Genius Sports has announced a multi-year partnership with the Pac-12 Conference to advance integrity, technology, AI, fan engagement, and monetisation across college sports. The deal positions Genius Sports as the operating system for Pac-12 football and men’s and women’s basketball competitions.
Under the agreement, Genius Sports will deploy its GeniusIQ platform at every Pac-12 venue, providing real-time insights, video capture, and a unified foundation for commercial and performance activation.
Integrity and Authorised Betting
Genius Sports will serve as the exclusive distributor of official Pac-12 data to licensed sportsbooks worldwide. Its new Authorised Gaming Operator (AGO) program aims to enhance integrity, prevent prohibited betting, and protect student-athletes by introducing transparency, information-sharing, and regulatory safeguards.
Moment-Based Marketing
The partnership will also launch the Moment Engine, enabling brands to activate advertising in real time around key moments during Pac-12 games across linear broadcasts, streaming, and digital platforms. This allows advertisers to programmatically align marketing with in-game events, increasing precision and engagement.
Advanced Performance Insights
Pac-12 schools will gain access to the GeniusIQ-powered Performance Studio platform, delivering analytics and video tools comparable to those used in the NBA and WNBA. Coaches and athletes can leverage this data to optimize performance and gain a competitive edge.
Mark Locke, CEO of Genius Sports, said, “College sports are entering a new era where official data and real-time intelligence power everything from integrity and betting to media and performance.†Pac-12 Commissioner Teresa Gould added, “This partnership positions the Pac-12 as an early-mover in the data rights space, connecting to our strategic vision while introducing new opportunities for brand elevation and revenue growth.â€