The NCAA will allow licensed sportsbooks to use its official data, marks, and logos for the first time through an expanded partnership with Genius Sports, the companies announced Friday.
Under the agreement, Genius Sports becomes the exclusive distributor of official NCAA data to sportsbooks for all postseason championships — including the men’s and women’s basketball tournaments — through 2032. The deal does not cover data from the College Football Playoff, which is not part of the NCAA.
As part of the NCAA’s Authorized Gaming Licensee program, participating sportsbooks will receive access to official data feeds and branding rights, as long as they meet certain integrity conditions tied to responsible gaming.
NCAA strengthens betting relationships
According to the NCAA, sportsbooks must also fully cooperate with investigations and provide information including geolocation and device data. The NCAA reserves the right to terminate any sportsbook’s data license if those standards are violated.
Revenue from the partnership will support educational programs related to sports betting harm and efforts to prevent the harassment of student-athletes, coaches, and officials.
“The NCAA has and will continue to be a national leader in advancing responsible gaming policies,” Tim Buckley, NCAA senior vice president of external affairs, said in a statement. “This extended partnership with Genius Sports continues that commitment with a first-of-its-kind ban on high-risk proposition bets, specifically underperformance wagers, negative outcome bets and wagers on injuries, officials’ decisions or fan-voted awards.”
Genius announces AI-powered data tracking
The company also unveiled GeniusIQ, an AI-powered platform built to enhance college sports analysis and fan engagement through real-time insights and advanced metrics.
“Since 2018, Genius Sports’ technology has transformed the college sports data ecosystem,” said Genius Sports CEO Mark Locke. “This extension is a powerful endorsement of our vision, delivering cutting-edge data solutions to support NCAA schools while connecting our sportsbook partners with the highest quality NCAA official content, alongside our exclusive NFL and Premier League rights. Most importantly, it’s a partnership grounded in innovation, integrity, and a shared commitment to the future of collegiate athletics.”
Genius Sports has operated as the NCAA’s official data and stats provider since 2018 through its LiveStats platform, which supports more than 70,000 games annually. Schools and conferences will continue to receive free access to LiveStats under the new agreement.
