Genius Sports will remain the official NFL betting data partner through at least the 2027-28 season.
A multi-year extension between Genius Sports and the NFL was announced Thursday.
The NFL betting deal enables Genius Sports to retain its exclusivity on distributing low-latency “Watch & Bet” live game video feeds to US sportsbooks.
Genius Sports has been the NFL’s official data partner since 2021, when it replaced rival Sportradar. LSR reporting at the time indicated the original deal to be valued near $100 million.
Specifics of NFL betting deal
As noted in a news release from Genius:
- Genius Sports will remain the exclusive distributor of the NFL’s official live game data and “Next Gen Stats” feeds to global media and wagering markets.
- Additionally, the deal includes exclusive rights to distribute digital advertising inventory, marks and logos to global sportsbooks.
- NFL low-latency “Watch & Bet” live game video feeds can also be distributed to international sportsbooks.
- Integrity monitoring services for all games are included.
NFL betting interest up on microbets
Latency can have a major effect on the ability to bet live, including on emerging wager types like microbetting. Interest in NFL microbetting has grown, even as the technology remains a work in progress.
Simplebet, a B2B platform which powers microbetting at multiple sportsbooks, saw an 84% increase in year-over-year Super Bowl handle. Simplebet added it took more than 3.7 million bets across last season’s NFL playoffs.
More than $1 million was wagered on the Kansas City Chiefs’ final drive in their 38-35 victory over the Philadelphia Eagles in Super Bowl LVII, the company said.
Betting suspensions lead to scrutiny
However, despite being a significant revenue generator, the NFL’s financial relationship with sports betting operators has come under scrutiny.
Multiple players have faced bans of between six games and at least one season for violating the league’s gambling policy. The league recently held a conference call with reporters to go over its updated policies and educational awareness efforts with players and team personnel.