Commercial Sports Media (CSM) has advised Svensk Elitfotboll (SEF) in a strategic international process that has resulted in a long-term partnership with Genius Sports for the global distribution of official betting-related rights.

The expanded agreement builds on Genius Sports’ existing official data partnership and now also includes low-latency video streaming rights for Allsvenskan and Superettan. This enables the integration of Swedish top-tier football into Genius Sports’ BetVision product—an advanced betting experience combining live video, official data, AI-powered statistics and interactive betting functionality.

CSM was appointed to conduct a comprehensive strategic review of SEF’s international data and video rights. As part of this mandate, CSM structured the rights package and led a competitive international sales process, attracting strong interest from leading global stakeholders before ultimately securing Genius Sports as long-term partner.

The agreement provides SEF with long-term stability and a partner with proven technical capabilities, while further reinforcing the growing international appeal of Swedish football.

CSM continues to support rights holders in navigating an increasingly complex and technology-driven media landscape, structuring and executing processes that maximise long-term value and global reach.