Genius Sports has extended its exclusive live betting data partnership with UK football rights holder Football DataCo to 2029, in a deal that will provide Genius with new pre-game and in-play player markets from the 2025-26 season.
Football DataCo covers the English Football League (EFL), containing the Championship, League One and League Two, as well as all leagues overseen by the Scottish Professional Football League (SPFL), including the Scottish Premiership.
In its renewed deal, Genius Sports will provide its sportsbook partners with data on number of shots on target, assists and pass completions, to bolster their in-play betting offerings.
Genius Sports has been Football DataCo’s official data partner since 2019 and has distributed live data for over 4,000 games per season since.
Genius develops deeper ties with football infrastructure
It has also expanded its technology partnership with the Premier League and EFL, through which it provides both Premier League and EFL Champions..