Genius Sports announces expanded partnership with NCAA through 2032
Announced today (25 April), the expanded deal confirmed Genius Sports will exclusively provide official NCAA data to licensed sportsbook for its flagship March Madness college basketball tournament, alongside all other post-season tournaments.
The extension to the long-term partnership will see sportsbooks gain exclusive access to official NCAA data feeds. Genius Sports will use its new Authorised Gaming Licensee (AGL) programme to boost integrity protections and promote responsible gambling.
AGL provides sportsbooks with exclusive access to official NCAA data and NCAA marks.
The NCAA’s official platform for live game statistics, NCAA LiveStats, will continue to be free for all member schools and will deliver data from over 70,000 games a year.
The partnership will also see GeniusIQ, an advanced AI platform, used to enhance LiveStats and provide real-time analytics for schools and coaches, as well engagement tools for fans.
According to Genius Sports CEO Mark Locke, the expanded partnership will build on the company’s collaboration with the NCAA which has been in place since 2018. Locke said it has “transformed the college sports data ecosystem”.
“This extension is a powerful endorsement of our vision, delivering cutting-edge data solutions to support NCAA schools while connecting our sportsbook partners with the highest quality NCAA official content, alongside our exclusive NFL and Premier League rights,” Locke said.
“Most importantly, it’s a partnership grounded in innovation, integrity, and a shared commitment to the future of collegiate athletics.”
Protection of rights
According to sources, the NCAA will work on measures to protect its rights with in-venue official data rights and scout spotting measures.
In October 2022, Genius Sports reached an out-of-court settlement with Sportradar that prohibited Sportradar from conducting unauthorised in-stadium data collection activities.
After Genius signed an exclusive agreement to collect, license and distribute live data from the Premier League, Football League and Scottish Professional Football League in 2019, Sportradar claimed the system was in breach of UK and EU competition law, launching legal proceedings.
However, the settlement led to Sportradar receiving a sublicence to grant it access to a delayed secondary feed, with in-game unofficial scouting banned.