May 6 – International data and technology firm Genius Sports has signed a multi-faceted partnership with Mexico’s top-flight LigaMX, deploying its GeniusIQ data and AI platform across every Liga MX stadium.
The platform combines tracking, video, and insights to power real-time advertising, augmented broadcasts, semi-automated offside (SAOT), and data-driven coaching tools.
The rollout has several layers of implementation – SAOT went live at the start of the 2026 Clausura season.
Genius Sports’ Moment Engine will allow Liga MX sponsors to trigger real-time advertising around key in-game moments, the same product currently active in the NFL and NBA.
Augmented broadcasts will integrate shot speeds, player speeds, names, and pitch mini-maps directly into live coverage. Every Liga MX club will have access to Performance Studio, the firm’s analytics and video platform, including the ProView3D feature for coaches and analysts.
Edgar Martínez, vice president of content at the Mexican Football Federation (FMF), said: “At Liga MX, we are very happy to close this partnership with Genius Sports, as it represents a significant step in elevating our competition to the standards of the world’s leading leagues. SAOT technology enhances fairness and transparency on the field, while the use of advanced data and augmented reality integrations will transform how audiences experience the game.”
Sean Conroy, Genius Sports’ executive vice president for North America, added: “Liga MX is the most-watched soccer league in the United States and a growing force in North American sport. This partnership gives Liga MX the infrastructure to grow the league on and off the field.”
Liga MX clubs recently voted to separate the league from the FMF governing body, with Francisco Iturbide tipped to become the first independent president.
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