Genius Sports, a company that powers the global sports, betting and media ecosystem with data, tech, and broadcasting solutions, has unveiled a major agreement with the European Leagues Association, an organization that ties 40 leading professional soccer leagues together.
Genius Sports Expands Its Soccer Footprint
According to Genius Sports’ announcement, it has now secured the exclusive official betting data rights for several competitions under the association’s umbrella. These include the following:
- Belgian Pro League
- Ligová Fotbalová Asociace
- Danish League
- Dutch Eredivisie
- Dutch Keuken Kampioen Divisie
- Finnish Veikkausliiga
- Deutscher Fußball Bund (on behalf of 3. Liga and Google Pixel Frauen-Bundesliga)
- Greek Super League
- Israeli Professional Football League
- Kazakhstan Football League
- Latvian Virslīga
- Norwegian Professional Football League
- Liga Portugal
- Romanian Professional Football League
- Serbian Super Liga
- Slovak Niké Liga
- Föreningen Svensk Elitfotboll
- Swiss Football League
- About the European Leagues
In addition to securing betting data rights for the listed leagues, Genius Sports will also get to deploy its cutting-edge GeniusIQ platform across soccer stadiums in Europe. Powered by artificial intelligence, the GeniusIQ system underpins a suite of innovations across tracking, officiating, team performance, and fan engagement.
GeniusIQ has already been adopted by several top-tier soccer leagues in Europe, including the Premier League, Belgian Pro League, and Danish Superliga. The platform has furthermore proven to drive engagement, improve officiating accuracy, and unlock important performance insights.
In its release, Genius Sports celebrated the platform as “future-proof,” saying that it has been designed to unlock the full commercial value of official soccer data.
Unlocking Value for Sportsbooks
Steven Burton, Genius Sports’ chief partnerships officer, was very pleased with the agreement with the European Leagues Association, saying that it will unlock significant value for his company’s client sportsbooks.
Burton elaborated that the agreement underscores a “fundamental shift” in the rights model as cutting-edge technology continues to excel and overtake traditional frameworks.
By delivering the next-generation, AI-powered solutions that leagues want and need, we’re deepening alignment, strengthening our competitive moat, and accelerating the next wave of technological innovation across European football.
Steven Burton, CPO, Genius Sports
Alberto Colombo, the general secretary of the European Leagues, was likewise pleased with the agreement, saying that it aligns with the continued evolution of the association and soccer as a whole.
This landmark deal with Genius Sports reflects both the evolution of the sports data market but also the way technology will play an increasingly intertwined role in the way commercial deals come to fruition.
Alberto Colombo, general secretary, European Leagues
Genius Sports Penned Deal with NFL
The multi-year agreement with the European Leagues Association comes not long after Genius Sports renewed and expanded its longtime collaboration with the National Football League in the United States. As part of that agreement, the provider retained exclusive rights to distribute NFL real-time data to sportsbooks and media outlets worldwide.
When the NFL deal was announced, Genius Sports leaders once again reiterated their trust in a tech-powered future for sports entertainment.