Falcons’ Matt Ryan (2) is chased by Ndamukong Suh (93) of the Bucs during the regular season game between the Atlanta Falcons and the Tampa Bay Buccaneers on January 3, 2021 at Raymond James Stadium in Tampa, Florida.
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The National Football League has a new data rights partner who has entered into a multi-year partnership with London-based data and technology company Genius Sports.
The deal makes Genius the official data provider for NFL games. It will distribute real-time play-by-play statistics, the league’s next gen stats, and provide sports betting data feeds to media companies and sports betting companies at home and abroad.
No terms were specified, but a person familiar with the pact told CNBC that it was a four-year cash and equity arrangement with options. The deal could be valued at $ 1 billion over the life of the contract if more years are drawn. Last month, CNBC reported that the NFL was negotiating the rights and aiming for $ 100 million a year.
“We are excited to welcome Genius Sports to the NFL family,” said Kevin LaForce, senior vice president of media strategy and business development for NFL, in a statement. “We look forward to working with Genius as we continue to innovate and improve NFL content across media and betting platforms.”
Under its agreement with the NFL, Genius can use live audiovisual game feeds for sports betting in international markets. And Genius will “display the NFL’s legalized advertising inventory for sports betting on the NFL’s own and operated digital platforms in the US and international markets.”
Genius will also provide its integrity services to monitor betting related to NFL games as the league strategically aligns its approach to sports betting. Maintaining the integrity of the product is vital.
Genius named former Turner Sports boss David Levy as its new chairman on March 25, and is valued at $ 1.5 billion after going public last October through a merger of an acquisition company with technology company dMY Technology Group II had gone. The company is currently listed on the New York Stock Exchange and Genius will be listed as “GENI” when the deal becomes official.
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The company has agreements with game companies such as Flutter Entertainment, which include FanDuel, Caesars’ William Hill, MGM’s BetMGM and PointsBet.
“Genius is proud and excited to be working exclusively with the NFL to usher in a new era of digital fan engagement for professional sports leagues everywhere,” said Mark Locke, CEO of Genius Sports, in a statement. “Our technology is the world leader in the convergence of official data, betting, streaming and digital media. We are excited to bring our unique skills to the world’s premier sports league.”
The NFL had an agreement with Sportradar to provide their data and has been involved in this company since 2015. Sportradar extended its data contract with the National Basketball Association last October.