Genius Sports enters negotiations with Football DataCo

The negotiations will cover extending the partnership, but will need to be approved by the leagues and respective clubs affected or included in the deal.

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Genius Sports has entered into an exclusive period of negotiations with Football DataCo.

This will include discussions over the official betting data partnership and data rights up until 2029.

The two companies first partnered in 2019, when Genius Sports became DataCo’s official and exclusive supplier of data from several football leagues.

This deal included low-latency data from the English Premier League (EPL), English Football League (EFL) and the Scottish Professional Football League (SPFL).

Alongside football, Genius Sports also manages official data, technology and broadcast services for over 400 sports organisations.

These include NASCAR, Liga MX and the National Collegiate Athletic Association (NCAA).

This is partly supported by its long-standing partnership with the International Basketball Federation (FIBA), which was signed in 2004.

The partnership was also recently extended for a further 10 years, with the new deal also covering a new AI-powered player-tracking system.

The two companies have provided over 200 national federations and organisations with solutions for twenty years.

The tracking technology solutions utilised by Genius Sports can then be analysed and converted into specific statistics for players, such as points scored, assisted, chances created and involvements.

Football DataCo will be able to achieve a similar thing for football players on the pitches, as the company was specifically formed in 2001 by professional football leagues in England and Scotland to protect, market and commercialise their official match-related data.

One of the main goals of the business is to manage the collection, management and distribution of the official performance data from games worldwide.

The initial partnership between Genius Sports and Football DataCo was due to run out at the end of the 2024-25 season, but the new deal could extend this to align with the new rights cycle of 2025-2029.

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