DraftKings announced Thursday a new deal with Genius Sports, which will give it access to exclusive sportsbook data for the upcoming National Football League.

The Boston-based operator is the first US sportsbook to sign such a deal with Genius Sports, the exclusive distributor of official league data.

The multi-year deal will give DraftKings access to the London-based company’s full portfolio of global sports data and content, including NFL-related products.

Key Details of the Deal

Besides Genius’s official NFL data sports betting feed, DraftKings will have access to the sports data provider company’s live feeds from more than 170,000 sporting events in a year, and fan retention services such as marketing tech to attract new customers. This software enables the Boston-based operator to buy advertisement space at crucial moments of live sporting events.

The deal could set the market for the cost of the official NFL data to US operators, as the British company has kickstarted to enlist sportsbook clients ahead of the NFL regular season on Sept. 9.

The DraftKings-Genius partnership was unveiled Thursday morning, hours before the start of the 2021 Professional Football Hall of Fame Game between the Pittsburgh Steelers and the Dallas Cowboys.

The terms of the deal were not disclosed.

A Mutually Beneficial Partnership

While terming it a mutually beneficial partnership, DraftKings Chief Business Officer Ezra Kucharz said the collaboration will allow the operator to “expand on the capabilities of our products and offer new and thrilling features for our clients like single-game parlays.”

In April, DraftKings, FanDuel, and Caesars struck sports betting deals with the NFL, allowing the sport betting companies to use NFL intellectual property, including trademarks.

The three partnering operators will also engage in a content-sharing model with the League. It means the sports betting sites can also leverage material such as NFL highlights and next-gen stats data to help set wagering lines.

In other words, the three leading sportsbook giants need to partner with Genius, with DraftKings taking the lead.

‘Historic Achievement’ to Partner with DraftKings

Genius CEO Mark Locke termed the deal as a “historic” achievement for the company.

“This partnership bolsters Genius’s commitment to official sports data and demonstrates its intrinsic value in aiding our sports betting partners stand out from the competition.”

Locke said the company’s data, trading, and marketing services offer a complete set of sportsbook solutions that are supported by the largest leagues in the global sports, including the NFL.

NFL chief growth and strategy officer Christopher Halpin noted that the league is committed to creating a “highly engaging, and sustainable sports betting environment.”

What’s Official NFL Data?

The NFL official league data product includes the “full player lifecycle,” according to Genius. It essentially means using assets such as NFL.com and NFL logos on ads to pull customers.

As for the data itself, it will be nearly six seconds faster than unofficial versions, and also covers proprietary NFL data like Next Gen Stats, received from tracking chips in players shoulder pads.

The London-based sports data and technology company struck a multi-year partnership with the NFL in April under which Genius became the league’s exclusive distributor of the real-time official play-by-play statistics, and the league’s official sports betting data feed to media entities and sportsbook operators around the world.

Days after in April, the UK-based company announced it completed its business combination with a $1.5 billion merger with dMY Technology Group and is now traded on the New York Stock Exchange with a market cap of $3 billion.

Besides NFL data, DraftKings will also gain data around the NBA, MLB, and NASCAR.

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