NFL and Genius Sports extend data and betting partnership through 2029
The NFL has agreed a multi-year extension and expansion of its technology partnership with Genius Sports, covering official data, betting streams and advertising.
The National Football League (NFL) and Genius Sports Limited have extended and broadened their existing strategic partnership in a deal that will run through the end of the 2029 NFL season, the companies announced on 11 June 2025.
Under the agreement, Genius Sports will continue as the NFL’s exclusive distributor of official data, including real-time play-by-play statistics, Next Gen Stats and the League’s official sports betting data feed, supplying media companies and sportsbooks worldwide.
Expanded advertising and streaming remit
Genius Sports remains the sole provider of low-latency live NFL games for watch-and-bet purposes internationally, a service that underpins its BetVision streaming product. The expanded deal now also gives Genius Sports exclusive rights to represent in-game advertising inventory within BetVision.
The firm will continue to act as an official reseller of the NFL’s international owned and operated advertising inventory, as well as its US legalised sports betting advertising inventory, through its FANHub platform. Both parties said they would work together on further ways to activate inventory via FANHub.
Building on existing products
The partnership has already produced BetVision, described as the first immersive sports betting streaming solution for local and national NFL games on mobile devices in the US, launched in 2023, and the EA SPORTS Madden NFL Cast, a branded live broadcast introduced in 2024. Genius Sports said its GeniusIQ data and AI platform would continue to support betting, advertising, broadcast and fan engagement applications across the NFL.
The companies also confirmed that Genius Sports will keep providing integrity services across NFL games and major events, a function both sides said remains central to the league’s approach to legalised betting.
Brent Lawton, the NFL’s vice president of business development and strategic investments, said Genius Sports had proven an important partner across data, video, advertising and integrity services during the first four seasons of the relationship, and that the league was keen to keep developing new ways to reach fans.
Mark Locke, chief executive of Genius Sports, said the NFL offered a significant platform for growth and that the expanded deal reinforced the company’s position in sports technology, marking a key step in the rollout of FANHub across betting, broadcast and advertising audiences.