Genius Sports has unveiled a new multi-year partnership focused on integrity, technology, and AI with the Pac-12 Conference (“Pac-12”) to enhance the future of legitimate and responsible sports wagering, integrity, fan interaction and revenue generation, as well as performance evaluation in collegiate athletics.

The collaboration strengthens Genius Sports’ position as the backbone of contemporary sports. Under the terms of the agreement, Genius Sports will implement GeniusIQ, its data and AI platform, at all venues for Pac-12 football and men’s and women’s basketball events – establishing a unified, smart framework for data tracking, video capture, real-time analysis, and commercial engagement.

Genius Sports and Pac-12 will work together on various innovations aimed at protecting integrity, enhancing the fan experience, and creating new revenue opportunities.

Permitted wagering and integrity protections

Genius Sports will act as the sole distributor of official data from Pac-12 events to authorized sportsbooks globally. In this position, the firm will implement a new Authorized Gaming Operator (“AGO”) initiative aimed at ensuring the integrity of Pac-12 events and safeguarding student-athletes.

Alongside removing negative and high-risk bet types, the AGO program will enhance transparency, information exchange, and collaboration among the Pac-12, Genius Sports, and authorized sportsbooks, while stopping prohibited bettors from making bets; all aimed at addressing the risk of corruption linked to betting and safeguarding student-athletes.

A fresh age of marketing focused on moments

Genius Sports’ Moment Engine allows brands to launch advertising in real-time during critical moments in Pac-12 games across broadcast, streaming, and digital platforms, turning live sports data into actionable advertising chances.

For Pac-12 advertisers, this opens up the chance to engage with significant Pac-12 moments that are crucial, immediately, with enhanced accuracy and on a larger scale.

Enhanced performance insights

The collaboration will also aid Pac-12 schools by providing the most cutting-edge performance analysis available worldwide.

Programs will utilize the GeniusIQ-enabled Performance Studio platform, offering coaches and athletes advanced analytics and video tools employed by most NBA and WNBA teams.

“College sports are entering a new era where official data and real-time intelligence power everything from integrity and betting and media to performance,” said Mark Locke, CEO at Genius Sports. “By deploying GeniusIQ across Pac-12 venues, we are building the data infrastructure that connects leagues, sportsbooks, broadcasters and advertisers in real-time.”

“The Pac-12 is thrilled to announce this partnership which will allow a college sports conference, for the first time, to impose direct and meaningful integrity restrictions on sports books who receive and use Pac-12 data,” said Pac-12 Commissioner Teresa Gould. “This partnership positions the Pac-12 as an early-mover in the data rights space, connecting to our strategic vision and challenger mindset to push boundaries in a disciplined fashion while introducing new opportunities for brand elevation and revenue growth.”

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