March 30 – The Association of European Professional Football Leagues (EPFL) has brokered a deal between eight of its leagues and three commercial partners – Perform Group, Sportradar and Genius Sports – to collect and supply official data to the betting industry.
The three-year deal covers the Austrian Bundesliga, Belgium ProLeague, Danish Divisionsforeningen, Israeli Professional Football League, Dutch Eredivisie, Norwegian Toppfotball, Swedish Föreningen Elitfotboll and Swiss Football League, and is the first multi-league agreement signed under the umbrella of the EPFL.
Although a non-exclusive deal, the leagues’ official betting data partners will receive access to optimal, secure positions in-stadia for the collection of live data.
No fee amount has been announced for the partnerships or how this deal breaks down between leagues. As well as providing commercial income the EPFL said in a press release that the deal provides “greater control and comfort over the integrity of the data that powers betting markets on their matches.”
Alberto Colombo, Deputy General Secretary (EPFL) said: “This project reflects one of the EPFL’s key aims which is to help its member leagues take advantage of new opportunities and follow best practice in the sports industry. I’m delighted that we’ve been able to help this group of leagues to create formal, state-of-the-art partnerships in the area of live data which deliver commercial value and improve the levels of control and integrity around the use of the content by the betting industry.”
Official and accurate data, delivered fast, is the holy grail for online betting providers, especially those offering multiple markets and types of bets. Leagues are keen to share in the commercialisation of their data and rights in the betting market – something that has not always been easy.
Carsten Koerl, CEO (Sportradar) added: “Sportradar is very pleased to partner with the EPFL given the progressive approach they have adopted for this deal. They have successfully combined the interests of multiple leagues and safeguarded data quality through official providers. We look forward to a fruitful cooperation that will benefit the leagues as well as the hundreds of betting operators we work with and football fans who will have access to fast, accurate and reliable data from an officially recognised source”.
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