SBC News Voice of the Sports Betting Industry
Genius Sports has unveiled in detail what’s in store for English and Scottish football as a result of its partnership with Football DataCo (FDC).
Having first partnered in 2019, both companies renewed their agreement earlier in March for at least until 2029, with Genius Sports retaining official data rights to the English Premier League, English Football League (EFL) and Scottish Professional Football League (SPFL).
This data is used for in-play betting products and content. Genius will also provide sportsbooks with official player market data for pre-game and in-play betting on markets like the number of shots, assists and pass completions during a game. This data is particularly useful for bet builder products.
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.”
Further details of Genius’ partnership with FDC include plans around technology, with the company using its AI-backed tech to track data across all 44 Premier League and EFL Championship teams.
The final initiative will see the creation of Data Zone, a broadcast experience featuring player IDs, pitch maps, shot velocities and player speeds. This builds on the launch of the Fantasy EFL product for the 2024/25 season, a 72-club fantasy football game covering the Championship, EFL League One and EFL League Two.
Adrian Ford, General Manager of Football DataCo, added: “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.”
