NFL Partners with Genius Sports: The data renaissance has made its way to the NFL. Listen closely to any of the broadcasts from this past season and you will hear the announcers talk about advanced metrics, DVOA, and win percentage when going for it on fourth down.

Whether it is used for betting by fans, in-game analysis from the announcers, or franchises looking for an edge the use of data and analytics is now ingrained in the NFL.

If broadcasting deals were the number one priority this off-season then sports betting and data deals are numbers two and three. The right to use this data is becoming a massive revenue stream for the NFL.

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On the heels of the massive 10 years $113 billion broadcast deal comes another multi-year billion-dollar partnership. The NFL announced that it would be switching data partners from Sportradar to Genius Sports in a multi-year $1billion dollar contract that also gives the NFL equity options is Genius.

“We’re 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 enhance NFL content on media and betting platforms.”

The partnership between the NFL and Genius Sports makes the London-based data and sports technology company the sole distributor of its data properties domestically and internationally. The most important of these properties is the league’s “Next Gen Stats” which captures real-time location data, speed and acceleration for every player, every play on every inch of the field.

As part of the contract, Genius will also deploy its integrity services to assist the NFL in monitoring betting and any irregularities that may arise from betting patterns. As sports gambling is being legalized across the US, this assistance will prove extremely valuable in getting a jump start on integrating it into the NFL.

Lining up gambling systems with Genius will be an issue to some domestic sportsbooks if they do not have a deal with Genius already. BETMGM, FanDuel, and William Hill are the lucky few that won’t have to worry about that.

About NFL’s New Betting Partner Genius Sports

Genius Sports was founded in 2016 following a merger between technology and data supplier Betgenius, and SportingPulse International, a sports data and software business to the betting industry. Genius manages an ecosystem of sports, betting, and media that is used in over 150 countries worldwide.

According to their website, their service is empowering sports to capture, manage and distribute their live data and video, driving their digital transformation and enhancing their relationships with fans. Genius is the trusted partner to over 500 sports organizations globally, including many of the world’s largest leagues and federations such as the NBA, Premier League, FIBA, NCAA, and PGA Tour.

With the NFL receiving equity in Genius as part of the deal it could prove out to be a smart investment in the future.

Genius named former Turner Sports boss David Levy as its new CEO on March 25th. Earlier this year the sports tech firm was valued at $1.5 billion after going public through a Special Purpose Acquisition Company (SPAC) with dMY Technology Group.

Partnering with an international company is in line with other moves by the NFL to reach a global audience.

As part of the new 17 game season expansion, owners also voted there will be at least four games played internationally every season starting in 2022. Sites include London, Mexico, and potentially Germany and Canada.


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