DIMAYOR, Colombia’s professional football leagues’ regulatory body, has updated its whole media management and data collection provisions, extending its existing partnership with Genius Sports.
Genius Sports will develop a “new betting engagement commercial strategy” for DIMAYOR’s Liga BetPlay, Torneo BetPlay, Copa BetPlay, and Superliga BetPlay events, maximising media and data rights.
As a result, all DIMAYOR sanctioned competitions will be available to Genius Sports’ network of over 150 regulated sportsbook partners, who will also be provided with premium match data and live feeds of Colombian football, allowing them to extend their South American inventories.
Reflection of growing global interest
DIMAYOR President Fernando Jaramillo stated: “The partnership between Genius is very important and a reflection of the growing global interest in our product.
“It is very rewarding that a multinational company with recognition in the fields of official data for betting and more is interested in our competitions and invites us to seek methods so that we continue to grow.”
Genius Sports continues to grow its South American football footprint with the Colombian relationship, where it acts as the principal media rights distributor for the Argentine Football Association (AFA) and Liga MX.
All DIMAYOR competitions and matches will continue to be protected by Genius Sports’ Bet Monitoring System, which analyses global betting activity on DIMAYOR’s events in order to prevent sports manipulations and suspicious bets.
CEO Mark Locke praised Genius Sports’ continuous LatAm expansion, saying: “Colombia has been pivotal to the global success of Genius Sports since we first opened our LATAM headquarters in Medellin in 2016.
“Expanding our partnership with DIMAYOR, one of Colombia’s premier sports organisations, is another major milestone that will help drive the league’s expansion and deliver even more premium content to our sportsbook partners around the world.”