Genius Sports has announced a multi-year extension of its strategic technology partnership with the National Football League (NFL) in a deal that will continue their ongoing collaboration until the end of the 2029 season.
The renewed collaboration builds on a successful relationship that began in 2021 and strengthens Genius Sports’ role as a key data and media partner for the NFL league.
As part of the extended deal, Genius Sports will remain the exclusive distributor of the NFL’s official real-time play-by-play statistics and proprietary Next Gen Stats (NGS) data.
Moreover, the company will also continue to deliver the NFL’s official sports betting data feed to global media partners and licensed betting operators.
This agreement also cements Genius Sports as the exclusive provider of “watch and bet” low-latency live NFL games to sportsbooks internationally.
In addition, Genius will now represent all in-game advertising inventory, expanding its role in monetizing NFL content, and it will also act as the official reseller for the league’s international and U.S.-based legal sports betting advertising inventory by using its FANHub platform to boost fan engagement.
The partnership includes several innovation-driven initiatives built on the success of previous projects, including the branded EA SPORTS Madden NFL broadcast in 2024 and the BetVision mobile streaming product launched in 2023.
Consequently, GeniusIQ, Genius’ proprietary platform, will continue delivering AI-powered solutions for the NFL across betting, advertising, broadcasting, and fan engagement.
Brent Lawton, NFL VP of Development & Strategic Investments, commented:
Genius has proven to be a valuable strategic partner across data, video, advertising, and integrity services. We’re excited to extend and expand our partnership to enhance how we connect with NFL fans.
Mark Locke, Chief Executive Officer of Genius Sports, added:
This expanded agreement cements our position in the sports technology ecosystem and marks a major step forward in our FANHub strategy, driving immersive experiences for fans and partners alike.
