A major sports betting technology supplier will continue to fuel quickly needed data to aid wagering on major U.K. pro soccer leagues for the rest of this decade.
Genius Sports announced a partnership extension on Monday with Football DataCo, the data rights holder for the English Premier League, among others, through 2029.
Genius Sports receives the exclusive ability to collect, license, and distribute official low-latency data in under a second to help hundreds of sportsbooks globally provide in-game betting on more than 4,000 matches annually, the company announced.
“Over the last five years, our official data and technology partnership with Football DataCo has been transformational to the growth of Genius Sports,” Genius Sports CEO Mark Locke said. “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.”
High-margin products
Between EPL, the English Football League, and the Scottish Professional Football League, Genius Sports will provide sportsbooks with new player market data, which will offer bettors pre-game and in-play opportunities on markets like shots on target, assists, and other high-margin bet builder products.
“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,” Adrian Ford, general manager of Football DataCo, said. “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.”
Good business to get
Genius Sports has partnerships with more than 400 sports organizations and holds rights with popular leagues like the NFL, NCAA, NASCAR, Liga MX, and FIBA to provide data to sportsbooks.
The Premier League is the most-watched soccer federation in the world. In the U.S., NBC agreed to spend $2.55 billion over six years in 2021 to extend broadcasting rights.
Genius Sports will continue to bridge sports betting and soccer while providing data for the EPL’s show "Data Zone" and powering the league’s online fantasy product.
