real-time, actionable data.
Furthermore, in line with the new partnership extension, Genius Sports is set to launch the first season-long fantasy football game for the EFL during the 2024-25 season. This fantasy league, announced in July, will include all 72 clubs across the three divisions, bringing fans closer to the game.
Strategic Importance of the Partnership
Mark Locke, CEO of Genius Sports, emphasized the strategic importance of this partnership, describing it 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, “Going forward, we expect the partnership to act as a flywheel to drive further innovation and value for our sportsbook partners.”
Locke also highlighted that Genius Sports will continue to provide the industry’s fastest, most accurate, and reliable data feeds, essential for powering in-play betting products and innovations derived from some of the most valuable betting content available worldwide.
Gratitude from Football DataCo
Adrian Ford, General Manager of Football DataCo, expressed his appreciation for Genius Sports as a valued partner to UK football, particularly in the realm of 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.
With this renewed partnership, both Genius Sports and Football DataCo are set to elevate the betting experience and foster a deeper connection between fans and the UK football leagues they cherish.
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