NFL Partners with Genius Sports for Data Distribution

NFL Partners with Genius Sports for Data Distribution
© USA Today

The NFL and Genius Sports on Thursday announced a multiyear partnership making the London-based company the exclusive provider of NFL stats and sports betting data.

As the NFL looks to enhance the fan experiences with personalized, data-driven technology, Genius Sports will distribute real-time official play-by-play statistics and proprietary Next Gen Stats data, along with the league’s official sports betting data feed, according to a news release.

Sportradar had been the NFL’s sole data provider.

The NFL deal comes just over a week after Genius Sports named former Turner Broadcasting President David Levy as its new chairman.

Genius Sports is going public with blank-check company dMY Technology Acquisition II in a $1.5 billion deal. Shareholders will vote on the deal on April 16.

The NFL and Genius Sports will develop a technology center/hub dedicated to driving the future of NFL betting data feeds, data products and fan engagement offerings, according to the release.

“We’re excited to welcome Genius Sports to the NFL family,” Kevin LaForce, senior vice president of media strategy and business development for the NFL, said in the release. “We look forward to working with Genius as we continue to innovate and enhance NFL content on media and betting platforms.”

Deal Made with Sports Betting in Mind

The strategic partnership is an important element to the NFL’s broader approach to legalized sports betting. The NFL and Genius will provide bettors with accurate and fast statistics and content.

“Genius is proud and delighted to partner exclusively with the NFL to establish a new era of digital fan engagement for professional sports leagues everywhere,” Mark Locke, CEO of Genius Sports, said in the release. “Our technology leads the world in the convergence of official data, betting, streaming, and digital media and we are excited to bring our unique capabilities to the world's preeminent sports league.”

Genius will also represent the NFL's sports betting advertising across its digital platforms in the U.S. and international markets, the release said. Genius will be able to drive key sports wagering metrics of turnover and player acquisition.

NFL Adds Genius’ Integrity Education

The NFL and its teams will also have access to Genius' integrity education programs.

Genius has deals with six betting platforms: WynnBET, Barstool Sports, BetMGM, DraftKings, FanDuel and PointsBet. Genius Sports also partners with more than 500 sports organizations globally, including the NBA, Premier League, NCAA, NASCAR and PGA Tour.

In January, Genius Sports teamed up with FanDuel on a new marketing deal aimed at bringing in new customers and to drive engagement.

Last October, Genius Sports and PointsBet announced a deal giving PointsBet access to live streaming of games and access to data for bettors to wager on those games. PointsBet was the first U.S. operator to sign with Genius Sports’ streaming product, a clear sign that in-play wagering is the future of sports betting.

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