NFL and Genius Sports Extend Deal to Keep Betting and Data Flowing

The NFL is extending its long-term relationship with Genius Sports. A new multi-year deal strengthens their collaboration, expanding data distribution and betting services across the league’s growing digital presence.

Good to know

• Genius Sports will remain the NFL’s exclusive distributor of official data and Next Gen Stats.
• The agreement extends the Watch and Bet live streaming rights to sportsbooks.
• Genius will continue supporting products like BetVision and Madden NFL Cast.

Under the new agreement, Genius Sports keeps its status as the sole provider of real-time play-by-play data and the NFL’s proprietary Next Gen Stats, which help power analytics for fans, broadcasters, and betting platforms. Genius will also continue providing official data feeds to sportsbooks and media outlets across global markets.

Brent Lawton, VP of Business Development and Strategic Investments at the NFL, commented on the ongoing partnership: “Across data, video, advertising, and integrity services, Genius has proven to be an important strategic partner through the first four seasons of our partnership. We are excited to extend and expand our partnership as we continue to partner on innovative ways to deliver content to NFL fans.”

One major element of the agreement is the continuation of Genius Sports’ exclusive role in delivering low-latency live NFL games to sportsbooks under the league’s Watch and Bet model. This streaming service enhances in-game betting by reducing delays between real-time action and live wagering.

Beyond data, Genius Sports also plays a key role in the NFL’s newer digital experiences. It will remain involved in BetVision, the league’s immersive betting platform, and will continue supporting EA Sports Madden NFL Cast content throughout 2024.

Mark Locke, CEO of Genius Sports, highlighted the importance of the extended deal: “The NFL delivers a tremendous platform to accelerate our business, and we are thrilled to extend and grow our strategic partnership. 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.”