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Genius Sports has signed a new multi-year deal that will give it exclusive access to betting data from several domestic football competitions across Europe. The agreement, made with the European Leagues Association, deepens Genius’s role in global football data and extends its reach to a wide network of sportsbooks.
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Genius Sports will now handle the collection and distribution of official betting data for multiple domestic leagues, expanding the company’s presence in European football and adding more depth to its sportsbook offerings worldwide.
The new partnership doesn’t just focus on data access—it also introduces GeniusIQ, the company’s AI-driven platform, to more leagues. GeniusIQ provides real-time analytics, officiating tools, and fan engagement products. It’s already been integrated into competitions like the English Premier League.
The deal covers leagues from 18 countries, including:
By gaining official rights to collect and distribute data from these leagues, Genius strengthens its product offering for sportsbook operators and opens up more long-term revenue potential.
Chief Partnerships Officer Steven Burton described the move as a shift in how rights partnerships are structured. “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,” he said.
He added that delivering AI-based solutions positions Genius to support leagues more directly. “We’re deepening alignment, strengthening our competitive moat, and accelerating the next wave of technological innovation across European football.”
Alberto Colombo, General Secretary of the European Leagues Association, also supported the new deal. “This landmark deal with Genius 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,” he said.