Access to a powerful range of services
FanDuel has come to an agreement with Genius Sports Limited to expand its current partnership to include official NFL data, media products, trading services, and content. Genius Sports announced the extension on Monday; FanDuel has exclusive access to these types of NFL content.
believes that this partnership extension will allow it to provide more value to customers
As part of this expansion, FanDuel will also get access to the NFL’s sports betting advertising inventory for the digital platforms it owns and operates. The sportsbook operator believes that this partnership extension will allow it to provide more value to customers across the full user lifecycle. This ranges from user acquisition to pre-game and in-game wagering, allowing FanDuel to boost its player retention figures.
FanDuel will also be getting access to the in-play content powered by official data from Genius Sports across numerous other sports. Genius Sports also has partnerships in place with the likes of the English Premier League, NASCAR, and many leading soccer leagues across the world.
Better engaging customers
Genius Sports CEO Mark Locke spoke about the delight the company has in signing this new deal with FanDuel. He believes that Genius Sports can help the betting operator to “create the most compelling and contextual sports betting experience possible” for its users.
He spoke about how FanDuel will be able to better engage and monetize its user base through each step of their journey as a result of this data-driven approach. Locke said: “We couldn’t be more proud to be expanding our relationship with a clear giant of US sports betting in a way that entirely validates our long-held strategic vision.”
FanDuel Group general manager Niall Connell also said that the new agreement helps FanDuel achieve its goal of looking at ways to boost its product offering. He believes that getting access to the new suite of Genius Sports offerings will allow FanDuel to better serve its user base.
Partnerships with the NFL
FanDuel holds the biggest market share in the US sports betting sector. Currently, there are FanDuel online sportsbooks operational in 11 states. It is already an official sports betting partner of the NFL, beginning their agreement in April.
Also in April, Genius Sports won the bidding contest to become the exclusive live streaming partner of the NFL, as well as becoming the sole distributor of play-by-play real-time stats. The deal, worth about $1bn, allows sportsbooks such as FanDuel to gain access to the league’s official sports betting data feed from Genius Sports, as well as its proprietary Next Gen Stats data.
Genius Sports has already signed extended partnerships with numerous US sportsbooks on the back of becoming the NFL’s exclusive data distributor, includes deals with DraftKings, WynnBET, and Caesars.