NFL selects Genius Sports as official data distributor

The NFL has chosen Genius Sports as the exclusive distributor of its official data in both the US and globally.

As part of a strategic partnership between the league and the sports data provider, the two parties will establish an innovation hub to develop fan engagement offerings and modernize data products.

Genius Sports will also have the rights to distribute live audio-visual game feeds to sportsbooks in international markets after taking over the contract from previous rights holders Sportradar.

The supplier’s media arm will represent the NFL’s legalized sports betting advertising inventory across the league’s digital platforms globally.

A statement on the deal said the partnership would drive the continued innovation of the NFL’s data feeds to provide fans and bettors with accurate, fast, and robust statistics and content.

CNBC reported in March that the NFL was looking for up to $100m a year for official data distribution rights.

“We look forward to working with Genius as we continue to innovate and enhance NFL content on media and betting platforms,” said Kevin LaForce, SVP, media strategy and business development for the NFL.

“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,” Mark Locke, CEO of Genius Sports, 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 added.

Last month Genius Sports appointed Raine Group VP Rob Pietroforte as the group’s new director of M&A ahead of it going public via a SPAC.