NFL Announces Sports Betting Partnership with Genius Sports Group

by Natasha Lyndon - Friday, April 2nd, 2021 8:35

The National Football League (NFL) has announced a new sports betting data partnership deal with Genius Sports Group. The deal gives Genius Sports exclusive rights to sell the league’s game data to sportsbooks.

The new partnership deal came as a shock to many within the industry and sees the NFL bring the curtain down on its previous deal with Sportsradar. The sports data company, whose investors include Mark Cuban and Michael Jordan, was expected to renew its existing deal.

Although the terms of the deal have yet to be released, it’s believed that Genius Sports will have similar rights to its predecessor. This includes the distribution of sports data and live audio visual (AV) feeds to sportsbooks across the globe.

Genius Sports currently serves 500 sports organizations across 150 countries and counts BetMGM, William Hill, and FanDuel among its clients.

Speaking of the new partnership, Kevin LaForce, Senior Vice President, Media Strategy and Business Development for the NFL said:

“We’re excited to welcome Genius Sports to the NFL family. We look forward to working with Genius as we continue to innovate and enhance NFL content on media and betting platforms.”

In the same press release, Mark Locke, CEO of Genius Sports was quoted as saying:

“Genius is 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.”

Sportsradar has yet to issue a statement on the loss of one of their biggest partnership deals.

Natasha Lyndon

Based in London, Natasha is a former sports journalist with experience working for some of the biggest athletes & brands in the world of sports and iGaming.