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Genius Sports increases US college athletics support with Mid-American Conference partnership

Genius Sports has entered into an agreement with Mid-American Conference (MAC), with the college athletics organisation set to receive a full suite of sports data and integrity services. 

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MAC, which comprises 12 member colleges competing across 24 sports, is part of the National Collegiate Athletic Association (NCAA) Division 1 Conference. 

Genius Sports, which is already the exclusive sports data partner of the NCAA, has agreed to capture, manage and distribute MAC’s data across all competitions taking place throughout the year. 

The partnership has been forged with the intention of improving fan engagement, with Genius Sports helping to create immersive data overlays for those watching the events. MAC will be included as part of NCAA LiveStats, which is the NCAA’s official tool for the management of its data. 

Dr Jon Steinbrecher, Commissioner, MAC, commented: “After significant discussion with our membership, I am pleased that we have reached an agreement to partner with Genius Sports.  

“This partnership will permit us to exert greater control of our statistics, provide increased oversight over events, through the utilisation of integrity services, and provide support and financial benefits for the Conference and its membership.” 

Genius Sports will also provide a range of free-to-play games, live data platforms and dynamic tools to enhance the betting experience for viewers.  

Furthermore, the data and technology provider will include its robust integrity program, helping MAC to maintain the transparency and fairness of its events. Its technology is used in 150 countries, across 400 sports, and analyses thousands of events every year for suspect betting patterns and corruption. 

Mark Locke, CEO, Genius Sports, said: “Recognising our unique capabilities across data collection, tracking, personalised marketing and more, MAC has embraced our vision of providing college sports fans with immersive and highly engaging experiences. 

“Furthermore, MAC also selected Genius Sports, one of the most established sports integrity providers in the market, to help ensure its competitions, teams and players are protected against the potential threats of betting-related corruption.”

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