Genius Sports Secures Exclusive Data Rights with European Leagues

Genius Sports has announced a multi-year agreement with the European Leagues Association (ELA) that will see its GeniusIQ platform deliver exclusive betting data and AI-driven technology across 18 member leagues.

The deal allows Genius Sports to collect, process, and distribute official betting data from over 8,000 matches per season across 46 men’s and women’s competitions. Included in the coverage are prominent leagues such as the Belgian Pro League, Eredivisie, Danish Superliga, Super League Greece, and Liga Portugal.

This agreement positions Genius Sports as the primary conduit for sanctioned betting data across mid-tier and emerging European football markets.

Contextualising the deal as part of a broader shift in how leagues approach commercial growth, General Secretary of the European Leagues, Alberto Colombo, said: “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,” Colombo said.

Emphasising the agreement’s shift in traditional right model, Genius Sports Chief Partnerships Officer, Steven Burton, said: “Technology investment resets traditional frameworks and creates a longer runway for future sales and revenue opportunities.”

The partnership includes the deployment of Genius Sports’ AI-powered tracking and analytics infrastructure within stadiums. Already in use in leagues such as the Premier League and Danish Superliga, GeniusIQ supports applications ranging from real-time performance analytics to officiating assistance and enhanced fan engagement tools.

The move signals a continued blurring of lines between media, betting, and performance data in professional football. With this deal, Genius Sports further establish its position as a key negotiator for federations and bookmakers looking to monetise sports data assets through both traditional and emerging channels.

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