This tie-up comes with Reddit having been working to expand its sports focus over recent years. (Genius Sports imagery)

Genius, the sports technology and data company, has struck an NFL-centric partnership with social news aggregation platform Reddit.

Through a deal disclosed today, the pair will work on making live NFL scores and real-time stats available on Reddit’s NFL-based pages. The information, which will be “powered by the highest-quality official data”, will be available on team-specific sub-Reddit pages.

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This deal has been put together with Genius as the provider of official NFL league data, through a deal running until the end of 2027-28 that was last renewed in July 2023.

Reddit’s original tie-up with the NFL, meanwhile (alongside basketball’s NBA, baseball’s MLB, PGA Tour golf, and US stock car racing series Nascar), was unveiled in late July. 

Reddit is aiming to provide NFL fans with an immersive experience on its online and mobile platforms, enabling users to follow live scores while “actively participating in the conversations happening around the game.”

The Genius-NFL deal also sees Genius act as the league’s official watch and bet distribution partner. Genius first took over from Sportradar as the NFL’s data partner in 2021 – as part of that deal, the NFL took on shares in Genius worth $450 million.

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Sarah Rosen, Reddit’s senior director for business development, added: “We know sports fans flock to Reddit for discussions with other passionate fans about their favorite teams and top games.
 
“By working with Genius Sports, we're able to make these conversations even more immersive and engaging and bring NFL fans on Reddit closer to the play-by-play action."

The platform has invested heavily in its advertising business in recent years and went public in March after almost two decades as a privately held company.