Sports data and technology heavyweight Genius Sports has extended and expanded its partnership with American football’s elite National Football League (NFL).
The multi-year renewal, which now runs through the 2029 NFL campaign, will see Genius Sports continue as the league’s exclusive distributor of real-time, play-by-play data and statistics for both viewing audiences and betting firms.
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In expanding the deal, Genius will now also exclusively manage the NFL’s in-game advertising inventory, utilizing its FANHub sports activation platform to target commercial advertising to viewers during games.
Speaking on the renewal, NFL vice president of business development and strategic investments Brent Lawton commented: “Across data, video, advertising, and integrity services, Genius has proven to be an important strategic partner through the first four seasons of our partnership.”
Genius Sports chief executive Mark Locke added: “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.”
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By GlobalDataGenius Sports took over from rival Sportradar as the NFL’s official data distributor in 2021, and led to the 2023 launch of the BetVision solution, now one of Genius Sports’ flagship offerings.
Since the partnership’s inception, the NFL has often been a first mover in terms of adopting Genius Sports innovations, such as the Genius Marketing Suite for which it was the first partner.
The BetVision advanced stats overlay allows customers to “place wagers from within the live video player in the sportsbook's app,” with low-latency streams featuring integrated betting odds and bet slips and set to be enhanced by in-game alerts and on-screen offers.
Founded in 2000, Genius Sports has experience working with more than 500 sports organizations and leagues, including soccer’s FIFA and English Premier League, basketball’s NBA, EuroLeague, and FIBA, baseball’s MLB, motor racing’s Nascar, and US golf’s PGA Tour.
