Genius Sports, a global leader in sports data and technology, has secured a multi-year agreement with Serie A, Italy’s top-flight football league, to become the exclusive provider of official data and live video streams to sportsbook operators around the world. The partnership spans four seasons, beginning with the 2025-26 campaign and running through 2028-29.
This wide-reaching deal not only includes Serie A’s 20 clubs, but also extends to Italy’s premier cup competitions — the Coppa Italia and Supercoppa Italiana, the latter of which will feature a new four-team format starting next season.
A New Era of Official Data and Media Rights
Under the agreement, Genius Sports will integrate Serie A’s real-time match data and live video feeds into its proprietary BetVision platform, enhancing in-play betting experiences for sportsbooks and their users. The deal also grants Genius media rights, empowering them to develop enhanced content such as broadcast overlays, live match commentary, editorial match previews, and in-depth post-match analysis.
By leveraging official data — verified and sanctioned by the league — the deal aims to preserve competitive integrity, deliver safer betting environments, and secure new revenue streams for clubs.
“Data and technology are reshaping the football ecosystem,” said Luigi De Siervo, CEO of Lega Serie A. “This partnership with Genius ensures that only authenticated data reaches the market, helping to protect our fans, uphold betting integrity, and secure essential financial support for our teams.”
Strategic Market Shift in Betting Rights
The agreement follows Serie A’s competitive tender process for new betting data rights, which closed in June 2025. Genius Sports steps in as the successor to Stats Perform, the previous rights holder from 2021 to 2024.
Serie A had previously seen a 45% uplift in the value of its betting rights during its last deal cycle, and this new agreement is expected to further grow that valuation given the global appetite for verified, real-time data and integrated streaming.
The deal also comes as Genius Sports continues to expand its global portfolio. The company recently:
- Renewed a long-term partnership with the NFL through 2029.
- Signed a major data rights agreement with European Leagues, covering 18 national football competitions.
- Continued its service to elite competitions such as the Premier League, Ligue 1, Liga MX, and the Brazilian and Argentine football federations.
Global Implications
The Genius–Serie A partnership is another strong signal of the convergence between media, sports, and betting technology. With the 2025-26 Serie A season scheduled to kick off on August 23, 2025, and conclude in May 2026, sportsbooks and media partners can expect a transformed fan experience built on real-time engagement, verified content, and expanded international reach.
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