NFL and Genius Sports Forge Game-Changing Deal Set to Revolutionize Betting Data—What It Means for Fans and the Future of Sports Wagering

In an era where data isn’t just king—it’s the whole kingdom—the NFL and Genius Sports have just inked a deal that takes their partnership to another level. This two-year extension keeps Genius Sports right at the heart of the NFL’s pulsating real-time data flow, delivering official play-by-play and gambling intel straight to sportsbooks and media outlets worldwide. But here’s the kicker: Genius is not just keeping the status quo. They’re stepping up their game by unlocking fresh avenues to monetize NFL content—selling ad space on the NFL BetVision streams inside sportsbook apps and across the league’s expansive digital playground via their FanHub platform. For anyone paying attention to the crossroads of sports, tech, and betting, this move screams opportunity wrapped in innovation. Genius Sports CEO Mark Locke frames it as a groundbreaking moment for FanHub, promising a revolutionized, data-driven experience for everyone from the die-hard fans to broadcasters and sponsors. With the NFL reigning supreme in TV ratings and betting markets, this deal cements Genius’s pivotal role in not just distributing data but shaping how we engage with the game going forward. Intrigued? LEARN MORE

In Wednesday’s announcement, Genius Sports CEO Mark Locke highlighted the expanded NFL deal as a key milestone for FanHub’s rollout, which he believes will set a new standard in a data-driven experience for fans, broadcasters, sportsbooks and sponsors.
The deal includes expanded rights for Genius to monetize NFL IP in two new ways. Genius can now sell ad inventory on the NFL BetVision streams, which are the streams of live games in the sportsbook apps. Genius Sports also gains the right to sell ads across the NFL’s owned-and-operated digital empire, leveraging Genius’ FanHub platform. The agreement includes further collaboration between Genius and the NFL on future activations with FanHub.

Genius will remain the middleman between the NFL’s official data feed and sportsbooks looking to build markets off the fastest possible in-game information. Genius also sells data to media companies—that’s the “Next Gen Stats” fans see on broadcasts—and serves as the exclusive gatekeeper to live game broadcasts that sportsbooks can purchase to show alongside their odds.

Genius declined to comment on the financial terms of the partnership.

The NFL and Genius first partnered in 2021 after a months-long bidding process, where Genius emerged ahead of rival and previous NFL partner Sportradar. In 2023, they reached an extension that ran through the 2027 NFL season. This deal aligns the two properties through the Super Bowl in February 2030.

Genius Sports works with more than 700 sports organizations across leagues, sportsbooks, brands and broadcasters, including the EPL, NCAA, DraftKings, FanDuel, Coca-Cola, NBC and ESPN.

FanHub launched in the fall as an omnichannel marketing platform for brands to target sports fans. It allows advertisers the ability to make programmatic and social media placements.

The NFL and Genius Sports reached a two-year extension for the London-based firm to continue as the exclusive distributor of real-time, official play-by-play and gambling data to sportsbooks and media companies around the world.

Genius’ stock is up 76% over the last 12 months.

The NFL is the dominant force in U.S. broadcasting, with 72 games in the top 100 TV broadcasts in 2024. The league is also dominant in U.S. sports betting, as the American Gaming Association projected American adults would bet billion with legal sportsbooks during the 2024 season. Genius will continue to provide “integrity services” across all NFL games.

The NFL was granted 18.5 million Genius shares in the original 2021 deal and 4 million more shares for the 2023 extension.