Genius Sports has signed an agreement with US betting operator DraftKings, providing the latter with official National Football League (NFL) data and content.
The multi-year partnership will see Genius’ data and content power fan engagement solutions, including a range of NFL-related products, whilst the firm’s data-driven advertising tech will be leveraged for customer acquisition and retention.
NYSE-registered Genius will also provide DraftKings with prosperity, official data and live video feeds from in excess of 170,000 events per year, featuring official NFL data products and ‘dynamic content’, and the company’s technology will help drive development of ‘immersive and personalised live experiences’ for fans.
“Being selected by DraftKings, one of the most prolific sportsbook brands in the U.S., is another historic achievement for Genius Sports,” remarked Mark Locke, CEO at Genius Sports.
“This partnership reinforces our commitment to official sports data and demonstrates its intrinsic value in helping our sportsbook partners stand out from the competition. Our data, trading, streaming and marketing services deliver a complete set of sportsbook solutions that are backed by the largest leagues in world sports, including the NFL.”
As one of the NFL’s tri-exclusive official sports betting partners – having secured an agreement with the tournament in April – DraftKings will take advantage of Genius status as the league’s exclusive distributor of real-time official play-by-pay statistics, Next Gen Stats (NGS) data and sports betting data feed.
“We have invested heavily to ensure that our official data is the fastest, richest and most accurate available, and are committed to continued innovation,” said Christopher Halpin, NFL Chief Strategy & Growth Officer.
“With Genius, DraftKings and the NFL working together on official sports data, we will help create a highly engaging, secure and sustainable sports betting environment for fans to enjoy.”
The Nasdaq-listed operator will also become one of the first betting operators to benefit from Genius’ full NFL offering, including NGS. As a result of the agreement, DraftKings will also expand its sports data portfolio to include other tournaments to have partnered with Genius, such as the English Premier League, Mexican Liga MX and Nascar.
This will enable DraftKings to offer its customers a range of new competitions, such as the aforementioned tournaments as well as Argentine and Colombian football and the American Hockey League (AHL).
Finally, DraftKings will deploy Genius and Sportcasts’s BetBuilder single-game parlay solution under the terms of the deal, covering the NFL, National Basketball Association (NBA), National Hockey League (NHL) and Major League Baseball (MLB) as well as further ‘major soccer competitions’.
Ezra Kucharz, Chief Business Officer, DraftKings, commented: “Our customers are at the forefront of all we do and we are always working to better their experience and our products,”
“The mutually beneficial terms of this agreement allow us to leverage Genius’ technology for years to come. We are excited to expand on the capabilities of our products and provide new and exciting features for our customers like single-game parlays, while having confidence in the integrity of the data we utilize to fuel our offerings.”