Genius Sports wins betting data distribution rights to English and Scottish leagues
By Euan Cunningham
Genius Sports, the UK-based sports data technology company, has entered into a multi-year partnership with Football DataCo, the UK company that is jointly owned by English soccer’s top-tier Premier League, second-tier Football League, and Scotland's Scottish Professional Football League, and that holds the data rights to all these leagues, to be the leagues' official and exclusive data supplier to the betting sector.
Having won a competitive tender, Genius will distribute the data gathered by FDC to hundreds of licensed sports betting companies worldwide from the start of the 2019-20 season. These distribution rights have been held by Perform, the international digital content and sport media group, since 2013.
Betgenius, Genius' sports betting division, will capture live data from over 4,000 fixtures throughout the season, and immediately relay this information to betting and gaming companies worldwide in under a second.
Perform initially obtained the rights after acquiring Opta, the official data collection and distribution partner of FDC, in 2013, and was awarded a new three-year contract in 2016.
Genius claims that the new betting-oriented partnership will create the most accurate and fastest data source for in-play betting products, and for sports betting operators around the world.
Mark Locke, chief executive of Genius Sports Group, said: “Being selected by Football DataCo as their exclusive official data partner is transformational for our organisation…. The use of secure, UK football league sanctioned data signals the increased maturity of the industry and recognises the value and protections that this official data feed provides.”
FDC and Genius first started working together in 2014, when the former launched its first integrity monitoring provision. This partnership was renewed in 2017.Perform, Genius and FDC had also entered into a three-way integrity partnership in November 2017, in which Genius and Perform agreed to develop a network to monitor the betting patterns on all matches from English soccer’s Premier League, FA Cup and EFL Cup, as well as from the Scottish Professional Football League and the Scottish Cup.
Last summer, Genius was taken over by funds advised by US private equity firm Apax Partners, in a decision apparently influenced by the relaxation of sports betting laws in USA.
Other Genius sports partners include North America's National Basketball Association, German soccer's Bundesliga, and FIBA, the international basketball federation.