Genius Sports
Genius Sports is a sports data, betting and media software for leagues and sportsbooks.
Analyst Perspective
Genius Sports is a UK-headquartered public sports technology company that sells official sports data, betting infrastructure, media activation tools and performance software to business customers. Its customer base includes sportsbooks, sports leagues, federations, broadcasters, media companies, advertisers, agencies, teams and coaches. The company packages low-latency official data feeds, streaming and watch-and-bet experiences, managed trading and integrity services, and analytics products into a broad B2B product suite.
Analyst Signal Briefing
Updated: 2 Jul 2026Genius Sports has raised its 2026 financial guidance following the acquisition of Legend, reporting 31% year-on-year revenue growth. The company is pivoting its strategic focus towards sports advertising and entertainment, supported by new data-driven partnerships with the Swiss Football League and LIGA MX. This shift is further reinforced by recent research into live-sport brand recall and the integration of AI-driven creative tools, as the firm expands its workforce to approximately 2,600 employees to support its growing role in sponsorship monetisation.
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Key insights about Genius Sports
Category Differentiation
This is a B2B sports data, betting and media technology company, not a consumer-facing sports app or a general-purpose adtech vendor. It is distinct from broader sports statistics publishers because it sells operational infrastructure, official data and managed services.
Genius Sports: About
Genius Sports operates a B2B platform model built on official sports data collection, processing and distribution. It creates value by securing data rights and stadium-level data capture, turning that data into APIs, betting products, analytics tools and advertising activation capabilities, then selling these products via software contracts, usage-based data access and managed services. The breadth of its stack allows the company to monetise the same underlying sports data across betting, media, performance and integrity workflows.
How Genius Sports Works & Monetises
Business model analysis and core revenue streams
The company monetises through enterprise software subscriptions, data licensing, API and usage-based access fees, managed service retainers, and media-related platform fees or margin on campaign execution. Official data and odds feeds are typically sold under recurring contracts with pricing linked to coverage, latency and usage. SaaS products such as BetVision, Perform and league software are sold through enterprise agreements, while trading and integrity services are monetised as outsourced operational services. FANHub adds an adtech-style revenue stream through platform fees and/or margin on media spend.
Revenue Channels
Side-by-Side Comparisons
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Products & Services in Categories
Verified structural categorizations from the graph
Technology
Media Channel
Service
Genius Sports: Key Competitors & Alternatives
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Recent Signals (Genius Sports)
Chicago Bulls Build Data Measurement for Sponsors
The Chicago Bulls have spent the last two years building a data-led sponsorship measurement solution to demonstrate how brand partners influence fans’ spending. Working with sports-rights firm Klutch (which engaged PwC), the team deployed a proprietary ROI tool that links anonymized credit-card transactions and cellphone-ping data to map where ticket holders go after games and what they spend. The system reports transactions, average spend per fan, total fanbase consumer spend and tiered views by fan “avidity” over a 12-month window. The framework helped the Bulls attract 18 additional commercial partners since 2024, including international brands such as MatchWornShirt, Babybel and Linglong Tire. The article situates the Bulls’ effort amid rising U.S. sports sponsorship spend and wider marketer demand for measurable sponsorship ROI.
Read original sourceCreative Alchemy: Data and AI Meet Creative
Marketecture published a Cannes Lions–themed newsletter (authored by Chief Commercial Officer Jackelyn Keller) arguing that current adtech and data tools are moving upstream to shape creative work. The piece highlights how data, AI, and more mature dynamic creative optimization (DCO) enable more relevant, responsive ads — especially in CTV — while stressing that human creative direction remains essential. The newsletter quotes marketing leaders (from Big Happy, Genius Sports, OpenX, Cadent, and Locala) and notes Marketecture’s on-site Cannes coverage and an upcoming Marketecture Live event in Chicago. The sponsor message from RISE promotes an "agentic bid enrichment" approach to enrich anonymous bid requests before they reach buyers.
Read original sourceChange in Company Leadership and Focus
The current version of the webpage reflects a change in the company's focus from 'sports advertising' to 'sports entertainment'. Additionally, the number of employees is stated as 2600 in both versions, but the previous version mentioned 2000 employees, indicating growth. The leadership team remains the same, with no new executives or board members listed.
Read original sourceGenius Sports: Frequently Asked Questions
What is Genius Sports?
Genius Sports is a public B2B sports technology company that provides official sports data, betting infrastructure, media activation tools, integrity services and performance analytics.
Who uses Genius Sports?
Its customers include sportsbooks, sports leagues, federations, broadcasters, advertisers, agencies, media companies, teams, coaches and sports administrators.
How does Genius Sports make money?
It earns revenue from data licensing, API and usage fees, enterprise software subscriptions, managed service retainers and media-related platform fees or margin on spend.
Company Facts
- Founded
- 2001
- Headquarters
- 27 Soho Square, 1st Floor, London, W1D 3QR
- Core Segment
- Data Provider / Broker
- Company Size
- 1,001–5,000
- Official Link
- geniussports.com