Genius Sports has formed an official sports data, fan engagement and integrity partnership with the Mid-American Conference (MAC).
The MAC, a National Collegiate Athletic Association (NCAA) Division I Conference that sponsors championships in 24 sports, will have its data and statistics managed and distributed by the firm.
“Recognising our unique capabilities across data collection, tracking, personalised marketing and more, the MAC has embraced our vision of providing college sports fans with immersive and highly engaging experiences,” commented Genius Sports CEO, Mark Locke.
“Furthermore, the MAC also selected Genius Sports, as one of the most established sports integrity providers in the market, to help ensure its competitions, teams and players are protected against the potential threats of betting-related corruption.”
The conference will also gain access to Genius’ optical data tracking and video augmentation solutions for its Men’s Basketball Championship. In addition, the operator will provide free-to-play games, live data integrations and ‘dynamic widgets’ in a bid to reach ‘new levels of gamification’.
MAC Commissioner, Dr Jon A Steinbrecher, added: “After significant discussion with our membership, I am pleased that we have reached an agreement to partner with Genius Sports, including both a sponsorship alongside a licensing deal that includes the marketing and managing of our statistical data.
“This partnership will permit us to exert greater control of our statistics, provide increased oversight over events through the utilisation of integrity services and provide support and financial benefits for the Conference and its membership.
“We have the responsibility to manage our assets and leverage those assets for the benefit of the student-athletes and our member institutions. The partnership with Genius Sports will assist us in those efforts.”
Through a sub-licensing agreement with JMI Sports, Genius Sports will also be able to provide its network with access to the MAC sponsorship inventory across its annual Football Championship Game and Men’s and Women’s Basketball Tournaments. This includes marks, in-stadia signage, digital media, and customer acquisition platforms.
However, it has also been reported that Genius are not currently providing sports betting services in the agreement, as the NCAA has so far refused to monetise its data this way. It also hasn’t signed commercial deals with sportsbooks for events.
As the MAC becomes the first individual conference to sign with Genius, the operator was already considered a long-term partner of the NCCA.