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- Opta will collect live data for major tournaments
- Stats Perform’s RunningBall team to handle distribution
- Deal also includes live matches from Fifa+
Fifa has appointed Stats Perform as its first-ever official betting data and betting streaming rights distributor, hoping the deal will unlock a new revenue stream ahead of the 2026 Fifa World Cup.
The ‘multi-year’ agreement grants Stats Perform the exclusive rights to distribute live data and video feeds to major international soccer competitions until 2029, including the Fifa Women’s World Cup in Brazil in 2027.
Data will be collected by Stats Perform’s Opta division and used to power in-play markets during these competitions, as well as other digital features such as live match trackers. The company will also provide betting integrity services and be able to distribute thousands of matches currently available on the Fifa+ direct-to-consumer (DTC) streaming service.
“We are delighted to partner with Stats Perform, a global leader in sports data,” said Romy Gai, Fifa chief business officer. “This innovative partnership will create great opportunities to deliver official products for the benefit of the game and its fans.”
“Fifa competitions represent the pinnacle of the world’s biggest game,” added Carl Mergele, chief executive at Stats Perform. “Our clients will be delighted we’re able to add Fifa competitions to our Opta and RunningBall official betting data portfolio, and our innovative, AI-enriched Bet LiveStreams service. We share Fifa’s vision to help the magic of the beautiful game be felt more deeply, by more fans, worldwide.”
The deal builds on a recent deal signed by Fifa with TikTok which gives partner broadcasters such as the BBC and ITV the ability to live stream matches on the platform. World soccer’s governing body is also revamping Fifa+ with the support of DAZN and is preparing to launch its first official video game since splitting with EA Sports in 2023.
SportsPro says…
Fifa has spent the past few years revamping its digital portfolio, seeking to expand its audience, deepen its relationship with fans, and increase revenues. The launch of Fifa+, a new mobile app, social media tie-ups and a more diversified gaming strategy are all products of this approach – even if the split with EA Sports was a misstep.
This deal with Stats Perform will allow it to more effectively monetise its data, taking advantage of growing demand from bookmakers for real-time information that allows them to offer more markets and keep fans on their platforms for as long as possible.
Live streaming and in-play betting will do just that, especially in the booming US market where the majority of 2026 World Cup matches will take place. Wider availability of youth competitions on betting sites will also help drive activity.
While some might question the optics of closer ties between Fifa and the betting industry, it has emphatically embraced other controversial practices such as dynamic ticket pricing. Meanwhile, most other major sporting properties have some sort of exclusive data rights deal.
By striking this deal, Stats Perform becomes an invaluable partner for any bookmaker seeking to profit from the World Cup – especially when it comes to prediction markets that rely on accurate, real-time data.
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