Digital sports content, technology and integrity services provider Genius Sports Group Limited has announced the signing of a deal that will allow it to distribute play-by-play, betting and data feeds from the National Football League (NFL).

The London-headquartered firm used an official Thursday press release to detail that the multi-year arrangement is to see it become the exclusive global supplier of real-time statistics and proprietary data alongside live audio-visual game feeds from the world’s most prestigious gridiron football league.

Considerable cooperation:

Genius Sports Group Limited, which is controlled by British private equity advisory firm Apax Partners, declared that the alliance additionally covers the United States and will allow it to distribute this official information to media, gaming, and sports betting partners so as to ‘power the future of NFL fan experiences using personalized and data-driven technology’. The innovator moreover stated that this dissemination is to all be governed by a jointly administered technology hub that will assist the league in driving innovation regarding its data, fan engagement, and feed offerings.

Innovation engine:

Mark Locke serves as the Chief Executive Officer for Genius Sports Group Limited and he used the press release to disclose that the new alliance will furthermore give his firm access to sports betting advertising utilized around the world by the NFL’s own digital platforms. He pronounced that this aspect of the arrangement is destined to equip his company with ‘the necessary tools’ to help increase the key sports wagering metrics of player acquisition and turnover.

Read a statement from Locke…

“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 beneficial:

For his part and Kevin LaForce, Media Strategy and Business Development Senior Vice-President for the NFL used the press release to explain that the pact with Genius Sports Group Limited forms part of his organization’s effort to tap into the legalized sports betting market in the United States and globally. He asserted that the union will additionally allow the league to supply partners and fans with ‘accurate, fast and robust statistics and content’ while simultaneously ensuring that aficionados ‘have the best user experience along with consumer protections’.

Ensuring probity:

As if all of this wasn’t enough and the pair divulged that Genius Sports Group Limited is to also provide the NFL with a range of services to monitor betting across all of its games while simultaneously supplying the league’s 32 teams with integrity education programs to assist in the promotion of high integrity levels.

LaForce’s statement read…

“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.”