Genius Sports Renews Partnership with NFL: A New Era of Innovation and Collaboration
Genius Sports has secured a multi-year extension of its strategic technology collaboration with the National Football League (NFL), ensuring a partnership that will last until the conclusion of the 2029 NFL season. Initially teaming up in 2021, this extension comes after a previous agreement was set to end in 2028.
This renewed alliance enables Genius to maintain its status as the NFL’s exclusive provider of real-time, official play-by-play statistics and proprietary Next Gen Stats data. Furthermore, the company will continue supplying the league’s official sports betting data feed to media outlets and betting platforms worldwide.
As part of this agreement, Genius Sports will also be the sole supplier for NFL watch-and-bet low-latency live games offered to sportsbooks internationally. Notably, Genius will now hold exclusive rights for in-game advertising inventory, enhancing its commitment to innovative marketing solutions.
In its role as the official reseller for both internationally-owned advertising inventory and legal sports betting advertising in the U.S., Genius plans to utilize its FANHub platform effectively. The partnership promises to explore various activation opportunities using FANHub’s capabilities.
Collaborative Innovations Ahead
The extended partnership opens doors for joint initiatives that capitalize on the latest technologies. Among these is the BetVision streaming solution, which facilitates low-latency live gaming on mobile devices—debuted in 2023. Additionally, Genius has introduced an innovative EA Sports Madden NFL broadcast, marking a pioneering venture in branded partnership broadcasts for 2024.
The GeniusIQ sports data and AI platform will remain pivotal, offering cutting-edge solutions across various domains, including betting, advertising, broadcasting, and enhancing fan engagement. Integrity services will also continue to be a priority, ensuring fairness across all NFL games and significant events.
Brent Lawton, the NFL’s Vice President of Development & Strategic Investments, expressed enthusiasm about the partnership, highlighting Genius’s contributions as essential over the past four seasons. “We are eager to expand our partnership and discover innovative methods to deliver engaging content to NFL fans,” he noted.
Mark Locke, CEO of Genius Sports, emphasized that this collaboration not only strengthens their market position but also marks a significant milestone in the rollout of their FANHub platform. “Our enhanced relationship with the NFL sets a new benchmark for data-driven immersive experiences, benefiting fans, broadcasters, teams, sportsbooks, brands, and sponsors alike,” he remarked.
This renewed collaboration between Genius Sports and the NFL symbolizes a commitment to pushing the boundaries of sports technology, aiming to enrich the overall experience for fans and stakeholders in the evolving landscape of professional football.