Agreement will see the company’s GeniusIQ data and AI platform introduced across every Liga MX stadium to help grow the Mexican football league
Genius Sports has agreed a major technology and AI partnership with Mexico’s professional football league, Liga MX.
The deal will see the company deploy its GeniusIQ platform in every Liga MX stadium to power a new suite of fan engagement, sponsorship and performance solutions for Liga MX and its partners.
Genius Sports’ Moment Engine, which is already live across the NFL and NBA, will enable Liga MX sponsors and brands to activate real-time advertising around key moments in games, including moment-driven campaigns across live broadcasts, digital and streaming.
Since the start of the current 2026 season, the company has been providing its Semi-Automated Offside Technology (SAOT) to Liga MX.
“At Liga MX, we are very happy to close this partnership with Genius Sports, as it represents a significant step in elevating our competition to the standards of the world’s leading leagues,” said Edgar Martínez, vice president of content at Federación Mexicana de Fútbol Asociación (FMF). “From a sporting perspective, SAOT technology enhances fairness and transparency on the field. At the same time, from a fan and consumption standpoint, the use of advanced data and augmented reality integrations will transform how audiences experience the game.”
In partnership with Liga MX, Genius Sports will power augmented altcasts to engage the next generation of fan, with real-time game insights including shot and player speeds, player names, pitch minimaps and number of tackles, which are integrated directly into live broadcasts for millions of fans.
“Liga MX is the most-watched soccer league in the United States and a growing force in North American sport,” said Sean Conroy, executive vice president of North America at Genius Sports. “The deployment of our next generation data and AI platform, GeniusIQ, will connect every part of that ecosystem, delivering world-leading SAOT while enriching the broadcast and creating premium new commercial inventory for sponsors. This partnership gives Liga MX the infrastructure to grow the league on and off the field.”
Genius Sports’ SAOT is also used across the English Premier League and Belgian Pro League.
Shares in Genius Sports Ltd (NYSE:GENI) closed 3.45 per cent higher at $4.50 per share in New York Monday.