Genius Sports and Football DataCo extend exclusive data deal through to 2029
New York-listed supplier to introduce official player market data from 2025-26 season to bolster operator partners’ bet builder capabilities across UK football markets
Genius Sports has extended its exclusive official data partnership with Football DataCo through to 2029 to strengthen its position as a key UK football stakeholder.
The supplier giant will retain its exclusive right to collect, license and distribute official live betting data to global sportsbooks.
Genius Sport has served as Football DataCo’s exclusive data partner for the Premier League, English Football League (EFL) and Scottish Professional Football League since 2019.
The expansion of the deal, which will take the pair’s relationship to a decade in length, will see Genius Sports continue to distribute data from more than 4,000 games per season.
In addition, from the 2025-26 season, Genius Sports will also provide sports betting partners with official player market data on an exclusive basis.
In turn, that data is set to be used to support a “wide range of pre-game and in-play betting opportunities such as number of shots on target, assists, pass completions and more that are indispensable to offering high-margin bet builder products”.
Away from betting, Genius Sports has also expanded its partnership with the English Premier League and EFL in its role as Football DataCo’s official tracking data partner.
The firm will provide all 44 clubs in the top two tiers of English football with its computer vision and AI-powered tech to help “enhance performance levels”.
In addition, Genius Sports will work with Premier League Productions to continue to deliver the ‘Data Zone’, a data-first broadcast featuring statistical overlays and real-time insights.
The supplier also partnered with the EFL last month in a separate deal to launch the first ever free-to-play fantasy football game for the Championship, League One and League Two.
Genius Sports secured a renegotiation period with Football DataCo in March, with the existing deal set to run until the end of the 2024-25 season.
The new rights cycle will kick in from the start of the 2025-26 season and run through until the end of the 2028-29 campaign.
Mark Locke, Genius Sports CEO, said the renewal would act as a catalyst for further growth for the New York-listed business.
He said: “Over the last five years, our official data and technology partnership with Football DataCo has been transformational to the growth of Genius Sports.
“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.”
Adrian Ford, Football DataCo general manager, said: “Genius Sports has been an exceptional partner to UK football over the past five years, delivering innovative real-time betting experiences for sportsbooks, robust sports integrity services, and high-quality player tracking data and solutions for teams.
“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.”