August 4 – Genius Sports has entered into an exclusive betting data rights agreement with several competitions within football’s European Leagues Association.
The deal grants Genius exclusive rights to distribute data to sportsbooks around the world through the GeniusIQ AI platform and covers a total of 18 competitions from the European Leagues Association.
These include the Belgian Pro League, Czech Republic’s Ligová Fotbalová Asociace, the Danish League, Dutch Eredivisie and Dutch Keuken Kampioen Divisie.
Also included are the Finnish Veikkausliiga, Deutscher Fußball-Bund for 3. Liga and Frauen-Bundesliga, Greek Super League, Israeli Professional Football League, Kazakhstan Football League and Latvian Virslīga.
.The technology is already used in the English Premier League with a suite of options that include performance, officiating and fan engagement tools.
Steven Burton, chief partnerships officer at Genius, said the deal expands the “breadth and depth” of premium data available to sportsbooks.
“It reflects a fundamental shift in the rights model, where technology investment resets traditional frameworks and creates a longer runway for future sales and revenue opportunities,” he said.
“By delivering the next-generation, AI-powered solutions that leagues want and need, we’re deepening alignment, strengthening our competitive moat and accelerating the next wave of technological innovation across European football.”
European Leagues Association General Secretary Alberto Colombo is hoping the deal will support the future business and commercial development of member competitions.
“This landmark deal with Genius reflects both the evolution of the sports data market but also the way technology will play an increasingly intertwined role in the way commercial deals come to fruition,” Colombo said.
As much as leagues around the world make noises about being less reliant on gambling and the associated tools surrounding gaming, the public’s lust for information and data to gain an advantage does not look like it’s slowing down.
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