Genius Sports has partnered the NFL since 2021. (Genius Sports)

Sports-focused data company Genius Sports has expanded its partnership with the National Football League (NFL), American football’s major league, to revamp the broadcasts of games on its NFL+ streaming platform.

Genius is the exclusive data distribution platform of the NFL and its in-game metrics, which it uses with its AI-powered technology to showcase player data on-screen during broadcasts in real-time, overlayed over the game as it happens.

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Genius will now do so on NFL+ broadcasts following the expansion of the deal, which first started in 2021 and was renewed earlier this year.

Live game broadcast viewers on NFL+ will have the choice between two streams showcasing different strands of data relating to the players including fantasy football scores, player location, player route mapping, and player speed.

Genius also recently rolled out a new viewing mode, BetVision, which showcases real-time sports betting odds on the games being broadcast overlayed on the games themselves.

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Gil Moran, vice president of business strategy and operations for NFL Media, stated: "With the help of Genius Sports, we are able to deliver next-generation viewing experiences to NFL+, providing fans the ability to see the game in different ways and bring them closer to the sport they love.”

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In 2021, Genius took over from Sportradar as the league’s data distributor, with the NFL subsequently taking $450 million worth of stock in the company.

The latest NFL expansion comes amid a wave of new partnerships for Genius.

Most recently, the data firm partnered with Premier League Productions (PLP), the in-house media arm of English soccer’s top-tier Premier League, to enhance its live broadcasts.

The partnership will see PLP broadcasts in over 185 countries feature a live Premier League Data Zone viewing mode, adding statistics and tracking metrics in a featured match each round.

Much like its NFL+ offering, the Premier League Data Zone viewing mode will also integrate fantasy soccer rankings into its broadcast, showcasing the increasing role fantasy sports plays in the consumption of major sports leagues.