NFL and Genius Sports Extend Deal to Boost Data, Streaming, and Ads Through 2029

A Bigger Playbook for Fan Engagement

NFL and Genius Sports, a London-based sports tech firm, unveiled a multi-year extension of their partnership, cementing Genius as the league’s exclusive provider of real-time play-by-play stats, Next Gen Stats (NGS), and official betting data feeds.

The deal, running through the 2029 season, adds new advertising rights and deepens innovations like BetVision, a live betting streaming platform. “Genius has proven to be an important strategic partner,” said Brent Lawton, NFL’s VP of Business Development.

Since 2021, Genius has powered 98% of the U.S. legal sports betting market with NFL data, fueling player props, micro-betting, and same-game parlays, per its investor site.

The extension keeps Genius as the sole distributor of NGS, which tracks advanced metrics like player speed, used in broadcasts by CBS and ESPN. Genius also retains exclusive rights to supply low-latency “Watch and Bet” video feeds to international sportsbooks, now expanding to U.S. and Canadian markets. “The NFL delivers a tremendous platform,” said Mark Locke, Genius Sports’ CEO.

New Advertising Opportunities

The expanded agreement grants Genius exclusive control over in-game advertising inventory for BetVision streams, a first for NFL sportsbook apps.

Genius will also sell ads across NFL’s digital platforms, like NFL.com and NFL+, via its FANHub platform, launched in 2024 to target fans with programmatic ads. “This represents a key milestone in our FANHub rollout,” Locke said.

The partnership has birthed cutting-edge products. In 2023, BetVision debuted as the first immersive betting stream for NFL games, letting U.S. fans watch and wager on mobile devices. In 2024, the EA Sports Madden NFL Cast blended live game data into a branded broadcast, a hit with gamers.

GeniusIQ, an AI-driven platform, will further personalize betting and broadcast experiences, like tailored odds or augmented stats. “We’re powering ground-breaking innovations,” Lawton noted, citing Second Spectrum’s real-time graphics.