Genius Sports Expands UK Football Partnership with Football DataCo, Enhancing Live Betting Data Landscape Through 2029
Genius Sports Extends Partnership with Football DataCo Through 2029
Genius Sports has announced the extension of its exclusive live betting data partnership with Football DataCo, the official rights holder for UK football data. This renewed agreement, extending through 2029, will see Genius Sports gain access to new pre-game and in-play player markets starting from the 2025-26 season.
Expanding Coverage in UK Football
Football DataCo oversees the data rights for the English Football League (EFL), which includes the Championship, League One, and League Two, as well as all leagues governed by the Scottish Professional Football League (SPFL), such as the Scottish Premiership. Under this renewed partnership, Genius Sports aims to enhance its offerings by providing sportsbook partners with valuable data points including the number of shots on target, assists, and pass completions. This information is expected to significantly improve the in-play betting experience for fans and bettors alike.
Genius Sports has been the official data partner of Football DataCo since 2019, during which time it has successfully distributed live data for over 4,000 games each season. The company has demonstrated a commitment to enhancing the betting landscape through its innovative data solutions.
Technology Partnerships in Football
In addition to its partnership with Football DataCo, Genius Sports has expanded its technology collaboration with the Premier League and EFL. Through this cooperation, Genius Sports offers AI-powered data and insights to help clubs improve player performance and strategy. These technological advancements aim to bolster the overall football ecosystem in the UK.
One of the standout initiatives stemming from this partnership is Data Zone, a data-driven broadcast experience that provides viewers with immersive insights, including player identification, detailed pitch maps, shot velocities, and player speeds.
New Fantasy Football Game on the Horizon
Looking ahead, Genius Sports plans to launch the first season-long fantasy football game for the EFL in the 2024-25 season. This fantasy league platform will encompass all 72 clubs across the three divisions, providing fans with a new avenue to engage with the sport. The announcement of this fantasy initiative in July highlights Genius Sports’ commitment to connecting fans with their favorite teams and players.
A Vision for Continued Growth
Discussing the significance of the partnership extension, Genius Sports CEO Mark Locke remarked on its transformational impact on the company’s growth trajectory. ‘This renewal underpins our continued business expansion and fuels the trajectory of our medium-term financial outlook,’ he stated, emphasizing the expected benefits for sportsbook partners. Locke further proclaimed that the partnership would serve as a catalyst for innovation and value creation in the betting industry.
Adrian Ford, General Manager of Football DataCo, lauded Genius Sports as an exceptional partner, commending their ability to deliver 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 noted.
With this partnership, Genius Sports is well-positioned to enhance the betting experience for football fans while continuing to innovate within the industry.