Genius Sports, the international sports data and technology company, has renewed its partnership with American football’s NFL with a view to powering “the next generation of NFL fan experiences through official data and video distribution.”
The new agreement, announced today (July 6) and running through the end of the 2027-28 season, sees Genius remain as the NFL’s exclusive official data partner and its exclusive official Watch & Bet distribution partner.
Go deeper with GlobalData
In this respect, it will continue to distribute real-time play-by-play statistics, proprietary Next Gen Stats data, and the NFL’s official sports betting data feed to media companies and sports betting operators.
In addition, the deal has been expanded to see Genius given the exclusive right to distribute official NFL Watch & Bet low-latency live game video feeds to sportsbooks internationally, beginning with the US and Canada from the 2023-24 season.
Genius has said it will “leverage its machine learning and live streaming technologies to power enhanced viewing experiences for NFL fans through Watch & Bet, and the development of its augmented live video betting products.”
Other additional elements of the new agreement will see Genius provided integrity monitoring services for all NFL games and afforded the rights to distribute digital advertising inventory and marks and logos to global sportsbooks.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataThe renewal continues a relationship that began in 2021 when Genius took over from Sportradar as the NFL’s data partner. As part of that deal, the NFL took on shares in Genius worth $450 million.
The two broadened their partnership in 2022 by granting the first Watch & Bet sportsbook licenses in Canada.
In January this year, Genius partnered with TSN to provide augmented broadcasts of the NFL on the Canadian pay-television network’s new streaming service.
The following month, Genius debuted a new marketing platform designed to help partners identify, engage, and retain sports fans, with the NFL the first partner on board.
Of the newly expanded deal, Brent Lawton, vice president for business development and strategic investments at the NFL, said: “Since our partnership began in 2021, Genius Sports has been an integral part of taking our official data feeds to market and working with sportsbooks to develop new ways for fans to engage with the NFL.
"We’re excited to extend our relationship with Genius and look forward to working with them to develop the next generation of NFL fans.”
Genius chief executive Mark Locke added: “We are thrilled to extend our partnership with the NFL for five further seasons from today, through Super Bowl LXII. In just two years, the NFL and Genius Sports have set a new standard for data-driven fan engagement, and we look forward to powering immersive experiences for NFL fans, broadcasters, teams, sportsbooks, brands, and more.
“Also, Genius Sports will continue to help safeguard the integrity of all NFL games, which is critically important to the NFL, by continuing to provide our 24/7 bet monitoring services.”
