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NFL Brings In Genius Sports As Data Partner


The NFL has announced a new partnership with UK-based data and technology company, Genius Sports, becoming the new exclusive official data partner of the league.

The six-year partnership sees Genius Sports replace Sportradar for a reported fee of USD$120 million (AUD$156.7 million) per year, with half of the finance to be paid through equity in Genius Sports, according to Sports Business Journal.

It was also reported the previous deal with Sportradar was for a figure around USD$20 million (AUD$26 million) per year with a similar equity portion of the agreement in place.

As part of the deal, Genius Sports will distribute play-by-play statistics in real time, along with the league’s official sports betting data feed to media companies and sportsbooks across the US and around the world.

Genius Sports chief executive, Mark Locke, said the two parties will work to develop a technology hub in an effort to improve the NFL’s data feeds, data products, and fan engagement offerings, and to monitor NFL betting transactions.

“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,” Locke said.

“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,” he said.

The deal also covers integrity matters for the NFL, with Genius set to monitor all NFL matches, pre-season, regular, and post-season games through its integrity unit, with the NFL to have access to Genius’ integrity education initiatives.

NFL senior vice president of media strategy and business development, Kevin LaForce, 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,” LaForce said.

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