Genius Sports seals landmark deal with Football DataCo

9 May 2019

Genius Sports Group has finalised a major betting data partnership with Football DataCo, giving the supplier exclusive rights to collect, license and distribute live data from the UK’s leading football competitions, including the Premier League.

As the sole data rights holder, Genius Sports will be able to supply data for the Premier League, English Football League and Scottish Professional Football League, from the start of the 2019-20 season.

“Being selected by Football DataCo as their exclusive official data partner is transformational for our organisation and reinforces our position as the global leader in sports data capture and distribution technology,” Genius Sports chief executive Mark Locke said. “This partnership upholds our commitment to ensuring sports remain at the heart of a sustainable sports betting ecosystem that is fair and rewarding for all participants.

Through its sports betting subsidiary Betgenius, Genius Sports will capture official live in-stadium data at more than 4,000 fixtures each season, distributing it to hundreds of licensed sportsbook operators worldwide.

“The use of secure, UK football league sanctioned data signals the increased maturity of the industry and recognises the value and protections that this official data feed provides,” Locke explained. “Football DataCo leads the world through its heavy investment in a product that assures operators can have complete confidence in its data supply to power some of most valuable sports betting content in the world, including all Premier League matches.”

Football DataCo general manager Adrian Ford added: “English and Scottish football is vital to any sportsbook offering and Genius Sports provided a compelling proposal to maximise the value of live data in the betting market for the leagues,” Football DataCo general manager Adrian Ford said.

“We look forward to working with Genius Sports, and its sports betting division Betgenius, in developing innovative data feeds for the market to use.”

Genius Sports has won the exclusive rights previously held by Perform Group since 2013. The two companies have also collaborated, working with Football DataCo to monitor English and Scottish football competitions for unusual betting activity since 2017.