Genius Sports has strengthened its official data partnership with Svensk Elitfotboll (SEF), the governing body for Sweden’s top two soccer divisions, to include official, low-latency video that will power its award-winning BetVision product.
Through its exclusive partnership with the European Leagues, Genius Sports holds the rights to capture and commercialise official data from the Allsvenskan and Superettan competitions, with licensed sportsbooks globally. Now, through its expanded partnership with the SEF, Genius Sports will also gain access to low-latency video content.
BetVision transforms live betting by combining live streams with integrated betslips, rich, AI-powered player stats, and micro markets – all within a single interactive experience that is proven to increase average stake size, time-in-stream and player retention.
BetVision features content from Serie A, Ligue 1, Brasiliero Série A, Dutch Eredivisie, Turkish Süper Lig, UEFA Champions League qualifiers and dozens more leading football competitions.
The 2026 Allsvenskan season kicks off on Saturday 4 April and runs till November, providing sportsbooks with valuable content throughout the summer alongside the upcoming World Cup.
This partnership ensures that Swedish football content is integrated into the world’s largest sportsbooks, maximising the commercial footprint of the league.
“Our partnership with Swedish football is an important addition to our premium European football offering while helping to connect their competitions with new audiences worldwide,” said Steven Burton, Chief Partnerships Officer at Genius Sports. “The ability to combine highly accurate official data with live video streaming within BetVision creates an unparalleled value proposition for our global sportsbook network.”
The partnership follows a comprehensive strategic review of SEF’s international data and video rights, carried out in collaboration with its advisor, Commercial Sports Media.
“Securing a partner that can manage both our data and betting video streaming rights with such technical expertise is vital for our future growth,” said Henrik Berggren, General Secretary of SEF. “This partnership with Genius Sports provides the long-term stability and global reach we have been seeking. Their investment in our league is a clear signal of the rising prestige of Swedish football, and we look forward to a successful collaboration that brings our game to new audiences worldwide.”
