Genius Sports Extends Game-Changing Partnership with Football DataCo: Elevating Live Betting and Fantasy Football to New Heights Through 2029
Genius Sports Extends Exclusive Live Betting Data Partnership with Football DataCo Until 2029
Genius Sports, a leading sports data and 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 renewed deal, which takes effect from the 2025-26 season, will introduce new pre-game and in-play player markets, further enhancing the betting landscape for sports enthusiasts.
Wide Coverage of Football Competitions
Football DataCo represents a significant portion of professional football in the UK, covering competitions such as the English Football League (EFL), which includes the Championship, League One, and League Two. Additionally, it oversees all leagues governed by the Scottish Professional Football League (SPFL), including the Scottish Premiership. With this partnership, Genius Sports will be positioned to provide its sportsbook partners with comprehensive data, including metrics such as shots on target, assists, and pass completions. This detailed information aims to enrich the in-play betting experience for users.
A Long-Standing Relationship
Since becoming Football DataCo’s official data partner in 2019, Genius Sports has successfully distributed live data across more than 4,000 games annually. The partnership has allowed Genius to play an integral role in the evolution of betting analytics within professional football.
Genius Sports has also forged an expanded technology partnership with both the Premier League and EFL, supplying teams with AI-driven data and intelligence aimed at enhancing player performance. Continuing its mission, Genius is committed to powering various technological advancements within the UK football ecosystem.
Innovative Initiatives and Upcoming Projects
One noteworthy project under this partnership is the development of ‘Data Zone,’ an immersive broadcast experience that leverages data to provide insights into player metrics, pitch maps, shot velocities, and player speeds. Furthermore, Genius Sports is set to utilize its data capabilities to launch a season-long fantasy football game for the EFL in the 2024-25 season, covering all 72 clubs across the three divisions.
Comments from Leadership on the Partnership
Mark Locke, CEO of Genius Sports, emphasized the transformational impact this partnership has had on the company’s growth trajectory. ‘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 stated. He underscored the commitment to delivering what he describes as “the industry’s fastest, most accurate and most reliable data feed,” which will empower in-play betting products and innovations.
Adrian Ford, general manager of Football DataCo, echoed Locke’s sentiments, recognizing Genius Sports as an exceptional partner to UK football. “We look forward to continuing to expand our 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.
Conclusion
The renewed partnership between Genius Sports and Football DataCo marks a pivotal advancement in the realm of sports data and betting. As football continues to grow in popularity and complexity, this collaboration is expected to enhance the fan experience and elevate betting opportunities in the UK’s vibrant football community. With innovative projects on the horizon, both parties are well-positioned to capitalize on the ever-evolving landscape of sports entertainment.