Genius partners with Swedish football ahead of blockbuster summer

Genius Sports has expanded its official data partnership with Svensk Elitfotboll (SEF), the governing body of Sweden’s top two football divisions, to include official low-latency video streaming for its BetVision platform.

Through its exclusive agreement with European Leagues, Genius already holds the rights to capture and commercialise official data from Sweden’s top competitions, Allsvenskan and Superettan, distributing it to licensed sportsbooks worldwide. 

The expanded agreement will now also grant access to low-latency video content from the leagues.

The video feed will power the London-based company’s BetVision product, which integrates live match streams with in-play betting markets, AI-driven player statistics and interactive bet slips within a single interface.

According to Genius, the platform is designed to boost sportsbook engagement by increasing average stake sizes, time spent watching streams and player retention.

BetVision already features content from major competitions including Serie A, Ligue 1, Brasileiro Série A, Eredivisie, Süper Lig and UEFA Champions League qualifiers.

The 2026 Allsvenskan season is set to begin on 4 April and run through November, providing sportsbooks with football content during the summer alongside the upcoming 2026 FIFA World Cup in North America. 

“Securing a partner that can manage both our data and betting video streaming rights with such technical expertise is vital for our future growth,” said Henrik Berggren, General Secretary of SEF. 

“This partnership with Genius Sports provides the long-term stability and global reach we have been seeking. 

“Their investment in our league is a clear signal of the rising prestige of Swedish football, and we look forward to a successful collaboration that brings our game to new audiences worldwide.”

Genius’ World Cup preparations

The deal comes as NYSE-listed Genius looks to expand its advertising offering, having recently struck deals with major industry players including WPP and Magnite. 

It also comes just over a month after the firm made a much-publicised $1.2bn (£900m) acquisition of digital sports and gaming media network Legend in a deal that raised eyebrows around the world. 

All roads point towards the abovementioned World Cup this summer for Genius, which will look to take the opportunity of the global event to expand its growing audience of sports fans. 

These recent agreements, the latest of which being the SEF one, seem to be laying the groundwork for a standout summer for the business. 

Josh Linforth, Chief Revenue Officer at Genius Sports, commented: “This marks a structural shift in how live sports is monetised in digital environments. 

“For the first time, advertisers can activate against official, verified sports moments inside scaled programmatic infrastructure in real time. 

“By combining exclusive league data, deterministic fan intelligence, and premium supply, we are building the control layer for live sports advertising.”