English soccer’s top-tier Premier League (EPL) has unveiled sports technology and data company Genius Sports as its supplier of semi-automated officiating services.
Through a deal announced today, Genius is set to power the semi-automated offside technology that the EPL will use for the first time in 2024-25. This will be done through the GeniusIQ AI and data platform.
Semi-automated offside technology has already been used across multiple other top-tier leagues and competitions, including the pan-European UEFA Champions League, the FIFA World Cup in 2022, and the recent UEFA European Championship.
The system will be installed in every EPL stadium, with the level of data collection “enabling an incredible level of precision in every offside decision,” Genius has said.
This adds to the existing tie-up between the EPL and Genius, in which the firm is the league’s long-term optical tracking partner. Genius also powers the Premier League Data Zone, an option available through the Premier League Productions overseas broadcast arm of the EPL.
The 20 EPL clubs voted through semi-automated offside technology at a meeting in April. The technology, as a whole, was first trialled in soccer in 2021.
It will accompany the Video Assistant Referee (VAR) system already in place in the English top tier, which is not universally popular amongst clubs and supporters after first being brought in five years ago.
The AI-powered GeniusIQ platform was launched by the company last week.
Tony Scholes, chief football officer at the Premier League, said: “We are confident that by using the newest and most accurate technology available we will see the time taken for offside decisions reduced significantly alongside a consistent application of the offside lines.
“The experience for all participants including supporters will also be enhanced through quicker communication and clearer imagery around offside decisions.”
Mark Locke, Genius Sports’ chief executive, added: “This is a seismic moment for our business, as we bring our unique AI and data platform GeniusIQ to the world’s most watched league. This partnership builds on our track-record of delivering game-changing technology for the world’s biggest leagues.”
This month has also seen Genius finalize the renewal of its exclusive data partnership with the UK’s Football DataCo (FDC).
FDC, jointly owned by English soccer’s top-tier Premier League, second-tier English Football League (EFL), and the Scottish Professional Football League (SPFL), has awarded official betting rights for those competitions to Genius across the 2025-29 cycle.
Genius will continue to collect, license, and distribute official live betting data for another four seasons.
The 2024-25 Premier League starts on Friday (August 16) as Manchester United take on Fulham in the opening game.
