Genius Sports has signed a multi-year strategic technology renewal agreement with the National Football League (NFL), extending their partnership until the end of the 2029 season.
Since 2021, Genius Sports has been a key partner of the NFL, with the original agreement set to expire in 2028. The signing of the new agreement signifies a further deepening of collaboration in data distribution, live broadcasting services, and advertising integration.
Under the agreement, Genius will continue to exclusively distribute NFL's real-time official game statistics and Next Gen Stats advanced data. These data will be licensed to global media organizations and sports betting operators, providing them with legal NFL sports betting content.
Additionally, Genius will retain its exclusive provider status for NFL event low-latency live streaming and betting services, specifically offering streaming services to global betting platforms. It will also exclusively represent NFL's in-game advertising resources.
In terms of advertising, Genius will continue to act as the official sales agent for NFL's managed international advertising resources and legal sports betting advertising inventory within the United States, utilizing its proprietary FANHub platform to support advertising technology and user activation activities. In the future, this platform will also drive more joint activation projects between NFL and Genius.
The extension of this agreement also means that both parties will jointly promote the development of a new round of innovative products. Following the launch of the mobile low-latency live streaming service BetVision in 2023, Genius and NFL will expand more joint solutions based on this.
One of the plans includes Genius launching the first immersive broadcast experience branded with EA Sports Madden NFL in 2024, bringing fans a more interactive viewing experience.
Genius's artificial intelligence and data technology platform, GeniusIQ, will also continue to support NFL's digital layout in gambling, advertising, broadcasting, and fan interaction. Meanwhile, Genius will maintain its role in event integrity services, covering all official NFL games and key events.
Brent Lawton, NFL's Vice President of Strategic Investments and Development, stated that Genius is an important strategic partner for the NFL in data management, video services, advertising integration, and integrity assurance. "Over the past four seasons, we have witnessed the core value of Genius. The continuation of this partnership will allow us to provide content to fans in more innovative ways."
Mark Locke, CEO of Genius, also emphasized that this agreement is an important affirmation of the company's industry position. "Our deep cooperation with the NFL further consolidates our leading position in the sports technology ecosystem, and FANHub also reaches an important milestone. This cooperation brings unprecedented immersive, data-driven experiences to fans, content providers, operators, and brand clients."
