Partnership expansion

FanDuel and Genius Sports add official NFL data and content to their existing deal

United States
Reading time 1:35 min

Genius Sports has signed a new agreement with FanDuel Group to provide the sports betting giant with a range of official NFL data, content, media products and trading services, both parties announced on Monday.

In April 2021, FanDuel was selected as one of the NFL’s official sports betting partners while during the same period, Genius Sports became the league’s exclusive live streaming partner and distributor of real-time official play-by-play statistics. Genius can thus provide sportsbook partners such as FanDuel with access to its proprietary Next Gen Stats (NGS) data. Now, FanDuel designates Genius Sports as a preferred programmatic marketing partner.

Via this new deal, FanDuel will implement Genius Sports’ NFL offering. The assets, alongside the NFL’s official data feeds, are expected to create value for FanDuel across the full player lifecycle, from player acquisition to pre-match and in-game betting, through to long-term customer retention.

Moreover, FanDuel will also have access to Genius Sports’ official data-powered in-play content and live trading solutions. The data and technology provider also has exclusive official data partnerships in a number of leagues and sports, including NASCAR, the English Premier League, LigaMX, Argentinian and Colombian soccer, among others.

“We are delighted to partner with FanDuel to help them create the most compelling and contextual sports betting experience possible,” said Mark Locke, CEO of Genius Sports. “With official data at its heart, this partnership enables FanDuel to better engage and monetize its customer base at every step of their journey.”

“We are always looking for ways to improve our product and the data opportunities gained via this agreement help FanDuel achieve that objective,” added Niall Connell, General Manager of FanDuel Group. “The new suite of offerings including official NFL data will enable us to better serve our customers.”

All of the NFL’s official sports betting partners have committed to buying data from Genius Sports after it paid a hefty price to become the exclusive provider of the league. FanDuel has now become the latest to finalize a data agreement with the company. The terms of the agreement haven’t been announced.

The NFL first announced three sports betting partners -Caesars, DraftKings and FanDuel- in April, followed then by four more: Fox Bet, BetMGM, WynnBet and PointsBet, which all have committed to buying data from Genius.

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