Genius Sports has won the rights to become the global betting data supplier of the English Premier League, English Football League and the Scottish Professional Football League (SPFL) from the start of the 2019-20 season.

Gambling Insider understands the agreement involves a minimum guarantee plus revenue share, and Genius Sports beat off competition from multiple suppliers to take the rights for five seasons, up until the end of the 2023-24 season.

Perform Group has held the rights in the last two cycles, from 2013-14 to 2015-16 and from 2016-17 to 2018-19, with its Opta and RunningBall services operating as media and betting data partners.

Gambling Insider has reached out to Perform for comment.

The rights were sold by Football DataCo, a joint venture between the Premier League and Football League, which can also sell intellectual properties for the SPFL through an agency agreement.

Mark Locke, Genius Sports Group CEO, said: “The use of secure, UK football league sanctioned data signals the increased maturity of the industry and recognises the value and protections that this official data feed provides."

This is arguably Genius Sports' most significant achievement since it was founded in 2015, following the merger of SportingPulse and Betgenius.

Genius Sports holds non-exclusive rights to sell NBA betting data in the US with Sportradar, and has a 10-year agreement in place with the NCAA.