Genius Sports has signed a multi-year extension to its strategic partnership with the National Football League (NFL).

The deal runs to the end of the 2027-28 season, with Genius to retain exclusivity over official NFL data and video distribution.

This includes play-by-play statistics, proprietary Next Gen Stats (NGS) data and official sports betting data. Genius will continue to distribute this to media companies and sports betting operators around the world.

Genius began working with the NFL in 2021 and now powers over 98% of the legal US sports betting market with official NFL data.

The deal also covers exclusive rights to distribute NFL Watch & Bet low latency live game video feeds to sportsbooks internationally. From the 2023-24 season, Genius and the NFL have reached a multi-year agreement to distribute Watch & Bet in the US and Canada.

Genius said it would leverage its machine learning and live streaming technologies to power viewing experiences for fans through Watch & Bet. In addition, Genius will make use of its augmented live video betting products.

“Genius has been an integral part of taking our official data feeds to market and working with sportsbooks to develop new ways for fans to engage with the NFL,” vice-president of business development and strategic investments for the NFL, Brent Lawton, said.

“We’re excited to extend our relationship and look forward to working with them to develop the next generation of NFL fans.”

Genius chief executive Mark Locke added: “In just two years, the NFL and Genius have set a new standard for data-driven fan engagement. We look forward to powering immersive experiences for NFL fans, broadcasters, teams, sportsbooks, brands and more.

“Also, Genius Sports will continue to help safeguard the integrity of all NFL games, which is critically important to the NFL, by continuing to provide our 24/7 bet monitoring services.”

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