NFL partners with Genius Sports for data distribution
© United States Today
The NFL and Genius Sports announced a multi-year partnership on Thursday making the London-based company the exclusive provider of NFL statistics and sports betting data.
As the NFL seeks to improve the fan experience with personalized, data-driven technology, Genius Sports will distribute official real-time stats and proprietary Next Gen Stats data, along with the official sports betting data feed from the league, according to a press release.
Sportradar was the sole data provider for the NFL.
The deal with the NFL comes just over a week after Genius Sports named former Turner Broadcasting chairman David Levy as new chairman.
Genius Sports goes public with blank check company dMY Technology Acquisition II in a $ 1.5 billion deal. Shareholders will vote on the deal on April 16.
The NFL and Genius Sports will develop a technology center / hub dedicated to driving the future of NFL betting data streams, data products and fan engagement offerings, the statement said.
“We are delighted to welcome Genius Sports to the NFL family,” said Kevin LaForce, senior vice president of media strategy and business development for the NFL, in the statement. “We look forward to working with Genius as we continue to innovate and improve NFL content on media and betting platforms. “
Deal made with sports betting in mind
Strategic partnership is an important part of the NFL’s broader approach to legalized sports betting. The NFL and Genius will provide bettors with accurate and fast statistics and content.
“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,” Mark Locke, CEO of Genius Sports, said in the release. “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.”
Genius will also represent NFL sports betting advertising on its digital platforms in the United States and in international markets, the statement said. Genius will be able to generate key sports betting metrics on turnover and player acquisition.
NFL Adds Education to Genius Integrity
The NFL and its teams will also have access to Genius integrity education programs.
Genius has signed deals with six betting platforms: WynnBET, Barstool Sports, BetMGM, DraftKings, FanDuel and PointsBet. Genius Sports is also a partner of more than 500 sports organizations around the world, including the NBA, Premier League, NCAA, NASCAR and the PGA Tour.
In January, Genius Sports partnered with FanDuel on a new marketing deal aimed at attracting new customers and boosting engagement.
Last October, Genius Sports and PointsBet announced an agreement giving PointsBet access to live streaming of the games and access to data allowing bettors to bet on those games. PointsBet was the first US operator to sign with Genius Sports’ streaming product, a clear sign that in-game betting is the future of sports betting.
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