Genius Sports Extends Partnership with Football DataCo Until 2029
Genius Sports has extended its exclusive live betting data partnership with UK football rights holder Football DataCo to 2029. This deal, effective from the 2025-26 season, will provide Genius Sports with new pre-game and in-play player markets.
Comprehensive Coverage Across UK Football
Football DataCo oversees the English Football League (EFL), encompassing the Championship, League One, and League Two, as well as all leagues managed by the Scottish Professional Football League (SPFL), including the Scottish Premiership.
With this renewed deal, Genius Sports will continue to supply its sportsbook partners with crucial data, such as shots on target, assists, and pass completions, to enrich in-play betting offerings.
Genius Sports has been Football DataCo’s official data partner since 2019, distributing live data for over 4,000 games per season. This long-standing relationship has been pivotal in providing accurate and reliable data to the sports betting industry.
Expanding AI-Powered Analytics for Premier League and EFL
Beyond this partnership, Genius Sports has expanded its technology collaboration with the Premier League and EFL. This expansion includes providing AI-powered data and intelligence to Premier League and EFL Championship teams, enhancing their performance analytics.
Genius Sports will continue to drive technology initiatives across the UK football ecosystem, including the Data Zone—a data-driven, immersive broadcast experience offering insights into player IDs, pitch maps, shot velocities, and player speeds.
Fantasy Football for the EFL
In a groundbreaking move, Genius Sports will use its data to launch the first season-long fantasy football game for the EFL in the 2024-25 season. This platform, announced in July, will cover all 72 clubs across the three divisions, offering fans a new way to engage with the sport.
Mark Locke, CEO of Genius Sports, highlighted the partnership’s significant impact on the company’s growth. “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,” Locke stated.
Adrian Ford, general manager of Football DataCo, praised Genius Sports as an exceptional partner. “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,” Ford commented.
