Genius Sports and Football DataCo Extend Landmark Partnership to Enhance Live Betting in UK Football
Genius Sports Extends Live Betting Data Partnership with Football DataCo Until 2029
Genius Sports, a leading provider of sports data and technology, has announced the extension of its exclusive live betting data partnership with Football DataCo, the official rights holder for UK football data, until 2029. This renewed agreement will provide Genius Sports with access to new pre-game and in-play player markets starting from the 2025-26 season, marking a significant milestone in their ongoing collaboration.
Coverage and Services
Football DataCo manages data rights for major competitions in UK football, including the English Football League (EFL), which encompasses the Championship, League One, and League Two, as well as all leagues governed by the Scottish Professional Football League (SPFL), including the prestigious Scottish Premiership. Through this partnership, Genius Sports will enhance its offerings to sportsbook partners by providing critical statistical data, such as the number of shots on target, assists, and pass completions. This information is expected to enrich in-play betting opportunities and improve the overall betting experience for users.
Since becoming the official data partner of Football DataCo in 2019, Genius Sports has distributed live data for over 4,000 matches each season, demonstrating its commitment to delivering comprehensive and timely information to betting operators.
Advancing Technology and Innovations
In addition to its partnership with Football DataCo, Genius Sports has broadened its technology collaboration with both the Premier League and EFL. This partnership has enabled Genius to deliver AI-powered data and intelligence to assist clubs in enhancing their performance on the field. Genius Sports plans to continue empowering technology initiatives across the UK football ecosystem, further expanding its impact in the industry.
One innovative project resulting from this collaboration is Data Zone, an immersive broadcast experience that leverages data to provide viewers with detailed insights into player activities, including player IDs, pitch maps, shot velocities, and player speeds. This initiative aims to enhance the viewing experience for fans and contribute to the overall engagement with the sport.
Additionally, data provided by Genius Sports will power the inaugural season-long fantasy football game for the EFL starting in the 2024-25 season, covering all 72 clubs across the three divisions. This fantasy league platform, announced in July, is expected to attract a large number of participants and further broaden fan engagement.
Leadership Insights
Mark Locke, CEO of Genius Sports, expressed enthusiasm about the partnership extension, stating that it has been 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 remarked. He highlighted that the partnership is expected to serve as a catalyst for further innovation and value creation for sportsbook partners, allowing them to offer the industry’s fastest, most accurate, and reliable data feeds for in-play betting.
Adrian Ford, general manager of Football DataCo, echoed Locke’s sentiments, commending Genius Sports for their exceptional partnership in enhancing UK football’s 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.’
With this renewed partnership, Genius Sports is well-positioned to lead the way in sports betting data, setting a high standard for innovation and customer engagement in the rapidly evolving landscape of sports betting.