Genius Sports Has announced a multi-year deal with the National Football League to maintain its exclusivity as the league’s data provider and now has advertising arrangements with BetVision.
Genius Is Smart to Partner With NFL
Genius Sports and the NFL first entered into an agreement in 2021 when a $120 million deal was signed that saw the company provide exclusive sports betting data to the league and allowed the NFL to take an equity position in the league.
The partnership has blossomed, with the two companies announcing an extension that runs through 2029, and interactive content featuring the EA Sports Madden NFL Cast powered by Genius Sports’ GeniusIQ artificial intelligence platform.
“The NFL delivers a tremendous platform to accelerate our business, and we are thrilled to extend and grow our strategic partnership,” said Mark Locke, chief executive of Genius Sports. “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.”
A new wrinkle to the pact will be “certain global digital advertising within BetVision” for Genius Sports, which will become available through its FANHub platform.
BetVision Becomes Critical
BetVision has been a coup for Genius Sports as it allows sports bettors to stream NFL games with the league’s partnered sportsbooks and the ability to see live stats and betting opportunities while never leaving the game. More content, more programming, and more opportunities for sports bettors to engage in the game through wagering.
During an earnings call, Genius Sports cited one league-sponsored sportsbook that said 76% of their NFL betting came through streaming content via live betting. Genius also pointed out that its weekly average number of unique game streams was up 33% in the second half of the season. Progress engaging viewers has been a touchdown for Genius Sports, and the NFL is taking notice. The company will be launching a soccer platform to augment its successful NFL broadcasts.
In addition to the NFL, Genius Sports has partnered not only with the NFL but also with the English Premier League, NCAA, DraftKings, FanDuel, bet365, Coca-Cola, EA Sports, CBS, NBC, and ESPN.
