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The Falcons ‘Matt Ryan (2) is chased by the Bucs’ Ndamukong Suh (93) in the regular season game between the Atlanta Falcons and the Tampa Bay Buccaneers on January 03, 2021 at Raymond James Stadium in Tampa, Fla.
Cliff Welch | Icon Sportswire | Getty Images
The National Football League has a new partner for data rights, agreeing to a multi-year partnership with London-based data and technology company Genius Sports.
The agreement makes Genius the official data provider for NFL games. It will broadcast 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 nationally and internationally.
Terms were not provided, but someone familiar with the pact told CNBC that it was a four-year cash and equity deal with options. The deal could be valued at $ 1 billion over the life of the contract if more years are taken. Last month, CNBC reported that the NFL was negotiating for the rights and asking for $ 100 million a year.
“We are delighted to welcome Genius Sports to the NFL family,” said Kevin LaForce, senior vice president of NFL media strategy and business development, in a statement. “We look forward to working with Genius as we continue to innovate and improve NFL content on media and betting platforms.”
As part of its agreement with the NFL, Genius may leverage live audio-visual game streams to sports betting in international markets. And Genius “will represent the NFL’s legalized sports betting advertising inventory on digital platforms owned and operated by the NFL in the United States and in international markets.”
Genius will also provide its integrity services to monitor betting around NFL games, as the league develops a strategy for its approach to sports betting. Maintaining the integrity around your product will be essential.
Genius named former Turner Sports boss David Levy as its new chairman on March 25 and is valued at $ 1.5 billion after its IPO in a special purpose acquisition company merger with the technology company dMY Technology Group II last October. The company is currently listed on the New York Stock Exchange and Genius will be listed under “GENI” once the deal becomes official.
FanDuel application
Andrew Harrer | Bloomberg | Getty Images
The company has deals with game companies like 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 establish a new era of digital fan engagement for professional sports leagues around the world,” said Mark Locke, CEO of Genius Sports, in a statement. “Our technology is the global leader in the convergence of official data, betting, streaming and digital media and we are excited to bring our unique capabilities to the world’s premier sports league.”
The NFL had an agreement with Sportradar to provide its data and has equity in this company dating back to 2015. Sportradar extended its data agreement with the National Basketball Association last October.
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