Under the terms of the new deal, Genius extends its official partnership with the data rights organisation to 2025. It also expands the agreement to cover new areas such as Genius’ data tracking product.
The previous partnership – first established in 2019 – granted Genius the exclusive rights to collect, license and distribute official live betting data from the English Premier League (EPL) to its sportsbook clients. The deal also covers the English Football League (EFL) and Scottish Professional Football League (SPFL).
The new deal, set to expire at the conclusion of the 2024-25 season, will see the business distribute data from over 4,000 UK football fixtures per season. Genius Sports is the official tracking data and analytics partner to the EPL. It has also expanded its partnership to include the EFL Championship and Championship Play-Off matches through its AI-powered Second Spectrum solution. Genius’ tracking systems will be installed at all remaining Championship grounds.
Genius CEO Mark Locke said, “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 sportsbooks around the world. We are delighted to extend our partnership to continue to power innovation and now to expand it to include our suite of AI-powered Second Spectrum Tracking Data technology for the EFL Championship as well as the Premier League.”
Football DataCo general manager Adrian Ford praised Genius and Second Spectrum for providing “first-class data” and innovative solutions for its stakeholders. He added that the technology is constantly improving, enhancing the use of data for improving the presentation of English and Scottish football.
Football DataCo’s decision to grant exclusive access to its data rights to Genius has been criticized in the past for being anti-competitive. In 2020, Sportradar initiated legal proceedings against Genius and Football DataCo, claiming a violation of UK and European Union Competition Law. The dispute was resolved in 2022 through an out of court settlement, which allowed Sportradar to obtain sublicense access to a delayed secondary feed.
