Genius Sports lands partnership with The Football Association of Wales

Genius Sport, a developer of innovative technology that utilises sport data to drive commercial opportunities, has announced it is to partner with the governing body of Welsh football, the Football Association of Wales.

Genius Sports and the Football Association of Wales

Genius Sports is now an official data partner of the Football Association of Wales. © Genius Sports

The agreement will see Genius Sports collect real-time data from a range of Welsh football competitions, including the Welsh Premier League, Orchard Welsh Premier Women’s League, and the JD Welsh Cup. Genius Sports will have non-exclusive worldwide rights to commercialisation of this data within the media and betting industries.

In return, the Football Association of Wales (FAW) hopes to increase the commercial value of the official data it collects and holds. The partnership will ensure that the data collected is accurate and reliable. By utilising Genius Sports’ marketing capabilities, the FAW hopes it can increase revenue and grow the worldwide audience of Welsh football.

Speaking about the deal, Jonathan Ford, Chief Executive of the FAW, said:

It is important that we as an association maximise the full value of the data from our major domestic competitions. To that end we are pleased to have formed this partnership with Genius Sports, which we believe will enable us to achieve this, as well as expand our audience.Jonathan Ford, Welsh Football Association Chief Executive

Genius Sports leading the way in sports data solutions

This recent partnership is just one of a number of partners Genius Sports already work with. The company offers different types of partnerships, from data & technology commercial partnerships, to integrity services which help protect partners from betting-related corruption, such as match-fixing. The Premier League, Bundesliga, and the Football Association of England, are just some of the high-profile clients Genius Sports currently boasts.

Genius Sports administers the collection, distribution and commercialisation of sports data. The firm enable their partners to maximise commercial opportunities, increase fan engagement, improve efficiency, safeguard integrity in sport, and establish new partnerships.

Speaking about the latest partnership, Steven Burton, Managing Director of Genius Sports, said:

When combined with the right technology, official data can drive long-term, quantifiable benefits for rights holders. Our technology is relied upon by the largest leagues and federations in world sport and we are delighted to be working in partnership with the Football Association of Wales to help them to unlock the full value of their data.Steven Burton, Genius Sports Managing Director

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