Genius Sports will begin distributing player market data to fuel a new suite of betting products from next season, as part of an extension to its partnership with Football DataCo.
The new terms of the official data partnership run to the end of the 2028-29 season, with the new datasets being incorporated from the 2025-26 campaign.
The player market data will power a range of pre-game and in-play betting opportunities such as shots of target, assists, pass completions and more.
Genius Sports has been Football DataCo’s supplier of official data from in-stadia to the sports betting industry since 2019. The company captures and distributes live data for over 4,000 football games per season to hundreds of licensed sportsbooks.
The partnership with Football DataCo has been “transformational” to Genius Sports’ growth in the past five years, CEO Mark Locke said, adding the renewal “underpins our continued business expansion and fuels the trajectory of our medium-term financial outlook.”
“Going forward, we expect the partnership to act as a flywheel to drive further innovation and value for our sportsbook partners,” Locke said.
Football DataCo’s general manager, Adrian Ford, said: “We look forward to continuing to expand the relationship with a new rights term from the start of the 2025-26 season and maintaining the highest quality of data to connect millions of fans globally with our competitions.”
Genius Sports has also expanded its technology partnership with the Premier League and English Football League.
The sports technology provider began negotiating the renewal of its partnership with Football DataCo in March this year.
