Genius Sports is continuing its collaboration with America’s most popular professional sports league.
The London-based sports data provider announced on Wednesday a multiyear extension of its technology partnership with the NFL. The expanded deal keeps Genius Sports as the exclusive distributor of official NFL data to sports betting operators and media brands.
Genius Sports also distributes official NFL play-by-play statistics and data from the league’s Next Gen Stats platform. The extension runs through to Super Bowl 2030.
Terms of the deal were not disclosed.
Genius Sports also serves as an official reseller of the NFL’s sports betting and international advertising inventory through its sports fan activation platform FANHub.
“The NFL delivers a tremendous platform to accelerate our business, and we are thrilled to extend and grow our strategic partnership,” said Genius Sports CEO Mark Locke. “Our expanded NFL partnership further strengthens our leading position at the heart of the sports technology ecosystem, and represents a key milestone in our FANHub rollout.”
The partnership extension builds on a business relationship between the NFL and Genius Sports that was forged in 2021. That year, Genius Sports was named the exclusive distributor of NFL data to sportsbooks after agreeing to a six-year, $120 million deal.
Sportradar served as the NFL’s previous distributor paying the league $20 million annually.
The NFL and Genius Sports commit to college sports
The two entities extended their partnership after securing recent college sports deals.
Genius Sports expanded its partnership with the NCAA in April to exclusively provide NCAA postseason data to its portfolio of operator partners. The deal runs through 2032 and includes March Madness, one of the largest sports betting events in American sports.
As part of the pact, Genius Sports’ partners have access to both NCAA data and logos. The NCAA and Genius Sports first partnered in 2018 to provide data to sports broadcasters.
The deal runs through 2028.
The NFL is also expanding its footprint in college sports through responsible gaming.
Last week, the league reached a deal with the International Center for Responsible Gaming to donate $600,000 over three years to fund research on the risk factors and impact of gambling on college athletes and students. The research will focus on how college students and athletes interact with online gambling platforms.
The NFL also works to combat problem gambling behavior through partnerships with the National Council on Problem Gambling and the Responsible Gambling Council.
