Genius Sports scores extended deal with NFL – Sports betting
Genius Sports Enhances Its Strategic Partnership with the NFL: A Commitment to Innovation and Integrity
Genius Sports has solidified its presence in the gambling and sports technology sectors by signing a multi-year extension to its strategic technology partnership with the National Football League (NFL). This pivotal agreement, which now extends through the conclusion of the 2029 NFL season, reinforces the collaborative efforts that began in 2021, following a previous partnership extension due to end in 2028.
Under this renewed agreement, Genius Sports will retain its role as the exclusive distributor of real-time, official play-by-play statistics, along with proprietary Next Gen Stats data. Importantly, it will continue to supply the NFL’s official sports betting data feed to media companies and betting operators on a global scale.
Moreover, the arrangement ensures Genius maintains its status as the sole supplier of NFL watch-and-bet low-latency live games for sportsbooks internationally. The company will also now have exclusive rights to represent the NFL’s in-game advertising inventory.
As the official reseller of the NFL’s international advertising inventory and legal sports betting advertising within the U.S., Genius will utilize its proprietary FANHub platform to optimize these advertising opportunities, enhancing engagement for fans and operators alike.
In addition to these roles, Genius and the NFL are poised to collaborate on various activation projects leveraging the innovative FANHub platform.
NFL and Genius: Pioneering New Innovations
The updated deal opens the door for both Genius and the NFL to embark on new joint projects aimed at enriching the fan experience. A notable highlight is the ongoing development of the BetVision streaming solution for low-latency live games on mobile platforms, which was launched in 2023.
The partnership also made waves with the introduction of a groundbreaking branded EA Sports Madden NFL broadcast in 2024—the first of its kind. Such innovations underscore the commitment to blending technology with sports entertainment.
Furthermore, the GeniusIQ sports data and AI platform will continue to provide essential solutions across betting, advertising, broadcast, and overall fan engagement. Genius Sports is dedicated to delivering integrity services throughout all NFL games and major events, ensuring a fair and transparent betting environment.
Brent Lawton, NFL Vice President of Development & Strategic Investments, emphasized the strategic importance of this partnership: “Across data, video, advertising, and integrity services, Genius has proven to be a vital partner through the initial four seasons of our collaboration. We are excited to extend and expand our partnership as we explore innovative ways to deliver compelling content to NFL fans.”
Mark Locke, CEO of Genius Sports, expressed enthusiasm for the expanded partnership, noting its significance in the broader sports technology landscape: “Our expanded NFL partnership further strengthens our leading position at the heart of the sports technology ecosystem. It 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.”
This strategic partnership not only underscores the commitment to innovation within the gambling and sports sectors but also sets a precedent for the future of how fans engage with their favorite sports. As technology continues to evolve, so too will the execution of data and integrity in sports betting, setting the stage for a new era of immersive fan experiences.
