Genius Sports has expanded its official data partnership with Svensk Elitfotboll (SEF), the governing body of Sweden’s top two football divisions, adding low-latency video content to support its BetVision sports betting platform.
The agreement strengthens Genius Sports’ role in distributing official betting-related content from Sweden’s Allsvenskan and Superettan competitions to licensed sportsbooks worldwide.
Low-latency video added to BetVision platform
Through the updated deal, Genius Sports will gain access to low-latency video streams from the Swedish leagues, which will be integrated into its BetVision product.
Launched in 2023, BetVision is an interactive sportsbook application that combines live streaming with real-time statistics, bet slips and live data overlays to enhance the betting experience.
The platform already features football content from several major competitions including Italy’s Serie A, France’s Ligue 1, the Dutch Eredivisie, the Brazilian Série A, the Turkish Süper Lig and UEFA Champions League qualifiers.
Partnership follows strategic review of media rights
Genius said the expanded agreement follows a strategic review of SEF’s international data and video rights, conducted in collaboration with Commercial Sports Media, a Sweden-based media rights consultancy.
Under its broader agreement with European Leagues, Genius Sports already holds the rights to capture and commercialise official data from Swedish football competitions for sportsbooks globally.
Swedish football targeting global betting audiences
Steven Burton, chief partnerships officer at Genius Sports, said the partnership enhances the company’s European football offering while helping Swedish leagues reach new global audiences.
According to Burton, combining official data with live video streaming through BetVision creates a stronger value proposition for sportsbook operators worldwide.
Henrik Berggren, general secretary of SEF, added that working with a partner capable of managing both betting data and streaming rights is key to the future growth of Swedish football.
He said the agreement with Genius Sports provides long-term stability and global exposure for the leagues.
2026 Allsvenskan season begins in April
The 2026 Allsvenskan season is scheduled to begin on April 4 and will run through November.
Genius Sports signed its multi-year betting rights partnership with European Leagues in 2025, covering 18 competitions including top divisions in the Netherlands, Denmark, Norway, Belgium, Greece and Serbia.
Earlier in 2026, the company also expanded its partnership with sports marketing agency Infront to launch BetVision for tennis, debuting the platform during the Australian Open Grand Slam.