Genius Sports Group has been awarded the official rights to collect and distribute Serie A betting data through its Betgenius subsidiary.

The deal, which comes in time for the commencing of the European football season, will see the group utilise its advanced pitchside technology and instantaneously distributed as a live feed to licensed sportsbook operators outside of Italy via its sports betting arm, Betgenius.

The collaboration between Genius Sports and Serie A, will allow sportsbook operators access to real-time, accurate data on the league’s fixtures, to provide an enhanced betting experience and subsequently increase engagement amongst supporters.

Jack Davison, Chief Commercial Officer of Genius Sports Group, commented: “Our partnership with Serie A is another example where we work with the most important global sports competitions to ensure our sportsbook operators have complete confidence in the security of their data supply and that our organisation will deliver the most trusted and compelling betting products to operators around the world. We look forward to working alongside Serie A to help extend the reach one of the largest leagues in world football.”

To provide enhanced control and visibility over the use of its betting data, Serie A will launch its first rights enforcement initiative, including the identification and ejection of unauthorised data collectors operating in-stadia.

The Serie A season gets underway on the 24th of this month, with champions Juventus taking on Parma. The global exposure of the league increased dramatically last season, when the man commonly regarded as the most lucrative athlete, Cristiano Ronaldo announced a surprising move to Juventus.