by Mateusz Mazur

NFL and Genius Sports Extend Partnership to Elevate Fan Experiences and Data-Driven Engagement

The National Football League (NFL) and Genius Sports have announced a multi-year extension of their strategic partnership to enhance the future of NFL fan experiences through the distribution of official data and videos.

Multi-year agreement

This extended deal will remain in effect until the conclusion of the 2027-28 season. As part of the agreement, Genius Sports will maintain its exclusive role as the distributor of real-time, official play-by-play statistics, proprietary Next Gen Stats (NGS) data, and the NFL’s official sports betting data feed to media companies and sports betting operators worldwide.

The decision to expand this partnership comes after the successful implementation of official NFL data across the sports betting, media, and broadcasting sectors, revolutionizing fan engagement with the NFL. Genius Sports currently supplies official NFL data to over 98% of the legalized sports betting market in the United States, enabling innovations such as player props, micro-betting, same-game parlays, and personalized data-driven advertising content.

Furthermore, the NFL’s official NGS data feed has been seamlessly integrated into NFL broadcasts through Second Spectrum’s real-time augmentation engine, introducing innovative ways for fans to enjoy the game via broadcasters and streaming services both in the U.S. and internationally.

This extended partnership also grants Genius Sports exclusive rights to distribute official NFL Watch & Bet low-latency live game video feeds to international sportsbooks. Starting from the 2023-24 season, Genius Sports and the NFL have reached a multi-year agreement to distribute Watch & Bet in the U.S. and Canada. Leveraging machine learning and live streaming technologies, Genius Sports aims to enhance the viewing experiences of NFL fans through Watch & Bet and the development of augmented live video betting products.

The integral part

Moreover, Genius Sports provides the NFL and several member clubs with a suite of interactive fan engagement tools, contributing to the growth of the NFL’s global audience and deepening their understanding of the modern football fan.

Brent Lawton, Vice President of Business Development & Strategic Investments for the NFL, expressed his excitement about the partnership extension, stating, “Since our partnership began in 2021, Genius Sports has been an integral part of taking our official data feeds to market and working with sportsbooks to develop new ways for fans to engage with the NFL. We’re excited to extend our relationship with Genius and look forward to working with them to develop the next generation of NFL fans.”

Mark Locke, CEO of Genius Sports, also expressed enthusiasm about the extended partnership, saying, “We are thrilled to extend our partnership with the NFL for five more seasons, up until Super Bowl LXII. In just two years, the NFL and Genius Sports have set a new standard for data-driven fan engagement, and we look forward to powering immersive experiences for NFL fans, broadcasters, teams, sportsbooks, brands, and more. Additionally, Genius Sports will continue to uphold the integrity of all NFL games by providing our 24/7 bet monitoring services, which is of utmost importance to the NFL.”

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