The NFL announced a multi-year extension of its partnership with Genius Sports, an international company that distributes official league play-by-play data to media and betting operators and a low-latency live video feed used for information and sports betting.
The partnership between the NFL and Genius Sports, established in 2021, will be extended through the 2027-28 season, according to the statement.
The low latency game feed powers the NFL’s “Watch and Bet” platform, which will allow customers in the US and Canada to view games on participating sports betting apps.
Caesars Sportsbook first launched the feature last season during select NFL games.
The official data feed feeds NFL in-match betting including player props, micro-stakes and in-game betting and is also used during NFL broadcasts. Genius Sports says it controls “more than 98%” of the US legal gambling market.
“Since our partnership began in 2021, Genius Sports has been an integral part of bringing our official data feeds to market and working with sportsbook to develop new ways for fans to engage with the NFL,” said Brent Lawton, Vice President president of business development and strategic investments.
“We are excited to extend our relationship with Genius and look forward to working with them to develop the next generation of NFL fans,” he added.
Genius Sports Helps Identify Abnormalities in NFL Betting
The NFL also uses Genius Sports to help track league betting and identify abnormalities. Nine players have been suspended this year for violating the league’s betting policy. Six of the suspended players bet on the NFL, according to the league.
“In just two years, the NFL and Genius Sports have set a new standard for data-driven fan engagement, and we look forward to delivering immersive experiences for NFL fans, broadcasters, teams, sportsbooks, brands and more,” he said. Mark Locke, CEO of Genius Sports.
“In addition, Genius Sports will continue to help protect the integrity of all NFL games, which is extremely important to the NFL, by continuing to provide our 24/7 betting monitoring services,” concluded.
