Genius Sports Secures Extended Partnership with Football DataCo to Revolutionize Live Betting Experience by 2029
Genius Sports Extends Live Betting Data Partnership with Football DataCo to 2029
Genius Sports has announced the extension of its exclusive partnership with Football DataCo, a UK football rights holder, to provide live betting data until 2029. This renewed agreement will enhance the availability of pre-game and in-play player markets, set to take effect from the 2025-26 season, allowing sports betting platforms to offer a broader range of betting options.
Coverage of Major Football Leagues
Football DataCo oversees data rights for various prominent leagues, including the English Football League (EFL), which comprises the Championship, League One, and League Two. Additionally, the partnership encompasses all leagues managed by the Scottish Professional Football League (SPFL), including the top-tier Scottish Premiership. This extensive coverage enables Genius Sports to deliver comprehensive data services that support an expansive betting market.
Enhanced In-Play Betting Features
As part of the revamped agreement, Genius Sports will supply its sportsbook partners with critical player statistics such as the number of shots on target, assists, and pass completions. These metrics are designed to enhance in-play betting offerings, providing bettors with real-time insights to make informed wagering decisions during matches.
Genius Sports has served as Football DataCo’s official data partner since 2019, facilitating the distribution of live data for over 4,000 games each season. With this extension, Genius aims to further solidify its role as a leader in live sports data delivery.
Advanced Technology and Further Initiatives
In addition to its partnership with Football DataCo, Genius Sports has expanded its technology collaboration with the Premier League and EFL. This collaboration revolves around providing teams with AI-powered data and intelligence aimed at improving player performance. Through ongoing technology initiatives, Genius often works to enhance the overall experience within the UK football framework.
One particularly noteworthy project is the ‘Data Zone,’ an immersive broadcast experience that utilizes data to offer insights on player IDs, pitch maps, shot velocities, and player speeds. This technology aims to enrich the viewing experience for fans while also providing deeper analytical tools for teams and sportsbooks alike.
Furthermore, Genius Sports is set to launch the first season-long fantasy football game for the EFL during the 2024-25 season. This fantasy league platform will encompass all 72 clubs across the three divisions, opening new avenues for fan engagement and interaction.
Positive Impact on Business Growth
Mark Locke, CEO of Genius Sports, described the partnership as a ‘transformational’ driver for 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 emphasized that with the extension, Genius Sports aims to continue delivering a data feed recognized as the fastest, most accurate, and most reliable in the industry to power in-play betting products, further solidifying its reputation within the sports betting sector.
Commitment to Innovation in Football
Adrian Ford, general manager of Football DataCo, expressed optimism regarding the extended partnership, highlighting Genius Sports’ role 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.”
As the UK football betting landscape continues to evolve, the long-term partnership between Genius Sports and Football DataCo is poised to play a significant role in shaping the future of sports wagering, driving innovation, and enriching the experiences of football fans and bettors alike.