Genius Sports has scored a major commercial objective by extending and enhancing its exclusive data and wagering partnership with the NFL, securing a new multi-year deal that will run through to the end of the 2029 season.

The upgraded agreement sees Genius Sports’ position as the league’s sole global distributor of official real-time data, play-by-play statistics, and Next Gen Stats (NGS), alongside exclusive betting feeds for sportsbook operators and media groups.

The expanded partnership gives Genius Sports a wider role in the NFL’s media and betting ecosystem -most notably through low-latency streaming rights and full control of digital advertising inventory across global and regulated US betting markets. At the centre of this is BetVision, Genius’ immersive “watch and bet” platform, which combines live video with real-time betting functionality.

Under the new deal, Genius will also manage in-game digital advertising across the NFL’s international digital properties and US-regulated sportsbooks. These rights will be activated via Genius’ proprietary FANHub platform – an ad-tech engine which blends live data with targeted content to boost fan engagement and brand visibility.

“This 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,” said Mark Locke, CEO of Genius Sports.

“We’re setting a new standard for immersive, data-driven experiences for fans, sportsbooks, broadcasters, and sponsors. Through our advanced technologies, we’re delivering personalisation at scale, supporting the NFL’s continued global growth.”

Genius has held the NFL’s primary data and betting rights since 2021, when it won an exclusive tender to lead the league’s commercial strategy in the evolving international sports betting space.

Since then, it has delivered key innovations, including the launch of BetVision in 2023 and the debut of EA SPORTS Madden NFL Cast in 2024 – an interactive broadcast format developed in collaboration with the league and its gaming partners.

The agreement also sees Genius maintain its role as the NFL’s official integrity services provider, monitoring betting patterns and maintaining the integrity of all NFL games and major events. Furthermore, the company’s in-house AI platform, GeniusIQ, will continue to power advanced solutions in programmatic advertising, data analytics, and fan personalisation.

“Across data, video, advertising, and integrity services, Genius has proven to be an important strategic partner,” said Brent Lawton, Vice President of Business Development at the NFL.

“We’re excited to extend and expand our collaboration as we continue to find new ways to engage NFL fans. Genius’ technology and expertise allow us to offer innovative and engaging products for fans while upholding the integrity of the game.”

The upgraded deal represents a strategic leap for Genius Sports as it looks to scale its FANHub platform across additional top-tier leagues and media platforms, strengthening its global leadership in sports data, technology, and fan engagement.

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