Genius Sports has agreed a new multi-year partnership with the Pac-12 Conference, a collegiate athletic conference in the Western United States.
The wide-ranging deal covers integrity, technology and AI to power authorized sports betting and responsible sports betting, moment-based advertising, and performance analysis in college sports.
The company will deploy its data and AI platform, GeniusIQ, in every venue across Pac-12 football and men’s and women’s basketball competitions, creating a single foundation for tracking data and video capture, real-time insights, and commercial activation.
Genius Sports and Pac-12 will also collaborate on a wide range of innovations designed to safeguard integrity, improve the fan experience, and unlock new revenue streams.
Genius Sports will serve as the exclusive distributor of official data from Pac-12 competitions to licensed sportsbooks worldwide. Through this role, the company will administer a new Authorized Gaming Operator (AGO) program designed to safeguard the integrity of Pac-12 competitions and protect student-athletes.
“College sports are entering a new era where official data and real-time intelligence power everything from integrity and betting and media to performance,” said Mark Locke, CEO at Genius Sports. “By deploying GeniusIQ across Pac-12 venues, we are building the data infrastructure that connects leagues, sportsbooks, broadcasters and advertisers in real-time.”
Genius Sports’ Moment Engine will enable brands to activate advertising in real-time around key moments in Pac-12 games across broadcast, streaming and digital platforms, transforming live sports data into programmable advertising opportunities.
“The Pac-12 is thrilled to announce this partnership which will allow a college sports conference, for the first time, to impose direct and meaningful integrity restrictions on sportsbooks who receive and use Pac-12 data,” said Pac-12 commissioner Teresa Gould. “This partnership positions the Pac-12 as an early-mover in the data rights space, connecting to our strategic vision and challenger mindset to push boundaries in a disciplined fashion while introducing new opportunities for brand elevation and revenue growth.”
The Pac-12 Conference is a collegiate athletic conference that participates at the National Collegiate Athletic Association (NCAA) Division I level for all sports, with its football teams competing in the Football Bowl Subdivision (FBS), the highest level of NCAA football competition.
The conference currently has two members, Oregon State University and Washington State University.
Shares in Genius Sports Ltd (NYSE:GENI) closed 4.41 per cent lower at $4.77 per share in New York Wednesday.