Genius Sports Extends Partnership with Football DataCo Until 2029
In a significant boost for both companies, Genius Sports 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 enhance the betting landscape as it introduces new pre-game and in-play player markets starting from the 2025-26 season.
Comprehensive Coverage of UK Football
Football DataCo oversees critical leagues in the UK, including the English Football League (EFL), which comprises the Championship, League One, and League Two, as well as all leagues governed by the Scottish Professional Football League (SPFL), including the esteemed Scottish Premiership. This partnership allows Genius Sports to provide its sportsbook partners with invaluable data metrics, including statistics on the number of shots on target, assists, and pass completions. These data points are designed to enrich in-play betting options, offering punters deeper insights and engagement as they place their bets.
A Longstanding Collaboration
Genius Sports has been the official data partner of Football DataCo since 2019, distributing live data for over 4,000 matches each season. This relationship has not only bolstered Genius’ offerings but has also expanded its technology partnership with both the Premier League and EFL. Through these collaborations, Genius Sports supplies teams with artificial intelligence-powered data and insights, aimed at enhancing their competitive performance on the field.
Innovative Technology Initiatives
One notable initiative included in the extended partnership is Data Zone, a data-driven, immersive broadcast experience designed to deliver real-time insights. The platform will feature comprehensive player statistics, including player IDs, pitch maps, shot velocities, and player speeds, ensuring fans have access to crucial information as they engage with matches.
Additionally, Genius Sports is set to launch the inaugural season-long fantasy football game for the EFL in the upcoming 2024-25 season. This new fantasy league platform, which was announced in July, will encompass all 72 clubs across the three divisions, further engaging fans with real-time data.
Leadership Insight on Growth
Mark Locke, CEO of Genius Sports, expressed confidence in the partnership’s impact, describing it as “transformational” 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 emphasized that the extension of the partnership will enable Genius Sports to deliver what he describes as “the industry’s fastest, most accurate, and most reliable data feed,” thereby enhancing in-play betting products and fostering further innovation.
Commitment to Quality and Innovation
Adrian Ford, General Manager of Football DataCo, commended Genius Sports as an exceptional partner in the UK football landscape. He noted their commitment to 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 added.
As the landscape of sports betting continues to evolve, this extended partnership between Genius Sports and Football DataCo promises to foster growth, innovation, and a deeper connection for fans worldwide with UK football.
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