Genius Sports and DIMAYOR overhaul Colombian football rights

The governing body of Colombia’s professional football leagues, DIMAYOR, has reimagined its entire media management and data gathering provisions, expanding its existing relationship with Genius Sports.

As part of the agreement, Genius Sports will launch a ‘new betting engagement commercial strategy’, optimising the media and data rights for DIMAYOR’s Liga BetPlay, Torneo BetPlay, Copa BetPlay and Superliga BetPlay competitions.

As a result, all DIMAYOR sanctioned competitions will be made available to Genius Sports’ network of over 150 regulated sportsbook partners – which will be further catered with premium match data and live streams of Colombian football expanding their South American inventories.

Praising Genius Sports ongoing LatAm expansion, Genius CEO, Mark Locke, said: “Colombia has been pivotal to the global success of Genius Sports since we first opened our LATAM headquarters in Medellin in 2016.

“Expanding our partnership with DIMAYOR, one of Colombia’s premier sports organisations, is another major milestone that will help drive the league’s expansion and deliver even more premium content to our sportsbook partners around the world.”

The Colombian partnership sees Genius Sports continue to expand its South American football footprint, in which the company serves as lead media rights distributor for the Argentine Football Association and Liga MX.

Genius Sports maintains that all DIMAYOR competitions and matches will continue to be safeguarded by its Bet Monitoring System – analysing global betting activity on DIMAYOR’s events to protect against sports manipulations and suspicious bets.

“The partnership between Genius is very important and a reflection of the growing global interest in our product,” noted Fernando Jaramillo, President of DIMAYOR.

“It is very rewarding that a multinational company with recognition in the fields of official data for betting and more is interested in our competitions and invites us to seek methods so that we continue to grow.”

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