Genius Sports Limited (NYSE:GENI) has secured exclusive official betting data rights for a selection of competitions within the European Leagues Association through a new multi-year partnership. As part of this agreement, Genius Sports will also implement its GeniusIQ platform across various European football stadiums.
This collaboration expands Genius Sports’ portfolio of live football content, which already includes partnerships with the Premier League and French Ligue 1, positioning it as a leading provider to the global regulated sports betting market. A central component of the partnership is the deployment of Genius Sports’ GeniusIQ platform. This proprietary, AI-powered system is designed to support innovations in tracking, officiating, team performance, and fan engagement within football. GeniusIQ is currently utilized in leagues such as the Premier League, Belgian Pro League, and Danish Superliga, enabling enhanced fan engagement, improved officiating accuracy, and deeper performance insights. The platform aims to future-proof the commercial value of official football data for all stakeholders, establishing a foundation for long-term strategic collaboration and innovation.
Alberto Colombo, General Secretary of the European Leagues, commented on the deal, stating that it reflects the evolution of the sports data market and the increasing role of technology in commercial agreements. He added that the European Leagues are proud to have supported their members in their future business and commercial development through this landmark agreement.
Steven Burton, Chief Partnerships Officer at Genius Sports, noted that the expanded partnership significantly enhances the official, premium data available to their sportsbook partners. He also highlighted that the agreement signifies a shift in the rights model, where technology investment redefines traditional frameworks and creates new revenue opportunities. Burton emphasized that by delivering AI-powered solutions, Genius Sports is deepening alignment, strengthening its competitive position, and accelerating technological innovation in European football.
European Leagues members included in this agreement are: Belgian Pro League, Ligová Fotbalová Asociace, Danish League, Dutch Eredivisie, Dutch Keuken Kampioen Divisie, Finnish Veikkausliiga, Deutscher Fußball Bund (on behalf of 3. Liga and Google Pixel Frauen-Bundesliga), Greek Super League, Israeli Professional Football League, Kazakhstan Football League, Latvian Virslīga, Norwegian Professional Football League, Liga Portugal, Romanian Professional Football League, Serbian Super Liga, Slovak Niké Liga, Föreningen Svensk Elitfotboll, and Swiss Football League.
The European Leagues Association represents 40 professional football leagues and over 1,170 clubs across 34 European countries. It organizes more than 70 football divisions and 80 domestic competitions annually, playing a role in safeguarding and developing the business and institutional interests of domestic professional football competitions in Europe.
Genius Sports operates as an official data, technology, and broadcast partner for the global sports, betting, and media ecosystem. Its technology is used in over 150 countries, creating products aimed at enhancing fan experiences. The company partners with over 700 sports organizations, including major leagues, teams, sportsbooks, brands, and broadcasters such as the NFL, English Premier League, NCAA, DraftKings, FanDuel, bet365, Coca-Cola, EA Sports, CBS, NBC, and ESPN. Genius Sports leverages AI, computer vision, and big data to power aspects of sports fan experiences, including augmented broadcasts, enhanced highlights, automated officiating tools, betting solutions, and personalized marketing activations, connecting the sports value chain from rights holders to fans.
