Genius Sports scores extended deal with NFL
Genius Sports has signed a multi-year extension to its strategic technology partnership with the National Football League.
The agreement will run through to the end of the 2029 NFL season. Genius began working with the league in 2021, while a previous extension was due to expire in 2028.
Genius will remain the NFL’s exclusive distributor of real-time, official play-by-play statistics and proprietary Next Gen Stats data. It will also continue to provide the NFL’s official sports betting data feed to media companies and betting operators worldwide.
The deal will also see Genius remain the sole supplier of NFL watch and bet low latency live games to sportsbooks internationally. On top of this, it will now exclusively represent the in-game advertising inventory.
As the official reseller of the NFL’s international owned and operated advertising inventory and legal sports betting advertising inventory in the US, Genius will leverage its proprietary FANHub platform.
Genius and the NFL will also collaborate on other activation opportunities with FANHub.
NFL and Genius pledge new innovations
The expanded deal will also see the NFL and Genius collaborate across a number of new joint projects. These will build on the BetVision streaming solution for low latency live games on mobile, launched in 2023.
Under the partnership, Genius also operated a “first-of-its-kind” branded EA Sports Madden NFL broadcast in 2024.
The GeniusIQ sports data and AI platform will continue to deliver solutions across betting, advertising, broadcast and fan experiences. In addition, Genius will continue to provide integrity services across all NFL games and major events.
“Across data, video, advertising and integrity services, Genius has proven to be an important strategic partner through the first four seasons of our partnership,” NFL Vice President of Development & Strategic Investments Brent Lawton said.
“We are excited to extend and expand our partnership as we continue to partner on innovative ways to deliver content to NFL fans.”
Genius CEO Mark Locke said working with the NFL will help accelerate the company’s own business.
“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,” Locke said.