National Football League agrees data rights deal with Genius Sports

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The National Football League has a new data rights partner and is entering 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 stats, 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 provided, but a person familiar with the pact told CNBC it is a four-year cash and equity deal with options. The deal could be valued at $1 billion over the life of the contract if additional years are raised. Last month, CNBC reported that the NFL was negotiating for the rights and seeking $100 million a year.

“We are excited to welcome Genius Sports to the NFL family,” Kevin LaForce, NFL senior vice president of media strategy and business development, said in a statement. “We look forward to working with Genius as we continue to innovate and improve NFL content across media and gambling platforms.”

As part of the agreement with the NFL, Genius can use live audiovisual game feeds for sportsbooks in international markets. And Genius will “represent the NFL’s legalized sports betting ad inventory across the NFL’s digital platforms in the US and international markets.”

Genius will also provide its integrity services to monitor NFL game bets as the league strategizes its approach to sports betting. Maintaining integrity around the product will be essential.

Genius Named Former Turner Sports Boss David Levy as new chairman on March 25 and is appreciated on gewaardeerd $1.5 billion after going public last October through a merger of a special purpose company with technology company dMY Technology Group II. The company is currently listed on the New York Stock Exchange and Genius will be listed under “GENI” once the deal becomes official.

The company has similarities with gaming companies such as Flutter Entertainment, which owns FanDuel, William Hill of Caesars, BetMGM of MGM and PointsBet.

“Genius is proud and excited to partner exclusively with the NFL to bring about a new era of digital fan engagement for professional sports leagues everywhere,” said Mark Locke, CEO of Genius Sports, in a statement. “Our technology leads the world in the convergence of official data, betting, streaming and digital media and we are excited to bring our unique capabilities to the world’s preeminent sports competition.”

The NFL had an agreement with Sports radar to provide its data and has equity in that company dating back to 2015. Sportradar expanded its data agreement with the National Basketball Association last October.

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