A Power Four conference is leveraging the services of Genius Sports to analyze athletic performances, promote responsible gaming and ensure the integrity of competition.
On Tuesday, Genius Sports and the Pac-12 Conference announced a multi-year partnership that will use the conference’s data to enhance integrity safeguards and distribute the data to licensed sportsbooks across the U.S. As part of the deal, the Pac-12 will utilize Genius Sports’ GeniusIQ product to track competition data and capture video in real-time.
Members of the Pac-12 will leverage the services of the AI-powered GeniusIQ solution to collect data from every venue in the conference that hosts basketball and football. The deal between Genius Sports and the Pac-12 encompasses both men’s and women’s basketball.
“College sports are entering a new era where official data and real-time intelligence power everything from integrity and betting and media to performance,” said Genius Sports Chief Executive Officer Mark Locke. “By deploying GeniusIQ across Pac-12 venues, we are building the data infrastructure that connects leagues, sportsbooks, broadcasters and advertisers in real-time.”
Genius Sports becomes exclusive Pac-12 data distributor
In addition to collecting data, Genius Sports will also distribute data for the Pac-12. The partnership Genius Sports forged with the Power Four conference makes the London-based company the exclusive distributor of official Pac-12 data to licensed sportsbooks.
As a data distributor, Genius Sports plans to deploy its Authorized Gaming Operator program to protect Pac-12 student-athletes from gambling-related harm and protect the integrity of competition. The program bars prohibited bettors from wagering with licensed sportsbooks, while removing potentially controversial betting markets.
“The Pac-12 is thrilled to announce this partnership, which will allow a college sports conference, for the first time, to impose direct and meaningful integrity restrictions on sportsbooks that receive and use Pac-12 data,” said Pac-12 Commissioner Teresa Gould. “This partnership positions the Pac-12 as an early-mover in the data rights space, connecting to our strategic vision and challenger mindset to push boundaries in a disciplined fashion while introducing new opportunities for brand elevation and revenue growth.”
Genius Sports is also bolstering the Pac-12’s marketing efforts.
The company is allowing the Pac-12 to utilize its Moment Engine. The engine powers real-time advertising that is centered around key moments in sports competitions. The real-time advertising will be delivered during Pac-12 TV broadcasts and the marketing will also be available across the Pac-12’s streaming and digital platforms.
Pac-12 expands partnership with IC360
Meanwhile, in a separate deal, Pac-12 is also making an effort to protect the integrity of its competitions with the help of Integrity Compliance 360 (IC360). The Pac-12 and IC360 have bolstered their partnership to allow the Power Four to use ProhiBet, the prohibited bettor solution powered by IC360. ProhiBet uses an encrypted data network to ban a prohibited bettor.
This week, the NCAA will use ProhiBet to monitor referees and other officials who are overseeing the men’s and women’s March Madness tournaments. The integration of referees adds to ProhiBet’s active monitoring of athletes, coaches and NCAA personnel.
Genius Sports agrees to major acquisition
Genius Sports is partnering with the Pac-12 after it agreed to acquire sports and gaming media company Legend in a deal valued at up to $1.2bn. The transaction includes $800m in cash and $100m in stock consideration at the closing of the deal. The agreement also includes another $300m in earnout that will be paid within three years of closing.
Genius Sports expects to complete the transaction in Q2 2026. Legends’ network of digital properties reported 118 million unique visitors throughout 2025.
