Genius Sports Limited (NYSE:GENI) has entered into an exclusive partnership with Lega Serie A, securing rights to capture, distribute, and commercialize official data and low latency betting video streams from Italy’s top football competitions through the 2028/29 season.
This agreement grants Genius Sports exclusive rights to data and premium video from every Serie A, Coppa Italia, and Supercoppa Italiana fixture. Genius Sports will also gain access to Lega Serie A data, including tracking information, for media exploitation, supporting editorial activities such as broadcast augmentation, match reports, news content, and analysis.
Genius Sports and Serie A will collaborate on robust anti-infringement measures to protect and enhance the value of this football data asset, ensuring sportsbooks have secure and uninterrupted access to the content for their customers. This partnership is expected to augment BetVision, Genius Sports’ interactive live betting product first launched with the NFL across major US sportsbooks. BetVision enables bettors to watch live games, interact with stats overlays, customize viewing modes, and place bets within a single interactive player.
Luigi de Siervo, CEO of Lega Serie A, stated that data and technology are transforming football, gaining importance across sport, media, and betting. He highlighted the agreement with Genius Sports as a recognition of their technology, making them the sole authorized distributor of official Lega Serie A data and international streaming rights for betting operators. De Siervo emphasized that the partnership ensures only verified, official data is commercialized, protecting fans, preserving integrity, and defending revenue for clubs. He characterized it as a decisive step in the fight for legality and a call to lawmakers to support league rights and bettor safety.
Mark Locke, CEO of Genius Sports, noted the significance of partnering with Serie A, describing it as one of the most prestigious football leagues globally and a key sport in Europe’s largest sports betting market. He mentioned that with Serie A secured, Genius Sports’ content portfolio includes rights for the NFL, Premier League, and top-flight Italian football. Locke affirmed the company’s position, citing its technology, scale, and execution as core strengths, and indicated that guidance would be updated to reflect this commercial performance.
Genius Sports operates as an official data, technology, and broadcast partner for the global sports, betting, and media ecosystem. Its technology is utilized in over 150 countries, aiming to create immersive products that enhance fan experiences across the sports industry. The company partners with over 700 sports organizations, including 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 fan experiences, delivering augmented broadcasts, enhanced highlights, automated officiating tools, immersive betting solutions, and personalized marketing activations, connecting the entire sports value chain.
Lega Serie A is the premier professional football league in Italy and among Europe’s most competitive leagues, featuring renowned and historic clubs. It organizes the Serie A championship, as well as the Coppa Italia Frecciarossa and the EA SPORTS FC Supercup. Lega Serie A collectively negotiates audiovisual rights at international and domestic levels.
