European Leagues expands betting data partnerships with market-leading trio
European Leagues, the body which represents European soccer’s top leagues, has extended and expanded its partnership with leading sports data providers Genius Sports, Sportradar and Stats Perform for the supply of information to the betting industry.
The new three-year deals announced today cover 16 leagues, up from eight under the previous agreement signed in 2017.
The initial deal covered the Austrian Bundesliga, Belgian Pro League, Danish Divisionsforeningen, Israeli Professional Football League, Dutch Eredivisie, Norwegian Toppfotball, Swedish Foreningen Elitfotboll and the Swiss Football League.
The eight leagues made available official betting data collection and supply rights to their matches on a non-exclusive basis.
As the leagues’ official betting data partners, the three companies received access to optimal, secure positions in-stadia for the collection of live data, allowing them to offer the best possible services to their betting operator customers.
Under the three-year extension, which came into effect for the 2019-20 seasons (or will for 2020 for leagues that run during the summer) and runs to 2022, Genius Sports, Sportradar and Stats Perform will have access to a further eight leagues in the shape of the Czech Ligova Fotbalova Asociace, Finnish Football League Association, Greek Super League, The Professional Football League of Kazakhstan, Latvian Football Higher League, Liga Portugal, Romanian Liga Profesionista de Fotbal and the Serbian Super Liga.
In launching the sales process in January 2019, European Leagues pointed out that Norway, Sweden and Switzerland would require an arrangement in which they are able to sell the rights for domestic use to the national state gaming company that has a monopoly, and that this might also be the case for Israel.
Jacco Swart, European Leagues' managing director, said today: “I am delighted that we have not only been able to continue the relationship we developed with these companies but that the number of leagues participating in this collective commercial project increased significantly which is the best proof that this approach functions.”
Steven Burton, managing director of Genius Sports, said: “This expanded partnership with the European Leagues outlines our commitment to providing sports with a fair and transparent return from betting on their games. Each of the leagues included in this agreement has control over how their data is collected and distributed, affording vital visibility to safeguard their competitions.”
Genius Sports has similar partnerships in place with England's Premier League, Scotland's Scottish Professional Football League, Italy's Serie A and Germany's Bundesliga.
David Lampitt, managing director sports partnerships for Sportradar, added: “We view cooperation as key to the integrity, growth and sustainability of global sport and we look forward to continuing to work together in an open, transparent and collaborative manner for the benefit of the leagues.”
Alex Rice, chief rights officer of Stats Perform, said: “The transparent and progressive approach taken by European Leagues provides value and security for member leagues and ensures the collection and distribution of high-quality fast data with the utmost integrity, for premium in-play betting experiences."
Last month, North America's Major League Soccer and US Soccer pooled their data rights and struck an exclusive global deal with Stats Perform to provide real-time data to betting operators in the burgeoning US market.