Genius Sports and First Deepen Data Partnership to Drive Growth Across Latin America

The extended agreement aims to bolster market share and enhance data distribution capabilities throughout the region, positioning both companies at the forefront of a rapidly evolving sports betting landscape.

Under the renewed partnership, Genius Sports will continue to supply First with official betting data and live streaming content, which First will use to power its sportsbook offering across its growing B2B network. The collaboration now includes enhanced access to top-tier competitions across South America, such as Brazil’s Série A and Série B, the Campeonato Paulista, Mexico’s Liga MX, as well as top divisions in Argentina, Uruguay, Chile, and Colombia. This comprehensive coverage is designed to meet increasing demand from operators and bettors in one of the world’s most promising regions for sports wagering.

A key development in the agreement is First being officially named as Genius Sports’ betting partner. As part of this new designation, Genius Sports will recommend First’s sportsbook platform to operators seeking a fully managed solution, combining data, streaming, and betting services into an integrated offering.

Tom Light, CEO of First, commented on the development: “We have been working with Genius Sports for many years. This new agreement will enable us to continue growing revenues for Genius Sports as we launch new partners and expand our network.” His remarks underscore the confidence both parties have in the partnership's ability to drive commercial success in emerging markets.

The renewed alliance comes at a time of broader strategic momentum for Genius Sports. The company reported $510.9 million in revenue for 2024, marking a 24% year-on-year increase. However, it has also faced legal scrutiny, including an antitrust lawsuit filed by Panda Interactive, reflecting growing tensions in the competitive data rights space.

In parallel, Genius Sports continues to diversify its content portfolio, having recently signed a partnership with Grid Esports in March 2025 to secure access to live data and streams for major esports titles like League of Legends, Valorant, and Dota 2.

This latest deal with First signals a clear commitment by Genius Sports to high-growth territories, reinforcing its role as a leading global provider of data solutions across both traditional sports and emerging markets like esports.