NFL extends Genius Sports data partnership until 2029
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NFL extends Genius Sports data partnership until 2029
NFL extends partnership with Genius Sports until end of 2029 season. Data firm will distribute official NFL ‘watch and bet’ low-latency live feeds to bookmakers and handle in-game advertising. Deal sees further collaboration on FanHub platform and integrity services. NFL and Genius Sports first partnered in 2021, signing a deal reportedly worth US$120 million a season that also saw the league acquire equity in the data firm. The 2025 NFL season will kick off on 4th September with a game between the Dallas Cowboys and the Philadelphia Eagles.
Contract:
Genius Sports remains exclusive distributor of the NFL’s real-time play-by-play statistics, proprietary Next Gen Stats (NGS) data and official sports betting data feed
Data firm will also distribute official NFL ‘watch and bet’ low-latency live feeds to bookmakers and handle in-game advertising
Genius remains official reseller of NFL’s owned-and-operated advertising inventory as well as its legalised sports betting advertising inventory in the US
Deal sees further collaboration on FanHub platform and integrity services
Context:
The NFL and Genius Sports first partnered in 2021, signing a deal reportedly worth US$120 million a season that also saw the league acquire equity in the data firm. The contract was extended two years later until 2028.
This latest extension sees the NFL continuing to benefit from growth in the US betting market and from increased global interest in its sport. There will also be a renewed focus on interactive content following the success of the EA Sports Madden NFL Cast, which was powered by Genius Sports’ GeniusIQ artificial intelligence (AI) platform.
Comment:
“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, vice president of business development and 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 NFL delivers a tremendous platform to accelerate our business, and we are thrilled to extend and grow our strategic partnership,” said Mark Locke, chief executive 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.”
Coming next:
The 2025 NFL season will kick off on 4th September with a game between the Dallas Cowboys and the Philadelphia Eagles.
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