Genius Sports And NFL Extend Exclusive Strategic Partnership

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Written By Giovanni Shorter | Last Updated
Genius Sports NFL

Genius Sports will continue to be the exclusive provider of NFL league data as the pair extended their strategic partnership Thursday. The initial deal was made in 2021 and now will run through the end of the 2027 NFL season. With this extension, Genius will remain the “exclusive distributor of the NFL’s official live game data and Next Gen Stats (“NGS”) feeds to global media and betting markets.”

Genius And NFL Grow Relationship

In addition to the extended initial deal, Genius and the NFL will see more from their partnership. Genius now has exclusive rights to distribute the NFL’s digital advertising inventory to the best sports betting sites. This includes marks and logos for global sportsbooks.

Also as a part of the partnership, Genius will oversee the NFL low latency Watch & Bet live game video. These feeds extend to international sportsbooks. Genius Sports will also continue its integrity monitoring for all NFL games.

“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. “We’re excited to extend our relationship with Genius and look forward to working with them to develop the next generation of NFL fans.”

Genius has been a major part of the league’s push into the legal sports betting arena. In addition to providing league data to popular sportsbooks, Genius’ technology is used to ensure best practices involving NFL wagering.

The recent NFL betting scandals are a prime example of how Genius’ technology is working to crack down on illegal betting. With the increased popularity of sports betting surrounding the NFL, this technology is more important than ever.

Mutually Beneficial Deal

Genius Sports also benefits greatly from this partnership. The company has seen a 3.1% surge in premarket trading after the announcement was made. This continues the steady climb the company has made year to date.

“We are thrilled to extend our partnership with the NFL for five further seasons from today, through Super Bowl LXII,” said Mark Locke, CEO of Genius Sports. “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. 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.”

The company had struggled in the past, seeing its stock prices plummet from a peak of $24 a share in July 2021 to just $2 by July 2022. With the extended partnership retaining Genius’ exclusivity, the company may see a steady climb going forward.