NFL, Genius Sports Reach “US $ 120 Million Per Year” Data Distribution Agreement


  • Deal gives NFL equity stake in Genius Sports, says SBJ
  • UK based company to distribute real-time NFL stats and official sports betting data to media and sports betting companies in the US and overseas
  • Pair will also develop a technology hub to improve data flows and league data products.

The National Football League (NFL) has announced that Genius Sports is replacing Sportradar as the exclusive official data partner.

The multi-year agreement means the UK-based data and technology specialist will exclusively distribute real-time gaming statistics, Next Gen Stats proprietary data and the league’s official sports betting data feed to companies in the league. media and sports betting in the United States and abroad.

Under the deal, the couple will also develop a jointly managed tech hub to improve NFL data feeds, data products and fan engagement offerings.

The contract is worth some $ 120 million per year over six years, according to the Sports Business Journal (SBJ), which added that half of the amount will be paid through Genius Sports.

CNBC reported in March that the NFL was seeking more than $ 100 million a year under its new data deal. If the numbers reported for the new deal with Genius are correct, it marks a significant improvement over the league’s previous deal with Sportradar, which SBJ says was worth US $ 20 million per year and has also seen the NFL take stakes in the company.

Another element of the partnership with Genius Sports gives the company the right to distribute live audiovisual game streams to sportsbook in international markets, while also representing the NFL’s legalized sportsbook advertising inventory on digital platforms. owned and operated by the league nationally and internationally.

In addition, Genius Sports will provide its suite of integrity services to monitor betting on all NFL games and tentpole events, while the league and its teams will also have access to the integrity education programs of the company.

“Genius is proud and excited to partner exclusively with the NFL to establish a new era of digital fan engagement for professional sports leagues around the world,” said Mark Locke, General Manager of Genius Sports. “Our technology is at the forefront of 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.”

The deal follows the NFL’s new long-term domestic broadcast rights deals with CBS, ESPN / ABC, Fox, NBC and Amazon, which are said to be worth more than $ 100 billion.

This also continues a busy period for Genius, which struck a deal last year to go public through a US $ 1.5 billion merger with Special Purpose Acquisition Company (SPAC) dMY Technology. Group II.

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