FIRST renews data and streaming deal with Genius Sports

FIRST – Best in Sports and Genius Sports have signed a renewed agreement that will see the data and technology provider continue supplying its official betting data and streaming services to the sportsbook solutions company.

As part of the new deal, FIRST will distribute Genius Sports’ content to its growing B2B network, with a focus on onboarding sportsbook partners across Latin America. The arrangement is expected to support FIRST's reach and annual revenue targets, particularly in Brazil, where market activity is increasing following recent regulatory developments.

The extended partnership includes data coverage of Brazil’s Serie A, Serie B, and Campeonato Paulista, as well as Mexico’s Liga MX and top-tier leagues in Argentina, Uruguay, Chile, Colombia, Ecuador, Bolivia, and Paraguay.

FIRST delivers fully managed sportsbook solutions to iGaming operators across South America and Europe. By working with major platform providers and betting companies, the firm provides access to a wide portfolio of digital sportsbook products that aim to increase engagement, customer retention, and transactional volume in competitive regulated markets.

Under the new terms, FIRST also becomes the official betting partner of Genius Sports. In this capacity, Genius Sports will recommend FIRST to operators seeking a comprehensive, fully-managed sportsbook platform. Both companies aim to set benchmarks for speed, accuracy, and breadth in the sports betting market.

“We have been working with Genius Sports for many years, and I am delighted to be extending and deepening our relationship with such an industry leader,” said Tom Light, CEO of FIRST – Best in Sports. “FIRST – Best in Sports and Genius Sports represent the gold standard in their respective fields, and the new agreement will enable us to continue growing revenues for Genius Sports as we launch new partners and expand our network. We look forward to providing the most complete and data-rich solution to sports betting operators in the world’s fastest-growing markets.”

The collaboration builds on an existing multi-year relationship between the two companies. FIRST’s LATAM-focused strategy aligns with Genius Sports’ portfolio of official data rights in the region, with the updated agreement designed to address growing demand for localized, data-driven sportsbook content.