Genius Sports continue data collection for English and Scottish Leagues

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Genius Sports
Image credit: Genius Sports

Football DataCo, the owner of the data rights for UK football, has awarded Genius Sports Limited (Genius Sports) a significant new expansion and extension of its unique low latency official data agreement.

In accordance with the terms of the agreement, Genius Sports has expanded its long-standing collaboration with Football DataCo to become the sole official provider of low latency live data for the English Premier League (EPL), English Football League (EFL), and Scottish Professional Football League (SPFL) to the world’s sports betting industry.

Since the beginning of the 2019 season, Genius Sports has been the exclusive supplier of low latency official data for more than 4,000 UK football matches every season to hundreds of licensed sports books globally. The extended collaboration will last through to the end of the 2024–2025 campaign.

This forms part of Genius Sports’ portfolio of covering hundreds of sports and media brands worldwide.

With its outstanding Second Spectrum technology, Genius Sports has expanded its collaboration to record sub-second, skeletal tracking data for all Sky Bet EFL Championship and Championship Play-Off matches.

The data generated from the partnership enables Second Spectrum augmentation technology to create automated, real time enhanced graphics based on optical on-pitch data featuring advanced team and player insights such as shot velocity, player speed, positional data, and much more. Where broadcasters choose, these unique data-driven broadcast overlays can augment the fan experience by providing highly personalised viewing options for all fans, however and wherever they watch the game.

Adrian Ford, General Manager of Football DataCo stated via press release:

“Genius Sports and Second Spectrum continue to generate first class data and provide innovative solutions for a variety of Football DataCo’s stakeholders, the technology is improving all the time, extending the creative use of data to improve the presentation of English and Scottish football,” he said.

Mark Locke, CEO of Genius Sports added via press release:

“The Premier League is the most popular league in world sport and Genius Sports has created the fastest, most accurate and secure feed on UK football to power first-class products for sports books around the world,” he said.

The partnership extension sees Genius continue to power innovation and are now expanding to include a suite of AI-powered Second Spectrum Tracking Data technology for the EFL Championship and Premier League.

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Mbappé move from Nike to On signals new battle for Football’s sponsorship market

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Kylian Mbappe UEFA Euro 2024 Qualifier
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Kylian Mbappé’s decision to leave Nike after almost 20 years has opened a new chapter in the commercial battle for football’s biggest names. The Real Madrid and France star has joined Swiss sportswear brand On, a significant boon for the company on entry into the football market.

Mbappé’s departure is a significant commercial loss for Nike. The forward joined the company as a nine-year-old and grew into one of its leading football figures. His loss compounds the recent transition of Spanish star Lamine Yamal to long-time rival Adidas.

On built its reputation in running, before expanding into tennis via Roger Federer. It will now use Mbappé’s experience as it develops football products, with its first boots expected to become widely available in the near future. Former France star Thierry Henry has also joined On as its football director and is a shareholder.

On has confirmed that Mbappé’s agreement includes both cash and equity, although the financial details have not been released, gives the partnership a deeper commercial connection than a traditional endorsement deal. Nike still holds significant football contracts, including long-term partnership with numerous national teams.

However, Mbappé’s move gives On an opportunity to challenge the established order, including Nike, Adidas, Puma and other emerging competitors. But will they turn this prized signature into lasting football credibility? To do so, the brand must now deliver products that can compete on performance, design and price.

Mbappé’s switch is therefore more than a sponsorship change. It signals an increasingly competitive fight for football’s most influential athletes and the billions of fans who follow them.

SBS expands Australian Championship broadcast coverage for 2026

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Image Credits: Football Australia

The Australian Championship will enter its second season with an expanded broadcast partnership between Football Australia and SBS. The 2026 competition will feature two live SBS broadcasts in every round, marking an increase from the tournament’s debut season.

Thursday night football will form a key part of the new broadcast schedule. The opening match will see Preston Lions face Wollongong Wolves on October 15th, with the game broadcast live on SBS2 and SBS On Demand. Saturday football will also remain part of the free-to-air schedule; first up, Sutherland Sharks’ clash with South Melbourne on October 17th will be shown live on SBS and SBS On Demand.

The expanded agreement gives the competition a greater presence across SBS’s linear channels while retaining its full streaming coverage, with every match across the 2026 Australian Championship available live on SBS On Demand. The platform also provides full replays and highlights for viewers to access at their discretion.

In addition to SBS’ coverage, Football Australia will also stream the competition via YouTube.

The Australian Championship consists of a six-round group stage, finals beginning at quarter-finals from November 26, and a Grand Final scheduled currently between December 10-12.

It features 16 clubs from seven states and territories. The broadcast schedule places several historic fixtures in front of a national audience: South Melbourne will meet Sydney United 58 in a repeat of the 1999 NSL Grand Final, and Sydney Olympic and Marconi Stallions will also renew a rivalry that includes NSL Grand Final meetings in 1989 and 1990.

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