The National Football League (NFL) has officially announced an expanded and extended strategic partnership with Genius Sports, solidifying their collaboration through the conclusion of the 2029 season. This deal deepens their alliance in delivering real-time data, low-latency game feeds, and integrated advertising experiences, while also introducing new avenues for fan interaction and revenue generation.

Since the inception of their partnership in 2021, Genius Sports has played a pivotal role in distributing the NFL’s official play-by-play data and proprietary Next Gen Stats to both betting platforms and media outlets. With the latest agreement, Genius Sports retains its position as the league’s exclusive global distributor of this vital content. The company also continues to serve as the sole provider of “watch and bet” live game feeds to sportsbooks outside the United States, enhancing the in-game betting experience for fans worldwide.

Expanded Advertising and Data Rights

One of the most notable additions to the revised agreement is Genius Sports’ exclusive authority to manage in-game advertising inventory on NFL BetVision streams, the low-latency broadcasts designed for sportsbooks. Additionally, Genius now has exclusive rights to sell digital ad space across the NFL’s own digital platforms, using its proprietary FANHub technology. This platform enables brands to deliver targeted marketing campaigns through programmatic and social media placements, promising greater engagement with NFL fans.

FanHub, which launched in the fall of 2023, will continue to act as a linchpin for Genius’ role in connecting advertisers with sports audiences. The platform has been positioned as an omnichannel marketing tool, providing partners with streamlined access to a sports-hungry demographic across NFL-owned properties and sportsbook environments.

“We are excited to extend and expand our partnership as we continue to partner on innovative ways to deliver content to NFL fans,” said Brent Lawton, NFL’s Vice President of Business Development & Strategic Investments. “Across data, video, advertising, and integrity services, Genius has proven to be an important strategic partner through the first four seasons of our partnership.”

Betting, Broadcasting, and Breakthrough Innovation

The ongoing collaboration between the NFL and Genius Sports is not limited to data and advertising. The partnership has already led to several groundbreaking projects aimed at reshaping the way fans experience the game. In 2023, the two launched BetVision, a first-of-its-kind streaming product that enables fans to watch low-latency NFL games with integrated betting capabilities directly through mobile devices. This immersive solution merges live action with betting lines in real time.

Another major innovation came in 2024 with the debut of the EA SPORTS Madden NFL Cast, a fully branded live broadcast that brought a unique gaming-infused presentation to NFL fans. These activations illustrate the pair’s commitment to transforming traditional sports viewership into interactive, data-rich experiences.

At the heart of these enhancements is GeniusIQ, the company’s advanced sports data and AI platform. This technology powers real-time insights across betting markets, advertising strategies, and fan engagement tools, reinforcing Genius’ role as a data-driven engine behind the NFL’s evolving digital landscape.

Mark Locke, CEO of Genius Sports, praised the continued partnership, stating, “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.”

Integrity Services and Market Influence

Another core element of the renewed agreement is Genius Sports’ continued commitment to upholding the integrity of the NFL’s betting operations. The company will maintain its provision of monitoring and integrity services across every NFL game and marquee event, a crucial function as legal sports betting continues to grow across the United States.

With an estimated $35 billion wagered by American adults during the 2024 NFL season, according to the American Gaming Association, the need for robust oversight has never been greater. Genius’ tools and systems are critical to ensuring fair play and confidence in legal wagering activities tied to the league.

Notably, Genius Sports has also benefited financially from its NFL alliance. The league originally received 18.5 million Genius shares in the 2021 agreement, with an additional 4 million shares granted in 2023. The company’s stock has climbed 76% over the past year, underscoring investor confidence in its strategic trajectory.