NFL Names Genius Sports Group Exclusive Sports Betting Data Distributor

  • Next Gen Stats will be used for play-by-play real-time statistics
  • The NFL chose Genius Sports Group instead of its former data partner Sportradar
  • An undisclosed stake in the tech company was part of the deal
  • The NFL and DraftKings recently expanded a partnership deal into Canada
NFL logo on locker room floor
The NFL has selected the Genius Sports Group as its new, exclusive distributor of sports betting data, taking an equity stake in the company as part of the deal. [Image: Shutterstock.com]

Official league data distributor

The National Football League (NFL) has announced a new multi-year strategic agreement with Genius Sports Group. Genius will become the league’s exclusive distributor of sports betting data to both media outlets and sports betting companies.

Genius posted about the new partnership deal on Twitter:

The tech company is also now the official distributor of real-time play-by-play statistics via Next Gen Stats (NGS) data, technology that is proprietary to Genius.

Details of the Genius Sports Group deal

The NFL decided to partner with Genius Sports Group after a lengthy bidding process. The terms of the deal were not provided, but reports indicate that the partnership will last for four years and includes an equity stake in the company.

With a stake in Genius, the NFL now has an piece of two major sports data firms. The league already has a stake in Sportradar, its former data partner. It was expected that the NFL would renew its agreement with Sportradar, so the team-up with Genius came as a bit of a surprise to industry insiders.

provides data to over 500 sports organizations in over 150 countries

Genius currently provides data to over 500 sports organizations in over 150 countries. SPAC dMY Technology Group II is currently working to take Genius Sports public. After the NFL deal announcement, the company’s share price was up 25% in after-hours trading.

Working together

Genius and the NFL will work together to create a technology center dedicated to driving the future of betting for the league. Data feeds, products, and fan engagement options will be the focus of the new hub.

The two will also focus on providing fans with accurate and fast statistics and content. The information provided via official league data ensures that fans of the sport will enjoy the best possible user experience and provides consumer protections.

Kevin LaForce, senior vice president of media strategy and business development for the NFL, said that the league is excited to see Genius Sports join the family, stating: “We look forward to working with Genius as we continue to innovate and enhance NFL content on media and betting platforms.”

Genius will also focus on the advertising inventory of NFL legal sports betting via the league’s digital platforms in the US and abroad. With these assets, the tech company will use quality tools to drive metrics for customer acquisition and turnover.

Canada development

The Genius Sports deal is not the only recent hook-up for the NFL. In February, the league announced that its daily fantasy sports partnership with DraftKings was moving into Canada. The partnership was initially focused on the US.

The expanded agreement appears to be a way to work into Canada’s sports betting market by starting with DFS. Single-game sports betting legalization is under consideration in the country. This would set up DraftKings and the NFL in perfect positioning to expand in the future.