The National Football League (NFL) has extended and expanded its long-term strategic partnership with Genius Sports, securing the technology provider’s services across data distribution, in-game video, and digital advertising.
Under the renewed multi-year agreement, Genius Sports will continue to serve as the NFL’s exclusive global distributor of official real-time play-by-play statistics, proprietary Next Gen Stats (NGS), and the league’s official sports betting data feed. These assets will be delivered to both igaming operators and media companies worldwide.
As part of the expanded arrangement, Genius Sports will also retain its role as the exclusive distributor of low-latency live game video for “watch and bet” sportsbook integrations outside the United States. Additionally, the company will now exclusively manage in-game advertising inventory for the NFL, building on its ongoing role as an international reseller of the league’s digital media and regulated betting-related advertising.
The agreement continues to leverage Genius Sports’ proprietary FANHub platform to enable media engagement, betting integrations, and fan targeting. The two parties also plan to deepen collaboration on fan engagement initiatives across the league’s ecosystem.
In recent years, the partnership has produced activations such as BetVision, a streaming solution for mobile sportsbooks launched in 2023, and the EA SPORTS Madden NFL Cast, a co-branded digital broadcast experience introduced in 2024.
The NFL’s commitment to game integrity remains central to its regulated betting strategy, and Genius Sports will continue to support integrity monitoring and compliance measures across the league’s calendar, including high-profile tentpole events.
This deal positions Genius Sports to play a continued role in shaping the igaming and data ecosystem around American football as fan engagement and betting integrations evolve across digital platforms.
“Across data, video, advertising, and integrity services, Genius has proven to be an important strategic partner through the first four seasons of our partnership,” said Brent Lawton, VP of Business Development & Strategic Investments at the NFL. “We are excited to extend and expand our partnership as we continue to partner on innovative ways to deliver content to NFL fans.”
“The NFL delivers a tremendous platform to accelerate our business, and we are thrilled to extend and grow our strategic partnership,” said Mark Locke, CEO of Genius Sports. “Our expanded NFL partnership further strengthens our leading position at the heart of the sports technology ecosystem, and represents a key milestone in our FANHub rollout, setting a new standard for data-driven immersive experiences for NFL fans, broadcasters, teams, sportsbooks, brands, and sponsors.”
