Genius Sports Signs Exclusive NFL Deal

Genius Sports Group Limited, a provider of digital sports entertainment, infrastructure, and integrity resources, has announced the signing of a contract that will allow it to distribute play-by-play, betting, and data feeds from the National Football League (NFL).

The London-based company revealed the multi-year deal on Thursday, announcing that it would become the sole global provider of real-time analytics and proprietary data, as well as live audio-visual game streams from the world’s most prestigious gridiron football league.

Cooperation that is noteworthy

The partnership will allow Genius Sports Group Limited, which is owned by British private equity consulting company Apax Partners, to deliver this official information to television, gaming, and sports betting partners in order to ‘power the future of NFL fan experiences using personalised and data-driven technology.’ Furthermore, the innovator indicated that much of this distribution will be governed by a jointly managed technology centre that will aid the league in driving progress in terms of results, fan engagement, and feed offerings.

Driver of Innovation

Mark Locke, the Chief Executive Officer of Genius Sports Group Limited, said in a press release that the new agreement would also allow his business access to sports betting ads used by the NFL’s own digital outlets around the world. He claimed that this portion of the transaction would provide his business with “the necessary tools” to help improve main sports wagering indicators including player retention and turnover.

A statement from Locke read: “We are proud and delighted to partner exclusively with the NFL to establish a new era of digital fan engagement for professional sports leagues everywhere. Our technology leads the world in the convergence of official data, betting, streaming, and digital media and we are excited to bring our unique capabilities to the world’s preeminent sports league.”

Mutually advantageous

Kevin LaForce, the NFL’s Senior Vice-President of Media Strategy and Business Development, used the press release to clarify that the agreement with Genius Sports Group Limited is part of his organisation’s attempt to expand into the regulated sports betting industry in the United States and around the world. According to him, the union would encourage the league to provide partners and fans with “accurate, fast, and robust statistics and content,” while also ensuring that fans “have the best user experience with consumer protections.”

As if that wasn’t enough, the two have revealed that Genius Sports Group Limited would provide the NFL with a variety of resources to track betting in all of the league’s games while also providing the league’s 32 teams with ethics education programmes to help promote high integrity standards.

According to LaForce’s comment: “We’re excited to welcome Genius Sports Group Limited to the NFL family. We look forward to working with Genius Sports Group Limited as we continue to innovate and enhance NFL content on media and betting platforms.”