NFL and Genius Sports Data Partnership Extended Five Years

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The National Football League (NFL) and Genius Sports have extended their strategic partnership for another five years.

Genius will continue to be the exclusive NFL data rights partner, supplying sportsbooks, media outlets, and the league itself with the latest info.

The extended deal, which will run through the end of the 2027-28 season, was announced this week on July 6, 2023, in an official press release.

This partnership has been an integral part of the sports betting landscape in the era of progressing legalization across the US.

Regularly published in-depth data on NFL teams, players, and matches has enabled sports betting operators to offer players access to all kinds of new markets. It also enhances experiences and engagement across multimedia channels for general sports fans.

“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 the press release.  

New Ways of Engaging

The partnership between the NFL and Genius Sports has been transformative for the sports betting, media, and broadcast ecosystem.

Genius Sports now supplies moe than 98% of the legalized U.S. sports betting market with official NFL data. That helps power the latest innovations in the market, such as player props, micro-betting, same-game parlays, and personalized data-driven advertising content.

“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, the league’s VP of business development & strategic investments.

Immersive Experiences

The extended partnership also includes the exclusive right to distribute official NFL Watch & Bet low latency live game video feeds to sportsbooks internationally.

That means legal market players will soon be able to seamlessly watch and bet on live NFL games, in-app, on their favorite sportsbook.

Starting with the 2023-24 season, Genius Sports and the NFL have reached a multi-year agreement to distribute the Watch & Bet system to operators in the U.S. and Canada.

“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 Locke.

Technology for Integrity

In addition to offering a better experience for NFL bettors and fans, the partnership also includes a commitment to maintaining the integrity of the game.

Genius Sports will continue to provide the league with its 24/7 bet monitoring service. Although details are not public, the system helps the league monitor for unusual betting patterns that could indicate foul play.

That’s something which has likely been at the forefront of many league officials’ minds recently.

Four more NFL players were added to the league’s inglorious list of gambling suspensions last week, although none were considered to have engaged in game manipulation.

That makes for a total of nine NFL players suspended for gambling violations so far in 2023.

“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,” Locke said.

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