Genius Sports Secures Exclusive Betting Data Rights and GeniusIQ Deal with European Leagues

Genius Sports Limited has entered into a multi-year agreement with the European Leagues Association, securing exclusive official betting data rights for a group of member competitions, the company announced on 1 August 2025.

The deal, struck through 18 of the association’s member leagues, spans more than 8,000 matches across 46 professional football competitions in Europe, encompassing both men’s and women’s football. Under the arrangement, Genius Sports will capture and distribute official betting data from these competitions to its global network of regulated sportsbooks.

The agreement adds the European Leagues to a content portfolio that already includes the Premier League and France’s Ligue 1, reinforcing Genius Sports’ position as a major supplier of live football data to the regulated betting market.

GeniusIQ rollout

Alongside the data rights, Genius Sports will deploy its GeniusIQ platform in stadiums across the participating leagues. The AI-powered system, which uses tracking technology, is intended to support tools for officiating, team performance analysis and fan engagement. It is already in use at the Premier League, Belgian Pro League and Danish Superliga.

Member leagues included in the agreement span countries such as Belgium, Denmark, the Netherlands, Germany, Greece, Israel, Kazakhstan, Latvia, Norway, Portugal, Romania, Serbia, Slovakia, Sweden and Switzerland, among others.

Industry comment

Alberto Colombo, General Secretary of the European Leagues, said the agreement reflected the evolution of the sports data market and the growing role of technology in shaping commercial deals for member leagues.

Steven Burton, Chief Partnerships Officer at Genius Sports, said the expanded partnership broadened the premium official data available to the company’s sportsbook partners. He said the deal illustrated a shift in the rights model, in which investment in technology is reshaping traditional frameworks and creating longer-term opportunities for future data sales and revenue.

The European Leagues Association represents 40 professional football leagues across 34 countries, covering more than 1,170 clubs and over 80 domestic competitions each season.