Genius Sports Extends Game-Changing Partnership with Football DataCo: A New Era of Live Betting Data for UK Football
Genius Sports Extends Partnership with Football DataCo to Enhance Live Betting Offerings
London – October 2023 – Genius Sports, a leading data and technology company, has announced the extension of its exclusive live betting data partnership with Football DataCo, the rights holder for UK football, until 2029. This renewal paves the way for Genius Sports to introduce new pre-game and in-play player markets starting in the 2025-26 season, marking a significant enhancement in their data offerings.
Comprehensive Coverage of UK Football
Football DataCo encompasses the entire English Football League (EFL), which includes the Championship, League One, and League Two, as well as all leagues managed by the Scottish Professional Football League (SPFL), including the Scottish Premiership. This partnership empowers Genius Sports to provide its sportsbook partners with vital statistics such as the number of shots on target, assists, and pass completions—key metrics that will enrich in-play betting options for users.
Genius Sports has served as Football DataCo’s official data partner since 2019, successfully distributing live data for more than 4,000 matches each season. This long-standing relationship underscores Genius Sports’ commitment to delivering actionable insights and reliable data for the gambling industry.
Technology Partnerships and Innovations
In addition to its collaboration with Football DataCo, Genius Sports has also expanded its technological partnership with both the Premier League and EFL. This initiative allows Genius Sports to offer AI-powered data and analytics to enhance team performance across these prestigious leagues. The company aims to continue powering technology initiatives that bolster the entire UK football ecosystem.
One notable project is Data Zone, an innovative and data-driven broadcast experience providing fans with real-time insights, including player IDs, pitch maps, shot velocities, and player speeds. Furthermore, Genius Sports is set to leverage its data capabilities to launch the EFL’s inaugural season-long fantasy football game during the 2024-25 season. Announced in July, this fantasy league will cover all 72 clubs across the three EFL divisions.
Remarks from Leadership
Mark Locke, CEO of Genius Sports, highlighted the transformative nature of this partnership for the company’s growth trajectory. “This renewal underpins our continued business expansion and fuels the trajectory of our medium-term financial outlook,” he stated. Locke also expressed optimism that the partnership would act as a catalyst for further innovation and enhanced value for Genius Sports’ sportsbook partners. He emphasized the company’s commitment to delivering the fastest, most accurate, and most reliable data feeds, crucial for powering in-play betting products.
Adrian Ford, general manager of Football DataCo, echoed Locke’s sentiments, commending Genius Sports’ role in delivering cutting-edge 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 remarked.
The renewed partnership between Genius Sports and Football DataCo marks a significant step forward in the ongoing evolution of live betting, promising to enhance engagement and deliver greater experiences for fans and bettors alike. As the sporting landscape continues to evolve, this collaboration positions both organizations to lead the way in innovative data services for the UK football market.