The NFL officially expanded and extended its strategic partnership with Genius Sports through the 2029 season. This new deal strengthens their work in providing real-time data, low-latency game feeds, and integrated advertising.
Genius will continue exclusively distributing the NFL’s real-time play-by-play stats and proprietary Next Gen Stats data. Additionally, Genius will keep supplying the NFL’s official sports betting data feed to global media and operators of online sportsbooks.
Key Proponents of the Genius Sports-NFL Partnership
Per their deal, Genius Sports now exclusively manages in-game ad inventory on NFL BetVision streams, designed specifically for sportsbooks. Moreover, Genius gained exclusive rights to sell digital ads across the NFL’s platforms using its FANHub technology.
FANHub enables brands to launch targeted campaigns through programmatic and social media channels for stronger fan engagement. Launched in fall 2023, FANHub remains central to Genius’ efforts in linking advertisers with sports audiences.
This platform serves as an omnichannel tool, offering partners easy access to NFL fans across digital and sportsbook spaces.
Brent Lawton, NFL’s Vice President of Business Development & Strategic Investments, shared the company’s excitement with the partnership extension. He said:
“We are excited to extend and expand our partnership as we continue to partner on innovative ways to deliver content to NFL fans.”
Lawton also noted that Genius has proven to be an important strategic partner in delivering the best sportsbook experience. He added:
“Across data, video, advertising, and integrity services, Genius has proven to be an important strategic partner through the first four seasons of our partnership.”
Genius Sports to Continue Innovative NFL Presentation
Genius Sports’ extended partnership with the NFL sees them rolling out more innovative data-driven technology solutions. Mark Locke, Genius Sports’ CEO, lauded their extended partnership with the NFL. Locke explained:
“Our expanded NFL partnership further strengthens our leading position at the heart of the sports technology ecosystem and represents a key milestone in our FANHub rollout, setting a new standard for data-driven immersive experiences for NFL fans, broadcasters, teams, sportsbooks, brands, and sponsors.”
In 2023, the NFL and Genius launched BetVision, a low-latency stream with integrated betting for mobile viewers. This innovative feature combines live NFL action with real-time betting lines for a more immersive experience for making NFL picks.
In 2024, they introduced EA SPORTS Madden NFL Cast, a gaming-themed live broadcast tailored for NFL fans. These new offerings show their shared goal of turning traditional viewing into interactive, data-driven entertainment.
At the core of these innovations is GeniusIQ, Genius’ AI platform that drives real-time insights across multiple areas. GeniusIQ supports betting markets, ad strategies, and fan engagement tools, strengthening Genius’ role in the NFL’s digital growth.