Genius Sports will remain the sole distributor of NFL data, including the league’s Next Gen Stats and real-time sports betting data.
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The NFL and Genius Sports agreed to a multi-year extension and expansion of their partnership, according to a new release from the pair.
Key takeaways
- Genius Sports will continue as the NFL’s exclusive distributor of official real-time data and Next Gen Stats.
- The deal also means Genius Sports remains the NFL’s official sports betting data feed globally.
- This marks the second major agreement for Genius Sports in recent weeks following a deal with the NCAA that introduced measures to protect student-athletes.
According to the release, Genius Sports, which boasts an extensive and longstanding relationship with the NFL, will continue to serve as the league’s exclusive distributor of real-time play-by-play statistics, as well as the NFL’s proprietary analytics-based Next Gen Stats data.
Perhaps more notably, however, is that the deal also ensures Genius Sports remains the NFL’s official sports betting data feed to media companies and sports betting operators globally.
“Across data, video, advertising, and integrity services, Genius has proven to be an important strategic partner through the first four seasons of our partnership,” said Brent Lawton, VP of Business Development & Strategic Investments at the NFL. “We are excited to extend and expand our partnership as we continue to partner on innovative ways to deliver content to NFL fans.”
The deal notably means that in addition to serving as the exclusive distributor of NFL data, Genius will also continue to be the “sole supplier of official NFL watch and bet low latency live games to sportsbooks,” according to the release — a major asset given the continued expansion of both organization’s live betting products.
Other opportunities with expanded partnership
In addition to the continued distribution rights, Genius Sports will also see a host of other continued areas of expansion around The Shield and the rest of the NFL world.
Perhaps most notably, Genius Sports will continue to serve a pivotal role in both the NFL’s immersive sports betting streaming solution BetVision, as well as the EA Sports Madden NFL Cast in 2024.
“The NFL delivers a tremendous platform to accelerate our business, and we are thrilled to extend and grow our strategic partnership,” said Mark Locke, CEO of Genius Sports. “Our expanded NFL partnership further strengthens our leading position at the heart of the sports technology ecosystem, and represents a key milestone in our FANHub rollout, setting a new standard for data-driven immersive experiences for NFL fans, broadcasters, teams, sportsbooks, brands, and sponsors.”
The deal marks Genius Sports’ continued effort to grow its footprint around the world of NFL and football data at large.
Just last month, Genius Sports announced an extension with the NCAA as its data distribution provider, with the partnership notably including a major move to eliminate highly contentious negative prop bets with the hopes of curbing student-athlete abuse.
“For them to continue to access our data moving forward, there can’t be any sportsbook betting on negative props,” NCAA President Charlie Baker said of the deal with Genius Sports. “So all the stuff that literally translates into a lot of the worst behavior that’s directed at young people and student-athletes generally under this agreement is going to be off the table.”
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