Genius Sports Extends Its Exclusive Rights Deal for UK Football Data
Genius Sports, the sports technology and betting data specialist, has announced the extension of its partnership with Football DataCo to supply soccer data for United Kingdom (UK) football.
Genius Sports extends deal as official live data distributor for UK football.
LISTEN TO THIS ARTICLE:This is a multi-year agreement that will last until 2029. The partnership means the sports company is the data rights holder for all UK football data, including the English Premier League, English Football League, and Scottish Professional Football League.
Additionally, a new service added to the platform will be the official Player Market Data which grants Genius Sports permission to use player statistics to drive a new suite of products for betting purposes. Genius Sports has recently launched its Fantasy EFL for the upcoming 2024/25 season, with the competition featuring 72 clubs.
The extension to the current agreement sees Genius Sports provide accurate and live feeds of a range of football data from soccer matches in the UK, which includes pitch maps, shot velocities, and player speeds. Under the terms of the deal, the distributor will cover more than four thousand matches each season.
Over the last five years, our official data and technology partnership with Football DataCo has been transformational to the growth of Genius Sports. 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.
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The data distributor has been providing data on the UK leagues since 2019, and the live data feeds have become increasingly valuable due to the expansion of in-play betting markets, which rely on quick and accurate information from Genius Sports.
Advances in technology have meant Genius Sports now uses AI-powered technology to cover all the EPL and EFL teams in a more in-depth way. The data provider provides a suite of in-depth analysis and comprehensive performance statistics and supplies these through live feed platforms.
Genius Sports has been an exceptional partner to UK football over the past five years, delivering innovative real-time betting experiences for sportsbooks and high-quality player tracking data and solutions for teams. 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.
Genius Sports has recently boosted its responsible gaming credentials by joining membership of the IBIA.
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