Genius Sports Extends Partnership with NFL Until 2029

Genius Sports has signed a multi-year extension of its technology partnership with the National Football League (NFL), cementing its role as the league’s exclusive partner for official data distribution, live betting content, and international advertising rights through the 2029 season. The expanded agreement builds on a collaboration that began in 2021 and had already been extended once, with the previous contract set to expire in 2028. With this new deal, Genius Sports not only maintains its current services but also takes on a broader range of responsibilities across media, fan engagement, and integrity operations.

The Developments

As part of the extended arrangement, Genius Sports will continue to serve as the exclusive distributor of the NFL’s official play-by-play data and its proprietary Next Gen Stats. This data package, which includes real-time game statistics and advanced player tracking, will remain central to the NFL’s content ecosystem, fueling analytics for broadcasters, fantasy platforms, and sportsbooks worldwide. Genius will also continue to provide the league’s official sports betting data feed to operators and media partners, ensuring accuracy and speed in a sector where both are critical. Additionally, Genius retains its role as the exclusive global supplier of low-latency “watch and bet” live NFL games to sportsbooks, allowing international betting audiences to stream and interact with games in real-time.

A significant new element of the agreement is Genius’s expanded role in managing the NFL’s advertising inventory. The company will now serve as the exclusive reseller of the league’s international owned-and-operated digital ad space, as well as its legal sports betting ad inventory in the U.S. This aspect of the deal will be powered by FANHub, Genius’s proprietary platform designed to integrate marketing, content personalization, and gamified fan experiences. Both organizations have indicated plans to explore additional activation opportunities through FANHub, aiming to create more immersive digital experiences that deepen fan engagement and deliver value for advertisers.

The partnership also emphasizes innovation and joint development of new products and technologies. Genius and the NFL plan to build on past collaborative efforts, such as BetVision—a mobile streaming service introduced in 2023 that delivers low-latency game footage enhanced with real-time betting data and interactive features. In 2024, the two organizations also partnered on a branded Madden NFL broadcast, combining esports presentation with traditional sports media. Moving forward, GeniusIQ, the company’s artificial intelligence and data platform, will continue to underpin solutions across betting, advertising, broadcast production, and fan engagement. In parallel, Genius will maintain its responsibility for delivering integrity services for all NFL games and major events, helping to ensure fair play and trust in outcomes across the league.

NFL Vice President of Development & Strategic Investments Brent Lawton praised Genius Sports for its contributions over the past four years and expressed optimism about the future of the partnership. “Across data, video, advertising, and integrity services, Genius has proven to be an important strategic partner through the first four seasons of our partnership,” Lawton said. “We are excited to extend and expand our partnership as we continue to collaborate on innovative ways to deliver content to NFL fans.”

Our expanded NFL partnership further strengthens our leading position at the heart of the sports technology ecosystem and sets a new standard for data-driven, immersive fan experiences.

Conclusion

Genius Sports CEO Mark Locke described the agreement as a major advancement for the company’s long-term vision. “Our expanded NFL partnership further strengthens our leading position at the heart of the sports technology ecosystem,” Locke said. “It represents a key milestone in our FANHub rollout, setting a new standard for data-driven, immersive experiences for NFL fans, broadcasters, teams, sportsbooks, brands, and sponsors.”

The extended partnership signals the NFL’s continued commitment to technology-led fan experiences and reaffirms Genius Sports’s standing as a central figure in the evolving landscape of sports data, live content, and interactive engagement. As the league and its partners explore new digital frontiers, this agreement positions both organizations to remain at the forefront of innovation in how football is experienced, analyzed, and commercialized around the world.