NFL and Genius Sports Broaden Partnership to Fuel Fan Engagement

The National Football League has renewed and expanded its longtime collaboration with Genius Sports, reinforcing the tech company’s role as the league’s leading data and media partner. The move further entrenches Genius Sports’ position as the exclusive NFL data provider while underscoring the league’s commitment to enhancing the way fans experience live games in the digital age.

The League Can Freely Reach Fans Worldwide

As part of the updated deal, Genius Sports will retain exclusive rights to distribute NFL real-time data to sportsbooks and media outlets worldwide. The agreement crucially extends to official play-by-play stats and Next Gen Stats, which are vital to the sports wagering sector. These data feeds power everything from broadcast overlays to live odds, and Genius remains the NFL’s top partner for delivering these services accurately and at scale.

The collaboration extension also gives Genius Sports sole responsibility for distributing NFL live video streams to overseas sportsbooks through its “Watch & Bet” platform. Additionally, the company will have exclusive control over in-game advertising inventory, positioning itself at the center of the NFL’s marketing and customer engagement strategy.

Our expanded NFL partnership sets a new standard for data-driven immersive experiences for NFL fans, broadcasters, teams, sportsbooks, brands, and sponsors.

Mark Locke, Genius Sports CEO

This partnership is more than just about distribution. In their ongoing drive for innovation, Genius and the NFL previously co-created BetVision, a low-latency video streaming solution that integrates real-time betting opportunities designed for US mobile sports wagering fans. EA SPORTS Madden NFL Cast, another breakthrough initiative, launched in 2024, blending live broadcasts with Madden-style virtual overlays for a new kind of viewing experience.

Innovation Is Imperative for Continued Success

Looking ahead, Genius Sports will build upon its technological advancements through its FANHub platform and GeniusIQ, its AI-driven analytics engine. These cutting-edge tools should further personalize the fan experience while helping sportsbooks deliver more targeted content. NFL executive Brent Lawton was confident that the expanded collaboration would help the league uncover more innovative ways to engage with fans.

Across data, video, advertising, and integrity services, Genius has proven to be an important strategic partner through the first four seasons of our partnership.

Brent Lawton, NFL VP of business development & strategic investments

The timing of this development is no accident. Fan engagement patterns are rapidly shifting, especially with mobile devices now central to how younger audiences consume games. A recent survey from Canada’s Responsible Gambling Council suggested that nearly half of all Super Bowl viewers placed a bet, an unambiguous signal that the fusion of sports entertainment and wagering is here to stay.

As the NFL navigates this fast-moving space, it is betting that partnerships like this one with Genius Sports will keep it ahead not only in fan involvement but also in maintaining control over its content, data, and advertising assets. Such tight control will also be invaluable in ensuring the sport’s integrity, keeping the game fun and fair for everyone involved.