MAC, Pac-12 Lean Into Player-Data Sale Partnerships

FBS conferences are beginning to capitalize on a new revenue stream: player data.

On March 9, the Mid-American Conference became the first NCAA conference to do so when it announced a deal with Genius Sports. Just one week later, the Pac-12 inked a partnership with Tempus Ex Machina.

• Both partnerships give the aforementioned companies the ability to collect and present player data for use by teams and fans.
• The MAC’s partnership reportedly provides an opportunity for the data to be sold to sportsbooks — representing another way the previously taboo gambling industry is becoming part of college sports.
• The Pac-12, however, is not selling data to sportsbooks currently.

In 2021, the NBA and NFL both made similar deals for more than $100 million each — which could have served as an inspiration for NCAA conferences.

Potential Caveat

As conferences look for new ways to innovate — and as sports betting continues to increase in popularity — it makes sense for more conferences to put player data on the market.

But pro leagues sell data of their athletes. There may be legal concerns about whether conferences have the right to sell data of amateur players without compensating them.