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Genius Sports expands Entain and BetMGM deals to include NFL data


Genius Sports has expanded existing agreements with Entain and BetMGM to provide both operators with access to official National Football League (NFL) data feeds, sportsbook content and fan engagement solutions.

Entain and BetMGM, which is jointly operated by Entain and MGM Resorts, will have access to the full NFL offering including official play-by-play statistics, proprietary Next Gen Stats data and official sports betting data feed.

BetMGM and other Entain brands will also benefit from Genius’s exclusive representation of certain legalized sports betting advertising inventory on NFL digital properties.

This new agreement builds on Genius’s long-term partnership with Entain, which has been running for more than a decade, and also covers Entain’s other brands such as Ladbrokes, Coral and bwin.

“Our partnership with Entain’s portfolio of leading sports betting brands and BetMGM has been central to Genius’ success for over a decade,” Genius chief exectuive Mark Locke said. “I’m thrilled that we are expanding our historic agreement to connect millions of sportsbook customers in the US and worldwide with our premium NFL offering, powered by the highest quality official data.”

In August of this year, BetMGM was one of a number of brands selected as an NFL approved sportsbook operator, allowing it to purchase NFL in-game commercial units and other select NFL media inventory.

BetMGM chief executive Adam Greenblatt said: “As a sports betting operator we rely on data and partnering with Genius Sports gives us access to one of the best in the industry. Combined with our unique platform and user interface, BetMGM is primed to offer an even better sports betting experience for our customers.”

Genius has agreed similar expanded deals with a number of operators in recent months, including WynnBet and Caesars Entertainment.