Genius Sports Inks Betting Data Accord with Premier Lacrosse League

Posted on: May 13, 2020, 02:34h. 

Last updated on: May 13, 2020, 03:42h.

Todd Shriber @etfgodfather Read More
Expertise: Financial, Gaming Business, Mergers and Acquisitions.

Genius Sports, a provider of sports betting analytics and data to leagues around the world, is becoming the official data and integrity partner of the Premier Lacrosse League (PLL).

Genius Sports Adds Premier Lacrosse League
Hoping to boost exposure among bettors, the Premier Lacrosse League (PLL) inked a deal with Genius Sports. (Image: Sports Illustrated)

The PLL announced the deal on Tuesday and financial terms were not disclosed.

The partnership with Genius Sports is the culmination of the PLL’s desire to offer real-time betting markets to enhance the in-game fan experience,” said the league in a statement. “Sportsbook operators will be provided with the fastest, most accurate and reliable data on the upcoming PLL Championship Series and future PLL events, expanding lacrosse’s global reach and audience.”

News of the agreement with Genius Sports comes at an important time for the PLL. Like other US athletic leagues, there hasn’t been any action for the lacrosse association to offer bettors because of the COVID-19 pandemic. However, the PLL is staging a 16-day, 20-game tournament starting July 25.

The tournament will be aired on NBC, potentially increasing viewership while bringing new bettors to lacrosse.

Not Unheard Of

Lacrosse may never rival football or basketball in the US sports betting lexicon. But leagues and operators are showing some enthusiasm for increasing the sport’s exposure to bettors.

Earlier this year, MGM Resorts’s BetMGM unit, that company’s partnership with GVC Holdings, unveiled a partnership with PLL rival the National Lacrosse League (NLL) – the first lacrosse wagering accord struck in the US.

The NLL has 13 teams, six of which play in or near markets where sports wagering is permitted.

The Los Angeles-based PLL has seven clubs, all of which play out of the City of Angels. Sports betting currently isn’t permitted in California.

PLL investor the Raine Group, a private bank and venture capital firm, has some exposure to the gaming industry, as it lists DraftKings among the companies it’s invested in. The league also has backing from the Chernin Group, an investor in sports media properties, such as The Action Network and Barstool Sports.

Adding to its Roster

Genius is already the dominant provider of betting data for the English Premier League (EPL), one of the most widely wagered on leagues in the world. Bringing PLL onto its client roster gives the company further reach into the rapidly growing US betting market.

“The PLL is committed to delivering the ultimate digital fan experience, with sports wagering providing a new competitive outlet to interact with every play of every game,” said Genius Sports CEO Mark Locke in the statement. “We’re thrilled to be partnering with such an innovative and forward-thinking league, representing one of America’s most popular and respected sports.”

In addition to the NBA and PLL, Genius is a data partner with the NBA and NCAA, and has integrity relationships with the PGA and European golf tours, among others.