Serie A Partners With Genius Sports for Betting Data Distribution

Genius Sports has locked up a deal with another top European soccer league. The London-based company has partnered with Serie A to deliver official data and streams to sportsbook partners for betting purposes via its BetVision platform. The deal, which was announced Monday, also includes data and streams from Coppa Italia and Supercoppa Italiana games, and it runs through the next four seasons.

In addition, Serie A media rights are part of the deal with Genius Sports; this allows for editorial activities such as broadcast augmentation, match reports, news content and analysis.

Genius (NYSE: GENI) already boasts a portfolio that includes distribution of betting data for sportsbooks from several of the biggest soccer leagues in Europe, including England’s Premier League, the most-wagered-on sports league in the world, and France’s Ligue 1. Genius also calls Liga MX, the Argentina Football Association and the Brazilian Football Confederation partners.

This Serie A deal follows a recent announcement of Genius’ extension and expansion to their NFL partnership that distributes exclusive play-by-play and gambling data to global sportsbooks in June. In exchange, the NFL received Genius stock worth $94 million. The NFL effectively owns nearly 8.7% of Genius Sports, making it the largest shareholder in the business, based on publicly disclosed shareholder information. The NFL’s total stake, including both vested and unvested warrants, is worth more than $235 million, as of June.

Genius also recently expanded its partnership with the NCAA to sell data from championship events, such as the men’s and women’s March Madness basketball tournaments, to sportsbooks in the U.S. That deal, which runs through 2032, is significant because the NCAA has long been wary of gambling, largely choosing to stay on the sidelines when it comes to commercial partnerships.