Genius Sports and Football DataCo enhance the Premier League with tracking advancements

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Genius Sports
Image credit: Genius Sports

Genius Sports has extended its partnership with Football DataCo as its official tracking partner to cover all Premier League games. Football DataCo is the official licence holder of data rights for soccer in the United Kingdom, to capture sub-second and skeletal tracking data across the Premier League.

The new deal includes a new skeletal tracking partnership with potential benefits for fans, media, broadcasters, and teams along with a sub-second tracking feed.

Genius Sports started as a betting data specialist in 2001, and over the years has grown to organise, optimise and develop hundreds of sports, betting, and media organisations across the globe.

Genius Sport through their second spectrum technology powered by computer vision and artificial intelligence situated in every premier league stadium will now be able to capture sub-second positional data on any player as well as the ball, while also continuing to be the official tracking provider of Football DataCo.

Skeletal tracking data will also be captured and developed to benefit fans, media partners, and broadcasters. New insights captured from the data will enable media partners and fans to experience dynamic, interactive metaverse applications giving the user control over how they want to experience the game.

Football DataCo General Manager Adrian Ford said via press release:

“Technology continues to drive how data is collected, analyzed, and presented. Working with Genius Sports’ Second Spectrum technology enables Football DataCo to be at the cutting edge of what is possible, and we look forward to developing new ways of using data for our stakeholders.”

Premier League clubs will now have access to Genius Sports’ advanced insight feed and integrated machine learning indexing to enhance performance through team and player metrics. Broadcaster partners will be able to access data-driven augmentation solutions, enabling their feed to feature live statistics and metrics.

Speaking about the partnership extension, Genius Sports CEO Mark Locke added via press release:

“This partnership is an important next step in demonstrating the way data and advanced technology can amplify storytelling and fan engagement. Genius has believed deeply in this vision for many years, which is now becoming a reality in partnership with Football DataCo and the Premier League.

“We’re incredibly excited to work on solutions to enhance how the most popular league in world soccer is consumed by millions of passionate fans worldwide.”

This partnership extension will be massive for broadcasters, fans, and teams as well as Genius Sports and Football DataCo as they are now able to deliver the fastest and most accurate data feed for the premier league will certainly open up further opportunities to develop new technologies and grow their brands.

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Clublinks Named Venue Operator for New Sports Centre

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Image credit: Built Environs

Venue manager company, Clublinks have been appointed by the Sport and Recreation Victoria as the venue operator of the new Bundha Sports Centre, an indoor sports centre in the heart of Melbourne’s inner north.

The new sports centre will officially open in early 2026, with four competition standard basketball, netball, and volleyball courts, a multi-purpose futsal court, a large gymnasium, cafe and lounge area and other community spaces.

Clublinks will operate the centre in the iconic Fitzroy Gasworks precinct in a long-term agreement, utilising their expertise in maintenance and asset renewal programs as part of the centre’s operation.

Clublinks CEO, Anthony Lawrence stated they are delighted to be given the opportunity to deliver brilliant customer experiences that align with the quality of the Bundha Sports Centre.

‘We are excited to facilitate opportunities for the community to participate in sport, recreation and fitness at this beautiful facility,” he said via press release.

“While Bundha is primarily a sports centre, it will deliver wonderful connection, unity and community benefit to Melbourne’s inner north.”

Construction of the Bundha Sports Centre was announced last year, Development Victoria released a statement reading the $54.5 million project would be delivered by a range of local and businesses and suppliers.

Additionally, the Victorian Government invested $49.5 million into the centre, complemented by a $5 million contribution from Yarra City Council.

In this partnership with Sport and Recreation Victoria, Clublinks will also reinvest a portion of the centre’s profits to enable access for a range of programs and initiatives promoted towards community members’ participation in centre activities.

Clublinks are also conducting an Expression of Interest process for local sports and associations looking to join the centre once it opens early next year.

It is hoped Clublinks’ new role in the Bundha Sports Centre will allow more people in the inner west to experience the benefits of the facility to grow their teams, programs and competitions once it formally opens.

Clublinks have a reputation in venue management capability in Victoria, currently operating the Northcote Aquatic and Recreation Centre and Narrandjeri Stadium in Darebin as well as other sports venues across Australia.

Dan Birrell Confirmed as Football Victoria CEO

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Image Credit: Football Victoria

Football Victoria (FV) has officially appointed Dan Birrell as its Chief Executive Officer following a competitive national recruitment process.

Birrell has served as Interim CEO since March 2025, during which time he delivered significant improvements across both the organisation and the wider football community.

His leadership over the past six months has been credited with reshaping internal culture, strengthening stakeholder relationships and aligning day-to-day operations with FV’s long-term strategic plan.

Before stepping into the interim role, Birrell was a senior member of FV’s executive team with responsibility for Football Operations. His previous positions within the organisation have included oversight of commercial programs, refereeing, coaching, high-performance initiatives and player pathways, giving him an extensive understanding of Victorian football.

The FV Board confirmed that the decision followed a rigorous process managed by an independent agency and drew a strong field of qualified candidates.

Birrell’s appointment provides continuity and stability as FV continues to deliver on its strategic goals and support the game’s rapid growth across the state.

Dan Birrell expressed his excitement and pride in his own appointment after hard work behind the scenes in recent months.

“It is an immense privilege to lead Football Victoria,” he said in a press release.

“I am incredibly proud of the progress we have made together over the past six months, and I look forward to continuing to work with staff, clubs, government and partners to build an even stronger, more united football community.

“Football is the most inclusive and accessible sport in Victoria, and I am committed to ensuring that it continues to thrive for generations to come.”

Birrell joined Soccerscene for an episode on the Off the Pitch Podcast whilst he was interim CEO, where he discussed topics like the cost barrier for juniors, marketing the NPL better in this state, and ensuring more stability in the organisation.

It will be interesting to see how he implements the many different plans he has discussed and with his experience in football operations, he can drive a bigger change on the pitch than we have seen before with previous CEO’s

Click below to listen to Birrell speak about his plans for Football Victoria on Episode 11 of the Off the pitch Podcast, which is available on all major podcasting platforms.

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