Genius Sports Secures Partnership With 18 Football Leagues

Genius Sports has signed a multi-year, exclusive data rights agreement with 18 football competitions under the European Leagues Association, significantly expanding its footprint in the European sports betting ecosystem.

The deal grants Genius Sports exclusive rights to collect and distribute live betting data from these leagues to its global network of sportsbook partners. It also includes the deployment of GeniusIQ, the company’s artificial intelligence-powered platform, across participating competitions.

Among the leagues covered are major and mid-tier competitions across Europe, including the Belgian Pro League, Dutch Eredivisie, Danish League, and Greek Super League. Lesser-known leagues such as Kazakhstan’s Football League and Latvia’s Virslīga are also included. Notably, both men’s and women’s leagues—such as Germany’s 3. Liga and Frauen-Bundesliga—are part of the agreement.

Expansion of AI and Data Integration

The use of GeniusIQ signals a broader integration of AI tools into European football. The platform, which is already used by the English Premier League, provides performance analysis, officiating support, and fan engagement tools. Its expansion into new territories reflects a growing trend among football organizations to use data not only for commercial gain but also for sporting operations. Steven Burton, Chief Partnerships Officer at Genius Sports, described the deal as a “fundamental shift” in how football data rights are managed.

“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,” Burton said. “By delivering next-generation, AI-powered solutions that leagues want and need, we’re strengthening our competitive moat and accelerating innovation.” The agreement comes at a time when sports leagues are increasingly leveraging data as a commercial asset. Betting data, in particular, is a lucrative and fast-growing sector, with sportsbooks relying on real-time feeds to drive in-play betting and user engagement.

Alberto Colombo, General Secretary of the European Leagues Association, emphasized the commercial significance of the deal. “This landmark deal with Genius reflects both the evolution of the sports data market and the way technology will play an increasingly intertwined role in commercial deals,” Colombo said. He added that the partnership would support the long-term business development of member competitions.

This reflects a fundamental shift in the rights model.

Strategic Positioning

With this deal, Genius Sports strengthens its position against competitors like Sportradar and Stats Perform in the high-stakes sports data market. Control over exclusive, real-time data streams is a key differentiator for data firms competing to supply legal sportsbooks, particularly in markets with regulated betting such as the U.S. and Europe.

The agreement also illustrates how mid-tier leagues are seeking to modernize their commercial operations through technology partnerships, creating new revenue streams in a digital-first era. For Genius, the move deepens its ties with European football and enhances the value of its global betting data portfolio. For the leagues involved, it represents both a technological upgrade and a financial opportunity—one that reflects broader shifts in the economics of sport.