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- Deal also includes Coppa Italia
- Serie A to be integrated into BetVision
- Genius Sports has also agreed deal with European Leagues Assocation
Genius Sports has secured exclusive global data and ultra-low latency betting video streaming rights for Serie A, Coppa Italia, and Supercoppa Italiana until the end of the 2028/29 campaign.
The agreement covers every single game from the three Italian soccer competitions, meaning bookmakers will have to partner with Genius in order to provide customers with a greater variety of in-play markets, or to add live streaming to their platforms.
Meanwhile, Genius Sports will use Serie A’s data to create new statistical-based insights, visualisations and editorial content, enhancing the league’s broadcast and digital output as it seeks to engage and grow its international and domestic fanbases
Serie A will also be integrated into Genius Sports’ BetVision interactive live betting product which combines live streams with customised viewing models, in-play market information, and real-time statistical overlays.
BetVision is already used by the National Football League (NFL), helping bookmakers to drive activity during live games.
“Data and technology are transforming football, with growing importance across sport, media, and betting,” said Luigi De Siervo, Serie A chief executive. “That’s why we’re proud to announce a landmark agreement with Genius Sports who, in recognition of their visionary technology, will now become the sole authorised distributor of official Lega Serie A data and international streaming rights for betting operators through the 2028/29 season.”
“We’re proud to announce our partnership with Serie A, one of the most prestigious football leagues in the world, and the most important sport in the largest sports betting market in Europe,” added Mark Locke, chief executive of Genius Sports. “With Serie A now secured, Genius Sports commands the most valuable rights portfolio in global sports betting — spanning the NFL, Premier League, and top-flight Italian football. We are not riding momentum; we’re driving it. Our technology, scale, and execution are unmatched. Guidance will be updated to reflect this positive commercial performance.”
Genius Sports recently agreed a deal with European Leagues Association, adding more than 8,000 matches from 46 men’s and women’s soccer competitions to its portfolio. In addition to the NFL and Premier League, Genius Sports also works with French soccer’s Ligue 1.
SportsPro says…
While peak of the sports data rights boom may have long since passed, they remain a considerable source of commercial revenue for leagues, which also benefit from the analytical capabilities and creative output of their respective partners.
Technology is rapidly becoming an important differentiator for the major data providers, all of whom want to secure as many exclusive rights as possible and ensure that bookmakers have to partner with them in order to offer the greatest array of markets. Genius Sports’ GeniusIQ, Second Spectrum and Betvision are all examples of this.
For Serie A, the partnership is also the latest evolution of its broadcast strategy, with the league hoping wide distribution among bookmakers – and more interactive betting options – will drive engagement as well as increase the value of its data rights.
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