Genius Sports is strengthening its foothold in football with an exclusive multi-year agreement in Italy.
Genius Sports has become the exclusive provider of data and betting video streaming for Lega Serie A, Italy’s top-tier football competition.
The agreement grants Genius Sports exclusive rights to every Serie A, Coppa Italia and Supercoppa Italiana fixture. It will deliver data and video to its global network of sportsbook partners until the end of the 2028-29 season.
Genius Sports will also gain access to Serie A data including tracking, for media exploitation. This will support a range of editorial activities including broadcast augmentation as well as match reports and analysis.
The Serie A content will bolster Genius Sport’s BetVision in-play service. This enables bettors to watch live games and interact with stats overlays.
Stats Perform was previously Serie A’s betting data and low latency betting video stream partner. It held the rights between 2021 and 2024.
The parties originally announced an extension to that deal, but it eventually collapsed, triggering an ongoing legal battle. In a first ruling in March, according to Sport Business, the Court of Milan rejected the appeal presented by Serie A to obtain the immediate execution of the rights licence and services contract. The wider case for breach of contract continues.
Luigi de Siervo, chief executive of Lega Serie A, said: “Data and technology are transforming football, with growing importance across sport, media and betting. That’s why we’re proud to announce a landmark agreement with Genius Sports who, in recognition of their visionary technology, will now become the sole authorised distributor of official Lega Serie A data and international streaming rights for betting operators through the 2028-29 season.
“In this rapidly evolving market, this partnership ensures only verified, official data is commercialised – protecting fans, preserving integrity and defending vital revenue for clubs. It’s a decisive step in our fight for legality and a call to lawmakers to support the rights of leagues and the safety of bettors.”
Genius Sports prevailed after Serie A opened a tender process covering betting streaming and data rights in mid-June 2025. Five packages were offered, including international and Italian sports betting packages, plus a sports betting tracking data package.
Mark Locke, chief executive of Genius Sports, said: “We’re proud to announce our partnership with Serie A, one of the most prestigious football leagues in the world, and the most important sport in the largest sports betting market in Europe.
“With Serie A now secured, Genius Sports commands the most valuable rights portfolio in global sports betting – spanning the NFL, Premier League and top-flight Italian football. We are not riding momentum; we’re driving it. Our technology, scale and execution are unmatched. Guidance will be updated to reflect this positive commercial performance.”
The deal comes just days after Genius entered a data rights agreement with 18 competitions within football’s European Leagues Association. These include the Belgian Pro League, Czech’s Ligová Fotbalová Asociace, the Danish League, Dutch Eredivisie and Dutch Keuken Kampioen Divisie.
Genius Sports is partner to over 700 sports organisations, including the NFL, English Premier League, NCAA, DraftKings and FanDuel.
