Genius Sports made an agreement for betting data rights with multiple football leagues under the European Leagues Association. For several years, Genius Sports will control the collection and sale of betting data from each league. Its international sportsbook network will get access to this data. Genius plans to use its GeniusIQ AI system in football leagues in Europe. This system is already active in leagues such as the Premier League in England and has tools for performance, referees, and fan interaction.

A total of 18 leagues will be under this deal between Genius and the European Leagues Association. Some of these are Belgium’s Pro League, the Czech Ligová Fotbalová Asociace, Denmark’s League, the Dutch Eredivisie, and the Dutch Keuken Kampioen Divisie. More included leagues are Finland’s Veikkausliiga, Germany’s 3. Liga and Frauen-Bundesliga, Greece’s Super League, Israel’s Professional Football League, Kazakhstan’s league, and Latvia’s Virslīga.

In addition to those, Genius will now manage data for Norway’s Professional Football League, Portugal’s Liga, Romania’s Professional Football League, Serbia’s Super Liga, and Slovakia’s Niké Liga. Two more leagues are Sweden’s Föreningen Svensk Elitfotboll and Switzerland’s Football League.

Genius: Rights Model Is Changing

Chief partnerships officer Steven Burton from Genius believes the deal raises the quality and range of top-level data for betting companies. In Steven Burton’s view, this change in the business model for rights comes from investing in new technology that changes long-term business planning and revenue strategies. He says that by giving leagues AI-based solutions, Genius Sports is working closely with them, securing their place in the market, and moving forward with new technology for football in Europe.

European Leagues Association’s General Secretary Alberto Colombo had his own comments on the deal. According to Colombo, this partnership will help with business and money plans for every competition in the group. Alberto Colombo says the agreement with Genius shows how the sports data industry is changing and how technology is now key in business deals for sports.