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Genius scores data and engagement deal with Penn’s Barstool


Genius Sports has agreed a deal with Penn Interactive to provide official data and fan engagement solutions for the operator’s Barstool Sportsbook.

The long-term partnership will see Barstool Sportsbook, which is currently active across nine states in the US, gain access to Genius’s official data from US and global sports leagues.

This will include the National Football League (NFL) and Nascar in the US, as well as soccer’s English Premier League, Liga MX in Mexico and Argentine and Colombian soccer.

In addition, Genius will support Barstool Sportsbook with player acquisition, engagement and long-term retention by working with the brand on its marketing and engagement strategy.

“Delivering official data to our growing, loyal audience will provide tremendous wagering opportunities for our users,” Penn Interactive head Jon Kaplowitz said. “We also look forward to reaching sports fans who may not yet have experienced the Barstool Sportsbook through access to marketing inventory on NFL digital properties from Genius Sports.”

Genius chief executive Mark Locke added: “Our partnership with Penn Interactive will provide one of the fastest-growing and most innovative sports betting brands with unique content across the whole player experience.

“Barstool Sports is uniquely positioned in the US market, appealing to a dynamic and passionate fan base. With Genius’ official sports data, next-generation marketing and fan engagement solutions, we look forward to supporting Barstool Sportsbook’s US expansion.”

The deal comes in what has been a busy week for Genius, which yesterday (September 9) revealed that revenue hiked 76.3% to $109.6m in the first half of 2021, but net losses shot up to $464.2m because of high stock-based compensation costs.

Genius also announced that it has secured a sports betting supplier license in Arizona and agreed a deal with 888 to provide its data solutions to 888’s Sports Illustrated sportsbook, which is currently live in Colorado.

In addition, Genius this week expanded its existing agreement with WynnBET to provide the operator with official NFL) sportsbook data, content and fan engagement solutions.