Sports data and content provider Genius Sports (Genius) has announced an exclusive multi-year distribution partnership that sees it become the official betting data source for the National Football League (NFL).
Genius will now distribute the NFL’s play-by-play statistics and Next Gen Stats data internationally, while acting as the official betting data source for global media and sports betting operators.
Genius said the partnership will bolster the NFL’s efforts to address the legalized sports betting market by offering users licensed, real-time NFL content.
“We’re excited to welcome Genius Sports to the NFL family,” said Kevin LaForce, senior vice president for media strategy and business development at the NFL.
“We look forward to working with Genius as we continue to innovate and enhance NFL content on media and betting platforms.”
Genius will serve as representatives of the NFL’s legalized sports betting advertising in the US and internationally, which it said offers a chance to boost betting turnover and acquisition. Genius will also have the right to stream live game feeds to international sportsbooks.
“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,” said Mark Locke, chief executive of Genius.
“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.”