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The National Football League and Genius Sports have agreed to a multi-year extension of their “strategic partnership.”
The new extended deal will run through the end of the 2027-28 season. Genius Sports will remain the NFL’s exclusive distributor of real-time, official play-by-play statistics, proprietary Next Gen Stats data and the NFL’s official sports betting data feed to media companies and sports betting operators.
The NFL is the most popular sport for wagering in the U.S.
Genius Sports powers over 98% of the legalized U.S. sports betting market with official NFL data, “driving innovations such as player props, micro-betting, same-game parlays and personalized data-driven advertising content,” according to the announcement.
Under the relationship, NFL’s official NGS data feed has become further embedded within NFL broadcasts through a real-time augmentation engine unlocking “innovative new ways” for fans to engage the game.
The extended partnership also includes the exclusive right to distribute official NFL “Watch & Bet” low latency live game video feeds to sportsbooks internationally.
Beginning with the 2023-24 season, the two parties reached a multi-year agreement to distribute Watch and Bet in the U.S. and Canada. Genius Sports will leverage its machine learning and live streaming technologies to power “enhanced viewing experiences for NFL fans.”
“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,” said Brent Lawton, Vice President, Business Development & Strategic Investments for the NFL.
“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,” said Mark Locke, CEO of Genius Sports. “Also, Genius Sports will continue to help safeguard the integrity of all NFL games, which is critically important to the NFL, by continuing to provide our 24/7 bet monitoring services.”
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