Siobhan Aslett13.10.2016

Global sports media and digital sports content company, Perform Group, has extended its media and betting data deal with Football DataCo, the company that manages and commercialises the official match data for eight professional football leagues and their associated competitions.

Peform originally signed a deal with Football DataCo in July 2013, making it the first time the company had been delegated to collect and distribute live data feeds for sports betting operators. The extension of the partnership is valid for three seasons, from 2016-17 to the end of the 2018-19 season.

“I am very pleased to be continuing our excellent relationship with Football DataCo and the leagues,” announced Ross MacEacharn, chief executive of Perform Content.

“Our Opta and RunningBall operations are well-known market leaders in their business sectors, respectively media and betting. Our clients will be pleased that we will continue the distribution of this data for a further three years beyond the current term.”

Opta and RunningBall are able to continue to collate the “fastest, most detailed and accurate real-time data available” due to their official accreditation at stadiums. In addition, it allows them to support data editorial and performance analytics and it promotes innovation in the areas of broadcast graphics and production workflows, fantasy and gaming concepts and digital data visualisations, all due to this accreditation.

Football DataCo manages and commercialises match data for leagues that include the Premier League, the English Football League and the Scottish Professional Football League. The deal includes exclusive global distribution rights.

The Perform Group acquired RunningBall in 2011 and Opta in 2013, making them the largest competitor in the data collection and distribution markets. Perform collaborates with some of the major leaders in the sports industry, including betting operators, broadcasters, brands and clubs.