August 7 – Genius Sports has renewed its agreement with Football DataCo, extending their official data partnership until 2029.
The extension will allow Genius to continue to collect, license, and distribute official live betting data for Football DataCo, the data rights owner of the Premier League, EFL and SPL, for another five years.
As a result, Genius Sports sustains as the Premier League, English Football League, and Scottish Professional Football League’s sole official live data distributor to global sportsbooks – a title they have held since first partnering up in 2019.
From the start of next season (2025/26), Football DataCo will also grant Genius Sports exclusive distribution rights for official Player Market Data to power a new suite of betting products for their bookmaker clients.
New pre-game and in-play data such as number of shots on target, assists and pass completions will help Genius offer a data points for bookies to create betting markets.
Genius Sports built the all-new Fantasy EFL for the 2024/25 season – marking the league’s first-ever 72-club fantasy football game involving all clubs across the three EFL divisions.
Mark Locke, CEO of Genius Sports, said: “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”.
Adrian Ford, General Manager of Football DataCo, said: “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”.
Contact the writer of this story, Harry Ewing, at moc.l1731466183labto1731466183ofdlr1731466183owedi1731466183sni@g1731466183niwe.1731466183yrrah1731466183