Serie A enters a new digital era. Genius Sports, the global sports data giant, has just signed an exclusive agreement with Lega Serie A, granting it the rights to distribute official data and live video streams for all major Italian competitions until 2029.
A turning point for Genius Sports
In early August 2025, an agreement reshuffled the deck for Italian football and the sports betting sector. Genius Sports, a global player in sports data, entered into an exclusive partnership with Lega Serie A. The purpose of this agreement is to collect, distribute and market official data and low-latency video streams for all Serie A matches, as well as Coppa Italia and Supercoppa Italiana matches, until the 2028/29 season.
Genius Sports becomes the sole authorised provider of this content worldwide, outside Italy. This is a significant step forward for the world of sports betting, media and professional clubs.
Cutting-edge technology at the service of sports content
The agreement demonstrates Genius Sports’ ability to combine data and high-quality video. Using its pitch-side technologies, the company captures information in real time: ball position, player movements, statistics, etc. It then sends this information in real time to licensed betting operators.
In addition, it provides access to tracking data, which is used to enrich media content: graphics on broadcasts, analyses, articles, factual information, etc. This editorial use makes the data valuable not only for betting, but for all players in the sports ecosystem.
Live betting, viewing and analysis in a single interface
Beyond data, Genius Sports offers a comprehensive experience with BetVision, its live betting platform. It allows users to stream the match, display statistics as an overlay, customise the display and place bets, all at the same time.
The arrival of Serie A in this digital environment marks a turning point for European football fans: for the first time, matches from one of the most prestigious leagues can be enjoyed as an interactive experience, bringing together media, data and betting in a single, seamless platform.
Enhanced protection of rights
This agreement is not limited to distribution; it also includes legal and security aspects. Serie A and Genius Sports have implemented enhanced anti-piracy measures to ensure the exclusive use of official data. Unauthorised collection, such as video streaming espionage or the use of unauthorised data, will be combated and prohibited.
According to the Lega, this protection guarantees the integrity of competitions, the safety of bettors and respect for club revenues. It also sends a message to legislators: only regulated and legitimate channels should be able to monetise this data.
A strategic move
This conclusion comes shortly after another major milestone: Genius Sports has signed a major partnership with the European Leagues Association, covering more than 8,000 matches from 46 European competitions. This deal extends its influence in continental football and makes Genius a preferred data provider for many national leagues.
The contract with Serie A is part of this strategy: to consolidate Genius’ position at the forefront of sport, media and betting. Beyond technological conquest, this is a powerful commercial deployment aimed at international betting operators and the general public.
What does this mean in practical terms?
- For regulated sports betting operators, the agreement means access to a single, reliable and fast source of official content. Gone are the risks associated with unauthorised feeds or feeds of uncertain quality.
- For federations, clubs and legislators, it is a guarantee of revenue commensurate with the use of their content, protected by effective measures.
- For fans and media, it means a more immersive, richer experience, thanks to visuals and analyses derived from official data.
- For Genius Sports, it is confirmation that it is now one of the few global platforms capable of combining technology, content and legality on a large scale.
This agreement, signed in early August 2025 with Lega Serie A, is more than just a commercial contract: it is a statement of power for Genius Sports. As the master of its data flows, the guarantor of their rights and the strategist of the modern betting experience, the company is consolidating its role at the heart of global football.