Caesars Sportsbook has become the second US operator to sign up for the official data feed for NFL betting.
The deal announced Tuesday gives Caesars access to Genius Sports’ entire product offering, including:
- Official NFL data
- Official league data from other leagues such as the English Premier League, Liga MX and NASCAR
- Live streaming for more than 170,000 events a year
The agreement comes as little surprise, with Caesars one of the NFL’s ‘tri-exclusive’ partners announced earlier this year. That deal required Caesars Sportsbook to use the official data feed.
Genius subsequently announced a similar deal with WynnBET on Tuesday evening.
What is NFL official league data?
The NFL official league data product covers the “full player lifecycle,” per Genius. That means using assets like NFL.com and NFL logos on digital ads to acquire customers and retain them.
As for the odds feed itself, it reportedly will be around six seconds quicker than unofficial versions. Eliminating latency is vital for in-play wagering.
The official feed can also offer markets based on proprietary data like Next Gen Stats, taken from tracking chips in player shoulder pads.
Caesar the day
Genius Sports will also become a programmatic advertising partner to Caesars Entertainment to help acquire customers.
“We look forward to improving our NFL sportsbook offerings through this partnership by giving customers a more engaging and exciting way to play,” said Kenneth Fuchs, head of sports at Caesars Entertainment. “We know how exciting NFL betting is for our players and through our partnership with Genius, we can now provide bettors with the live NFL data they need to make wagers like a true Caesar.”
Caesars is investing heavily in marketing this NFL season, having recently relaunched its sportsbook product. The company rolled out a nationwide marketing campaign and secured naming rights for the New Orleans Superdome.
Genius NFL data picking up momentum?
For Genius, the deal marks its second customer for official NFL data after DraftKings Sportsbook.
The provider will likely have at least five more operator partners before NFL betting kicks off.
“We are thrilled that Caesars Entertainment has recognized our investment in official sports data as it fuels the next generation of fan experiences,” said Mark Locke, CEO at Genius Sports.
NFL suddenly all-in on sports betting
As for the NFL, it has leaned fully into sports betting this season.
It now has seven sportsbook partners and is rolling out betting content across its media properties.
It is a far cry from the “irreparable harm” that betting used to do to the league, per comments from past years.
