Genius Sports, the international sports data technology company, has today (September 8) announced a new and extensive partnership with MaximBet, a licensed sports betting operator that launched last year.

Through the deal, Genius Sports will provide MaximBet with “official data-driven PreMatch, LiveData and LiveTrading solutions,” to deliver real-time data feeds.

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This will take place across thousands of events each year, including for sporting properties such as English soccer’s Premier League, American football’s NFL, FIBA basketball, and the US’ Nascar motor racing series.

Genius will also provide MaximBet “with the first and only official data feed for betting on the US National Collegiate Athletic Association …”

In addition, Genius' digital marketing solutions will be employed to help MaximBet run “highly targeted, data-driven campaigns to attract, engage, and retain new customers.”

Sean Conroy, Genius Sports’ executive vice president for North America, said: “Across official data, trading, and highly targeted marketing, Genius Sports will play a central role in powering MaximBet’s exciting growth across the US … We’re excited to help engage and expand MaximBet’s passionate customer base.”

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Daniel Graetzer, chief executive and founder at MaximBet, added: “A premium betting experience requires the best and most exclusive content which makes Genius Sports the ideal partner for MaximBet as we ramp up for growth across North America.”

MaximBet is currently registered as a US-licensed sportsbook in Colorado.

Late last month (August), meanwhile, Genius entered into a partnership with Bally's Interactive, a division of the US betting and gambling powerhouse.