The National Football League (NFL) and data and technology company, Genius Sports Ltd., have recently announced an extension of their strategic partnership through the 2027-28 season. This partnership will enable more football fans to log into sports betting sites to not only place wagers but also watch live NFL games.
Genius Sports, known for providing real-time data about NFL games to sportsbooks and broadcasters, has also been offering the capability to stream NFL games on apps and sites of U.S.-based bookmakers since last year. Caesars Sportsbook was the first to benefit from this service. With the extended partnership, Genius will have the exclusive right to distribute official NFL Watch & Bet low latency live game video feeds to sportsbooks globally. Moreover, starting from the 2023-24 season, the company and the league will have a multi-year deal in place for distribution in the U.S. and Canada.
In addition to real-time data and streaming capabilities, Genius Sports will utilize its machine learning and live streaming technologies to enhance the viewing experiences of NFL fans through the Watch & Bet feature. The partnership aims to develop augmented live video betting products that provide a more engaging and interactive experience for viewers.
As part of the extended alliance, Genius Sports remains the NFL’s exclusive distributor of official statistics, Next Gen Stats, and legal sports betting data to bookmakers and media companies. This solidifies Genius’ position as a crucial player in the NFL betting industry. However, the cost of official data has been a point of concern for some sportsbook operators.
The partnership expansion follows the successful integration of official NFL data throughout the sports betting, media, and broadcast ecosystem, transforming the way fans engage with the NFL. Currently, Genius Sports powers over 98% of the legalized sports betting market in the U.S. with official NFL data, driving innovative features such as player props, micro-betting, same-game parlays, and personalized data-driven advertising content.
It is worth noting that the NFL is already a major shareholder of Genius Sports due to the equity awarded to the league as part of their partnership. Furthermore, Genius will continue to provide integrity monitoring services for all NFL games. This is particularly significant considering the recent surge in gambling-related suspensions handed down by the league. Genius offers comprehensive monitoring of betting markets, ensuring fair play and maintaining the integrity of the games.
Brent Lawton, the vice president of business development and strategic investments for the NFL, expressed excitement about extending their relationship with Genius Sports. Lawton stated that Genius has played an integral role in bringing official NFL data feeds to the market and collaborating with sportsbooks to develop new ways for fans to engage with the NFL. He looks forward to working with Genius to further develop the next generation of NFL fans.
Overall, the extended partnership between the NFL and Genius Sports opens up new opportunities for sports betting fans to enjoy live NFL action while placing their wagers. Genius’ cutting-edge technologies, combined with its exclusive access to official NFL data, ensure a seamless and immersive experience for viewers and bettors alike. With this continued collaboration, the future of NFL betting looks increasingly exciting.
