NFL expands and extends strategic partnership with Genius Sports in multi-year deal

The National Football League (NFL) and Genius Sports Limited (Genius Sports) have agreed to a multi-year extension and expansion of their existing strategic technology partnership to power the next generation of NFL fan experiences through official data and video distribution.

According t an official statement, Genius Sports will remain the NFL’s exclusive distributor of real-time, official play-by-play statistics, proprietary Next Gen Stats (NGS) data and the League’s official sports betting data feed to media companies and sports betting operators globally.

In addition to exclusively distributing official NFL data, Genius Sports will continue as the sole supplier of official NFL watch and bet low latency live games to sportsbooks internationally and will now exclusively represent the in-game advertising inventory.

Genius Sports continues to be an official reseller of the NFL’s international owned and operated advertising inventory and the NFL’s legalized sports betting advertising inventory in the US, all leveraging Genius Sports’ proprietary FANHub platform. As part of the agreement, Genius Sports and the NFL will also collaborate on further activation opportunities with FANHub.

The expansion of the partnership will also see the NFL and Genius Sports powering ground-breaking innovations across the NFL ecosystem. In 2023, the partnership launched BetVision, the world’s first immersive sports betting streaming solution for local and national NFL low latency live games on phone and tablet in the US, as well as the EA SPORTS Madden NFL Cast in 2024, a first-of-its kind, fully branded live broadcast.

GeniusIQ, Genius Sports’ next generation sports data and AI platform, will continue to deliver solutions across betting, advertising, broadcast and fan experiences for millions of NFL fans.

“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, VP of Business Development & Strategic Investments at the NFL.

“The NFL delivers a tremendous platform to accelerate our business, and we are thrilled to extend and grow our strategic partnership,” said Mark Locke, CEO of Genius Sports.