In the regular season between the Atlanta Falcons and the Tampa Bay Buccaneers on January 3, 2021 at Raymond James Stadium in Tampa, Florida, the Falcons’ Matt Ryan (2) was Ndamukong Suh (93) chasing to Bucs.
Cliff Welch | Icon Sportswire | Getty Images
The National Football League has a new data rights partner that has agreed to establish a multi-year partnership with London-based data and technology company Genius Sports.
The transaction makes Genius the official data provider for NFL games. It will distribute real-time item-by-match statistics, the league̵
No terms were provided, but a person familiar with the agreement told CNBC that it was a four-year cash and equity agreement with options. If it is extended for a few more years, the transaction may be worth $1 billion during the contract period. Last month, CNBC reported that the NFL is negotiating for this right and is seeking $100 million a year.
Kevin LaForce, senior vice president of media strategy and business development at NFL, said in a statement: “We are very pleased to welcome Genius Sports to the NFL family.” “We look forward to working with Genius as we will continue to innovate and enhance media and gaming platforms. NFL content.”
As part of the agreement with the NFL, Genius can use real-time audiovisual game sources to sports betting in the international market. Genius will “represent the legalized sports betting advertising inventory on the NFL digital platform owned and operated by the NFL in the U.S. and international markets.”
As the league is developing a sports betting strategy, Genius will also provide its integrity services to monitor the betting of NFL games. Maintaining product integrity is essential.
Genius appointed Turner Sports’ former boss David Levy as its new chairman on March 25. After merging with a special purpose acquisition company and technology company dMY Technology Group II in October last year, its market value Reached $1.5 billion. The company is currently listed on the New York Stock Exchange. Once the transaction is officially completed, Genius will be listed under “GENI”.
Andrew Harrer | Bloomberg | Getty Images
The company has reached agreements with game companies such as Flutter Entertainment, which owns FanDuel, Caesars’ William Hill, MGM’s BetMGM and PointsBet.
Genius Sports CEO Mark Locke said in a statement: “Genius is honored to be exclusively working with the NFL to build a new era of digital fan participation for professional sports leagues around the world.” “Our technology is based on official data, betting, We are a world leader in the integration of streaming media and digital media, and we are happy to bring our unique features into the world’s leading sports league.”
The NFL and Sportradar have reached an agreement to provide data and own equity in the company (which dates back to 2015). Sportradar renewed its data agreement with the National Basketball Association in October last year.