Genius Sports, the international sports data technology company, has expanded its official data partnership with Svensk Elitfotboll (SEF), the governing body for Sweden’s top two soccer divisions, to include official, low-latency video for its BetVision product.
Through its exclusive partnership with the European Leagues, the body that represents the continent’s top soccer leagues, Genius holds the rights to capture and commercialise official data from Sweden’s top-flight Allsvenskan and second-tier Superettan competitions, with licensed sportsbooks globally.
Now, through this expanded partnership with the SEF, Genius Sports will also gain access to low-latency video content.
Launched in 2023, BetVision is an interactive application for sportsbooks that aims to combine live streams with aspects such as statistics, bet slips, and real-time augmentations.
BetVision features content from several soccer competitions, including Italy’s Serie A, France’s Ligue 1, the Brasileiro Série A, the Dutch Eredivisie, the Turkish Süper Lig, and UEFA Champions League qualifiers.
Genius said the partnership follows a “comprehensive strategic review” of SEF’s international data and video rights, carried out in collaboration with its advisor, Commercial Sports Media, the Sweden-based media rights consultancy.
Steven Burton, chief partnerships officer at Genius Sports, said: “Our partnership with Swedish football is an important addition to our premium European football offering while helping to connect their competitions with new audiences worldwide.
“The ability to combine highly accurate official data with live video streaming within BetVision creates an unparalleled value proposition for our global sportsbook network.”
Henrik Berggren, general secretary of SEF, added: “Securing a partner that can manage both our data and betting video streaming rights with such technical expertise is vital for our future growth.
“This partnership with Genius Sports provides the long-term stability and global reach we have been seeking. Their investment in our league is a clear signal of the rising prestige of Swedish football, and we look forward to a successful collaboration that brings our game to new audiences worldwide.”
The 2026 Allsvenskan season kicks off on April 4 and runs until November.
Genius struck its multi-year betting rights deal with European Leagues last year, with the agreement covering 18 competitions, including top-tier leagues in the Netherlands, Denmark, Norway, Belgium, Greece, and Serbia.
Earlier this year, the company expanded its relationship with international sports marketing agency Infront to launch its BetVision solution for tennis, debuting it at the Australian Open grand slam tournament.
