NFL, Genius Sports Ink Data Deal for Play-by-Play Stats, Next Gen Stats, and Betting Data Feeds

NFL's previous data partner was Sportradar

The NFL and Genius Sports Group – a provider of digital sports content, technology, and integrity services – have agreed to a new multi-year strategic partnership that makes Genius the league’s exclusive distributor of real-time official play-by-play statistics, proprietary Next Gen Stats (NGS) data, and the league’s official sports betting data feed to media companies and sports betting operators globally, including the U.S., where legal. In addition, Genius and the NFL will develop a jointly governed technology center/hub dedicated to driving the future of NFL betting through innovation of NFL’s data feeds, data products, and fan engagement offerings.

This deal, which brings an end to the NFL’s current data partnership with Sportradar, will last at least four years and includes an equity stake in the company, according to Sportico.

According to the announcement, the strategic partnership is an important element to the league’s broader approach to legalized sports betting.  Together, NFL and Genius will drive the continued innovation of the NFL’s data feeds to provide fans with accurate, fast, and robust statistics and content. As the NFL continues to engage fans through legalized sports betting, the use of licensed official league data ensures that fans everywhere have the best user experience along with consumer protections.  Genius will also have the right to distribute live audio-visual (AV) game feeds to sportsbooks in international markets.

“We’re excited to welcome Genius Sports to the NFL family,” says Kevin LaForce, Senior Vice President, Media Strategy and Business Development for the NFL. “We look forward to working with Genius as we continue to innovate and enhance NFL content on media and betting platforms.”

In addition, Genius will represent the NFL’s legalized sports betting advertising inventory across the NFL’s owned and operated digital platforms in the US and international markets.   These assets will equip Genius with the necessary tools to drive key sports wagering metrics of turnover and player acquisition over the lifetime of the deal.

“Genius is proud and delighted to partner exclusively with the NFL to establish a new era of digital fan engagement for professional sports leagues everywhere,” says Mark Locke, CEO of Genius Sports. “Our technology leads the world in the convergence of official data, betting, streaming, and digital media and we are excited to bring our unique capabilities to the world’s preeminent sports league.”

Genius will also provide the NFL with comprehensive integrity services to monitor betting across all NFL games (preseason, regular season, and postseason) and tentpole events. The NFL and its Clubs will also have access to Genius’ integrity education programs to ensure the continuation of the NFL’s high standard for integrity.