Genius Sports Extends its Sports Betting Data Partnership with the NFL

by Dave Schwab - 7/11/2023

Genius Sports, a London-based data research company, reached a deal with one of its most important customers by signing the multi-year extension with the NFL through the 2027/2028 football season. The partnership began in April of 2021 and Genius Sports was granted the opportunity to have exclusive sports betting data rights for the NFL games. The new agreement runs through the NFL’s 2028 Super Bowl.

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CNBC reported that the Genius Sports deal was worth more than $1 billion if additional years were picked up for the NFL partnership. At the time of the original deal, the agreement included cash payments and equity for Genius Sports. The additional arrangement with the NFL has the same terms.

Under the existing deal, Genius Sports will be the exclusive distributor of the NFL’s play-by-play statistics, proprietary Next Gen Stats (NGS) and the league’s sports betting data feed to global media companies and sportsbook operators. The announcement of his extending partnership came almost two weeks before a pair of NFL teams are ready to open their summer training facilities on July 18. The rest of the teams in the NFL are reporting for summer training camp at the end of July.

Mark Locke is CEO of Genius Sports recently commented in a statement:

“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 experiences for NFL fans, broadcasters, teams, sportsbooks, brands and more.”

For example, YouTube TV has streaming service broadcast rights for NFL Sunday Ticket in the 2023/2024 football season. Live sports betting data by Genius Sports will be a big part of the contract for YouTube TV servicing the NFL.

NFL Watch and Bet Live Game Video Feeds

Beginning with the 2023/2024 football season, Genius Sports and the NFL have partnered with Watch and Bet games in the US and Canada. This extended agreement includes the exclusive right to distribute official NFL Watch and Bet live video feeds to sportsbooks on a world-wide scale.

Genius Sports will use its live streaming technology to power enhanced viewing experiences for NFL sports betting fans through Watch and Bet. Genius Sports also provides the NFL a number of interactive sports fans engagement tools.

Brent Lawton is vice president, business development and strategic investment for the NFL. As a recent comment on the strategic marketing partnership with Genius Sports, he 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.”

As CEO of Genius Sports, Mark Locke continues the thought by adding the following comment:

“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.”

For this upcoming season of NFL games, Genius Sports powers over 98% of the legal sports betting market in the US with official NFL data. The company drives wagering innovations including individual NFL player props, micro betting and same-game parlays along with personalized data-driven advertising content.

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Genius Sports Extends its Sports Betting Data Partnership with the NFL

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