FanDuel, the US fantasy sports and betting company, has expanded its partnership with Genius Sports, the international sports data technology firm, to take advantage of Genius' NFL data, content, media products and trading services.
Through the new agreement, FanDuel will implement Genius Sports’ offering for the top-tier American football league, including its sportsbook, digital media content and NFL advertising inventory.
FanDuel will also have access to Genius’ “official data-powered in-play content and live trading solutions across multiple sports and thousands of live events.”
In addition, it has designated Genius as a preferred programmatic marketing partner.
The two organisations had initially partnered in April this year, with Genius using digital marketing technology to personalise ad messaging, leverage real-time odds, stats and video highlights and power campaigns with audience data for FanDuel.
Soon after, Genius took over from Sportradar as the NFL's exclusive data partner in the same month, allowing it to offer more in the way of products and services for the high-profile league.
Genius also has exclusive official data partnerships in place with the US-based stock car racing series Nascar, English soccer’s Premier League, Mexican soccer’s LigaMX, Argentinian and Colombian soccer and a host of other leagues and federations.
FanDuel, meanwhile, has tie-ups with North American basketball’s NBA, the Women's Tennis Association, and US golf’s PGA Tour.
Mark Locke, chief executive of Genius Sports, said: “With official data at its heart, this partnership enables FanDuel to better engage and monetize its customer base at every step of their journey. We couldn’t be more proud to be expanding our relationship with a clear giant of US sports betting in a way that entirely validates our long-held strategic vision.”
Niall Connell, general manager of FanDuel Group, added: “We are always looking for ways to improve our product and the data opportunities gained via this agreement help FanDuel achieve that objective. The new suite of offerings including official NFL data will enable us to better serve our customers and enhance America’s number one sportsbook.”
Earlier this month, North American basketball’s NBA expanded its deals with FanDuel and DraftKings, another US fantasy sports company, naming both firms co-official sports betting partners of the league.
Under multi-year extensions, both companies will have expansive rights to integrate NBA assets throughout their sports betting and daily fantasy sports platforms.