Genius Sports has secured the exclusive official betting data rights for a select group of competitions within the European Leagues Association. As part of this multi-year partnership, Genius Sports will also deploy its GeniusIQ platform across European football.
Genius Sports is the leading provider of live football content to the global regulated sports betting market, with the European Leagues now joining a top-tier content portfolio that includes the Premier League and French Ligue 1.
Genius Sports will deploy its groundbreaking GeniusIQ platform and tracking technology across European football, delivering a transformative suite of tools for performance, officiating, and fan engagement.
This proprietary, AI-powered system underpins a suite of innovations across tracking, officiating, team performance, and fan engagement. Already used across the Premier League, Belgian Pro League, and Danish Superliga, GeniusIQ enables leagues and teams to deepen fan engagement, improve officiating accuracy, and unlock performance insights.
GeniusIQ is designed to future-proof the commercial value of official football data for all stakeholders, and this partnership now establishes a strong foundation for long-term strategic collaboration and innovation.
The European Leagues Association, through 18 of its member leagues, is represented in this partnership, which covers over 8,000 matches across 46 professional football competitions in Europe (including both men’s and women’s competitions).
Alberto Colombo, General Secretary of the European Leagues, said: “As part of the continued evolution of the European Leagues, we are proud to have once again supported our members in their future business and commercial development. This landmark deal with Genius Sports 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.”
European Leagues’ Members included in the agreement:
- Belgian Pro League;
- Ligová Fotbalová Asociace;
- Danish League;
- Dutch Eredivisie;
- Dutch Keuken Kampioen Divisie;
- Finnish Veikkausliiga;
- Deutscher Fußball Bund (on behalf of 3. Liga and Google Pixel Frauen-Bundesliga);
- Greek Super League;
- Israeli Professional Football League;
- Kazakhstan Football League;
- Latvian Virslīga;
- Norwegian Professional Football League;
- Liga Portugal;
- Romanian Professional Football League;
- Serbian Super Liga;
- Slovak Niké Liga;
- Föreningen Svensk Elitfotboll;
- Swiss Football League.
Steven Burton, Chief Partnerships Officer at Genius Sports, added: “This expanded partnership with the European Leagues significantly enhances the breadth and depth of official, premium data available to our sportsbook partners. More importantly, 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. By delivering the next-generation, AI-powered solutions that leagues want and need, we’re deepening alignment, strengthening our competitive moat, and accelerating the next wave of technological innovation across European football.”
The agreement marks another step forward in the transformation of data rights, fueled by next-gen tech.
