Genius Sports, the international sports data technology company, has expanded its partnership with WynnBet to provide the US betting firm with access to sportsbook data from American football’s NFL.

This new tie-up builds on Genius’ long-term relationship with WynnBet, in which it provides trading solutions and official data-driven content from the company’s exclusive sports partnerships with English soccer’s Premier League, Mexico’s Liga MX, and the Argentine and Colombian leagues.

Last week, the NFL announced WynnBet as one of its approved sportsbook operators for the 2021 season.

The betting brand will now gain access to the data and live video NFL feeds which Genius secured rights to through a deal with the league earlier this year.

WynnBet will be able to leverage Genius’ entire official sports data content offering, including customer acquisition tools, and fan engagement solutions.

The data tech company also represents the NFL’s legalised sports betting advertising inventory across the league’s owned and operated digital platforms.

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Genius said these assets, alongside the NFL’s official data feeds, “will create end-to-end value for WynnBet across the full player lifecycle from player acquisition to pre-match and in-game betting, through to long-term customer retention.”

The firm’s digital marketing and publisher solutions will run official data-driven campaigns for WynnBet.

WynnBet is licensed to operate across seven US states in Arizona, Colorado, Indiana, Michigan, New Jersey, Tennessee and Virginia.

Genius also signed a similar agreement with gaming giant Caesars Entertainment yesterday.  

In April, Genius landed exclusive global rights to distribute the NFL’s betting data feed to media outlets and sportsbooks, in an arrangement that also included the NFL taking a small equity stake in Genius, which went public this year.

Mark Locke, chief executive at Genius Sports, said: “In an increasingly competitive US sports betting landscape, sportsbooks need to be able to deliver immersive experiences that engage their customers at every step.

“Our partnership with WynnBet will provide them with an unmatched suite of official data, streaming and marketing solutions, backed by some of the largest leagues in sports, including the NFL.”

As well as WynnBet, the NFL unveiled PointsBet, BetMGM and Fox Bet as approved sportsbook operators for the upcoming season last week.  

As part of their deals, all four operators will be eligible to purchase NFL in-game advertising and other select NFL media inventory.

The league named Caesars, DraftKings and FanDuel as sportsbook partners back in April in agreements reported to be worth just under $1 billion combined over five years.

Last month, Genius also entered into a multi-year partnership with DraftKings, which gave the US fantasy sports and betting provider access to data from the NFL to integrate into its betting product. 

It became the first fantasy gaming operator to sign up for official NFL data with Genius.