Paddy Power Betfair (PPB) is the latest betting operator to agree a data usage licence with Football DataCo, joining the likes of bet365, BetFred, and William Hill, who already have licences.

The long-term agreement allows PPB to use matchday data for all Premier League, EFL and SPFL matches across its digital channels and UK and Irish retail estates.

The agreement coincides with Football DataCo celebrating its 15th birthday and launching a new corporate identity. The new logo (as above) visualises the idea of both football and data in a simple icon and reflects our values as a premium data provider for some of the world’s most exciting football leagues.

Adrian Ford, General Manager of Football DataCo, said “British football continues to be a vital component for all betting businesses, both land based and digital. There is growing acceptance that Football DataCo’s market leading product is protected by IP rights and a data usage licence is required to use it, as demonstrated by this deal. Football DataCo is going from strength to strength”