DraftKings Enters Partnership With NFL Data Partner Genius Sports

  • DraftKings will get access to exclusive NFL data and other services through this deal
  • DraftKings sportsbooks will now also be able to offer the BetBuilder custom parlay bet tool
  • Genius Sports became the exclusive data rights partner of the NFL in April
  • The four-year deal is worth up to a reported $1bn
Genius sports logo
DraftKings has entered into a multi-year deal with sports data firm Genius Sports, the NFL’s exclusive data rights partner. [Image: Shutterstock.com]

A multi-year deal

DraftKings has signed an agreement with the NFL’s exclusive data partner, Genius Sports. The gambling operator announced the multi-year deal on Wednesday, which will give it access to exclusive sportsbook data for NFL games.

access Genius Sports’ live video feeds that cover more than 170,000 sports events annually

DraftKings will also be able to access Genius Sports’ live video feeds that cover more than 170,000 sports events annually, as well as utilize fan retention services such as marketing technology in order to attract and hold onto users. DraftKings will be able to use the marketing software to purchase ad space during key moments in live sporting events. There was no disclosure of the financial terms of this agreement.

A mutually beneficial partnership

Another aspect of this partnership will see DraftKings integrate BetBuilder, a fully automated way for people to build single-game parlay wagers.

DraftKings chief business officer Ezra Kucharz spoke about this “mutually beneficial partnership” by saying that the collaboration will allow the gambling operator to “expand on the capabilities of our products and provide new and exciting features for our customers like single-game parlays.”

backed by the largest leagues in world sports, including the NFL”

Genius Sports chief executive Mark Locke also welcomed the deal. Speaking about how this new partnership showcases its commitment to helping sportsbooks to stand out from the crowd, he said: “Our data, trading, streaming and marketing services deliver a complete set of sportsbook solutions that are backed by the largest leagues in world sports, including the NFL.”

Genius Sports is reportedly looking at entering similar deals with other major sportsbook operators. It is charging DraftKings about 4% of pre-game gross gaming revenue and 6% of in-play gross gaming revenue for its services.

Working alongside the NFL

DraftKings is already one of three official sports betting partners of the NFL, signing an agreement in April along with FanDuel and Caesars. This gives the sportsbooks the ability to use the NFL logo and intellectual property when it comes to betting offers. They can also engage in content sharing with the NFL, utilizing things such as Next Gen Stats and NFL game highlights.

DraftKings currently has sportsbooks live in 14 states. It also has partnership agreements in place with numerous major sports organizations like the NFL, MLB, NBA, UFC, and the PGA Tour.

Also in April 2021, Genius Sports was announced as the exclusive data rights partner of the NFL. This allows it to distribute the NFL’s Next Gen Stats and real-time play-by-play data. The four-year deal could reportedly be worth up to $1bn. The NFL also took a 5% stake in Genius Sports as part of the agreement.

Other major sports organizations with which Genius Sports has deals include NASCAR, MLB, NBA, and the English Premier League. Genius Sports also went public recently after merging with a special purpose acquisition company (SPAC).