International sports data and technology firm Genius Sports has announced a new technology and AI partnership with Liga MX, Mexico’s top-flight soccer league.
Through a multi-faceted tie-up, the GeniusIQ data and AI platform will be deployed across every Liga MX stadium.
GeniusIQ combines tracking, video, and insights to power real-time advertising activations, augmented broadcasts, semi-automated offsides, and data-driven coaching tools.
The platform was launched in 2024 and is already in use by several major soccer competitions, most notably the English Premier League, French Ligue 1, and Belgian Pro League.
In addition, Genius Sports’ Moment Engine advertising tool will also enable Liga MX sponsors and brands to activate real-time advertising around key moments in games. For example, immediately after a crucial goal, save, or substitution, brands can trigger moment-driven campaigns across live broadcasts, digital, and streaming.
Moment Engine is already live across several major North American sports leagues, such as the NFL and NBA.
In partnership with Liga MX and its domestic and international broadcasters, Genius Sports will power augmented altcasts to increase fan engagement. Real-time game insights, including shot and player speeds, player names, and pitch minimaps, will be integrated directly into live broadcasts.
Launched at the start of the league’s ongoing 2026 Clausura season, GeniusIQ is also supplying semi-automated offside technology (SAOT) in Liga MX.
The company’s SAOT offering is also used across the Premier League and Belgian Pro League.
As part of the partnership, Liga MX teams will also be equipped with Genius Sports’ Performance Studio, the firm’s analytics and video platform.
Coaches and analysts from each team will have access to performance and analytics tools, including Genius Sports’ ProView3D feature.
Edgar Martínez, vice president of content at the Mexican Football Federation (FMF), said: “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.
“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.”
Sean Conroy, Genius Sports executive vice president for North America, added: “Liga MX is the most-watched soccer league in the United States and a growing force in North American sport.
“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.”
The ownership groups of Liga MX clubs recently voted to reshape the country's sports landscape, separating the competition from the FMF governing body.
In the future, the league will operate as an independent organization, a move in line with most of the globe’s other top-tier soccer properties, such as the Premier League and Spain's LaLiga, which are not tethered to the country’s governing bodies.
Similarly, Liga MX will also install a new president independent of any individual club to oversee the division.
The primary candidate for that role, reportedly, is Francisco Iturbide, currently the director general of competitions, operations, and development for Liga MX at the FMF.
