
Genius Sports has won the bidding war to extend its official betting data partnership with Football DataCo (FDC), which holds data rights to the English Premier League (EPL).
The deal – which is set to expire this year – is close to being extended by an additional five-year term from 2025 to 2029.
With this deal, Genius will continue to collect, license and distribute official live betting data from the English Premier League.
Genius Sports is a UK based sports data company that provides data management, video streaming and integrity services to sports leagues, bookmakers and media companies.
The company was founded in 2016 and very quickly rose to prominence with huge deals in multiple countries across many sports. These include NCAA Basketball, NASCAR and NFL in America on top of their deals with FIBA and Canadian Football League. The company specialise in Football, controlling multiple leagues in the UK as well as the Argentina Superliga and all three German Football divisions.
Genius Sports in collaboration with FDC will continue to take over data in all FDC-licenced leagues such as the Championship, League One and League Two, as well as all leagues overseen by the Scottish Professional Football League (SPFL), including the Scottish Premiership.
This new deal will see Genius Sports continue to distribute data from over 4,000 UK football fixtures per season in both the media and betting sectors.
Opta currently also have a partnership with Football DataCo, and they deal with distributing data to league media teams to use but they don’t delve in the betting market like Genius does.
In 2023, Genius Data saw a 31.1% rise in revenue in their Betting Technology, Content & Services segment which was responsible for over AU$418.8 mil in total revenue.
The sports data and technology business said the deal is still subject to approval from the leagues and their respective clubs.
Whilst the gambling data distribution has moral implications in itself, this deal isn’t all negative for viewers, with Genius also continuing to work hand in hand with Premier League Productions to enhance live broadcasts for fans with a range of interesting analytics that will heighten the overall viewing experience.