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- Deal covers 8,000 matches across 46 competitions
- Women’s leagues also included
- GeniusIQ is already used in Premier League and NFL
The European Leagues Association, which represents the interests of 18 competitions across the continent, has struck a betting data rights deal with Genius Sports on behalf of its members.
Genius Sports will become the exclusive provider of betting data for 8,000 matches across 46 professional men’s and women’s soccer competitions, allowing its customers to offer a vast range of in-play markets.
The deal covers top-flight competitions from Belgium, Czech Republic, Denmark, Finland, Greece, Israel, Kazakhstan, Latvia, Norway, Portugal, Romania, Serbia, Slovakia, Sweden and Switzerland.
It also covers the men’s and women’s top-flight in the Netherlands and the women’s Frauen Bundesliga in Germany, as well as the country’s third division.
Genius Sports is already the exclusive data provider for the English Premier League and the French Ligue 1. It has also worked with some of the European Leagues Association’s member leagues, such as the Belgian Pro League.
A core component of the deal is the ‘GeniusIQ’ platform which uses artificial intelligence (AI) and computer vision technology to automate the collection of real time data and process it into new forms of insight and visualisations.
Automated in-play betting markets are an obvious use case, but GeniusIQ also unlocks new statistical analysis possibilities that enhance live broadcasts and social content, as well as new creative opportunities.
The platform been used to power real time visual data overlays in the Danish Superliga, semi-automated offside technology (SAOT) and related content in the Premier League, and the inaugural ‘Madden National Football League (NFL) cast’ which recreated a full game in EA Sports video game engine.
“This expanded partnership with the European Leagues significantly enhances the breadth and depth of official, premium data available to our sportsbook partners,” said Steven Burton, chief partnerships officer at Genius Sports.
“More importantly, it reflects a fundamental shift in the rights model, where technology investment resets traditional frameworks and creates a longer runway for future sales and revenue opportunities. By delivering the next-generation, AI-powered solutions that leagues want and need, we’re deepening alignment, strengthening our competitive moat, and accelerating the next wave of technological innovation across European football.”
“As part of the continued evolution of the European Leagues, we are proud to have once again supported our members in their future business and commercial development,” added Alberto Colombo, general secretary of the European Leagues.
“This landmark deal with Genius Sports reflects both the evolution of the sports data market but also the way technology will play an increasingly intertwined role in the way commercial deals come to fruition.”
SportsPro says…
Genius Sports sees GeniusIQ as a clear differentiator when negotiating with potential partners as it continues its fiercely-fought battle for the sports data market.
All the major providers are investing in their tech stack, believing that potential partners are looking for more than just revenue when handing out their exclusive data rights. As digital experiences and data-driven insight become more integral to the fan experience, many leagues are looking for additional capabilities that can help them engage and attract new supporters.
While the European Leagues Association’s membership includes the Dutch Eredivisie and the Liga Portugal, many of its members are relatively small leagues, especially when compared to the ‘big five’.
The organisation’s ability to combine the assets of its members into a single package comprising thousands of matches is hugely valuable given online bookmakers demand for inventory. This is one of the reasons why tennis is so popular within the industry.
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