Genius Sports, the international sports data technology company, has entered into a new partnership with Bally's Interactive, a division of the US betting and gambling powerhouse.

Under the terms of the agreement, Genius Sports will provide Bally’s Interactive brands, including its online sportsbook Bally Bet, with its full suite of official data and live streaming solutions.

Genius Trading Services, the company’s sportsbook solution, will help Bally’s Interactive to “maximize profits and operational performance across thousands of events every year.”

Bally’s Interactive operates the sports betting, iGaming, free-to-play, and daily fantasy sports platforms within parent company Bally’s Corporation.

Included in the partnership is Genius Sports’ portfolio of exclusive, official data rights, including English soccer’s Premier League, Mexico’s Liga MX, and the Argentine and Colombian leagues, as well as US stock car racing’s Nascar, American football’s NFL, and the Canadian Football League.

Bally’s Interactive will be given access to Genius Sports’ exclusive suite of NFL products and services, including the league’s real-time statistics, proprietary Next Gen Stats (NGS), and official sports betting data feed.

Genius Sports will also deliver thousands of low latency video feeds through its streaming solution.

Bally’s Interactive customers will benefit from an “enhanced live betting experience” through streams of top-tier soccer leagues across Argentina, Colombia, Iceland, and China, as well as FIBA basketball and FIVB volleyball leagues globally.

Mark Locke, chief executive of Genius Sports, said: “With its market-leading brands and impressive line-up of official sports team partners, we are thrilled to enter into such a wide-ranging partnership with Bally’s Interactive.

“Our highly bespoke official data, trading, risk, and live streaming solutions will power first-class betting experiences for Bally’s customers across the US.”

Adi Dhandhania, chief operating officer of Bally's Interactive North America, added: "Working with Genius will help ensure that our products have the industry-leading features consumers expect from their favorite sports apps."