Strengthened Alliance Aims to Capture Emerging Markets in South American Betting
Genius Sports has announced the renewal and expansion of its long-standing partnership with sportsbook platform provider First, reinforcing its position in the rapidly growing Latin American (LatAm) sports betting ecosystem. This strategic agreement will see Genius Sports continue delivering its official betting data and live streaming content to First, with an expanded footprint across the region’s most prominent football leagues.
The new deal is poised to scale both companies’ B2B operations, with First being formally recognised as Genius Sports’ official betting partner. The collaboration is structured to support First’s sportsbook solution expansion, as Genius will now recommend the platform to operators seeking end-to-end managed betting services.
Targeting LatAm: Brazil and Beyond
The agreement significantly enhances Genius Sports’ influence in LatAm, particularly as Brazil—widely considered the crown jewel of the region’s betting market—approaches full regulatory rollout. Under the expanded coverage, First gains access to official data and video from premier South American competitions, including:
Brazil’s Série A and Série B
Campeonato Paulista
Argentina’s Primera División
Uruguay’s Primera División
Mexico’s Liga MX
Top-flight leagues in Chile, Colombia, and more
This extensive content portfolio empowers First to provide immersive betting experiences across an array of regional markets, a key advantage as consumer demand for localised, high-quality content continues to grow.
Executive Support and Strategic Growth
Commenting on the development, Tom Light, CEO of First, stated:
“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.”
This reflects a shared ambition to drive commercial growth, increase data distribution, and capitalise on evolving regulatory frameworks in Latin America.
Meanwhile, Genius Sports is leveraging its comprehensive rights portfolio and data integrity infrastructure to solidify its role as the go-to provider in both traditional and esports verticals. Notably, in March 2025, the company inked a separate deal with GRID Esports to access live data from titles such as League of Legends, Valorant, and Dota 2.
Balancing Expansion with Legal Hurdles
Despite reporting robust revenues of $510.9 million in 2024, marking a 24% year-on-year increase, Genius Sports is also navigating legal complexities, including an antitrust lawsuit filed by Panda Interactive. This legal backdrop has not deterred the company from pursuing aggressive global expansion, with the First deal underlining its confidence in long-term regional value creation.
Conclusion: A Calculated Play for Market Leadership
This renewed partnership signifies more than just a routine agreement—it reflects Genius Sports’ intentional shift toward emerging betting markets, particularly in Latin America where regulatory progress and mobile-first user growth are converging. By combining its technological prowess with First’s scalable sportsbook infrastructure, Genius is not only reinforcing its market presence but also setting the stage for future B2B dominance in high-growth territories.
