The NFL and sports data company Genius Sports have reached an agreement to extend their pre-existing deal until the end of the 2027-28 season. 

Genius has been providing betting operators with NFL real-time stats since the inception of their partnership in 2021, and will now look to provide its Next Gen Stats (NGS) package to enhance its offering. 

Moreover, Genius will also continue to distribute official NFL live streams to international sportsbooks. 

The sports tech firm provides 98% of the US sports betting industry with official NFL data, while the NGS feed has become embedded into NFL broadcasts nationwide using Genius subsidiary’s Second Spectrum real-time augmentation engine. 

Brent Lawton, Vice President, Business Development & Strategic Investments for the NFL, commented: “Since our partnership began in 2021, Genius Sports has been an integral part of taking our official data feeds to market and working with sportsbooks to develop new ways for fans to engage with the NFL. 

“We’re excited to extend our relationship with Genius and look forward to working with them to develop the next generation of NFL fans.”

The extension also entails that the ‘Watch & Bet’ feature will now be available to sports betting companies in the US and Canada, allowing NFL fans to watch games on the sportsbook app of their choice to enhance the overall user experience. 

Consequently, the sports tech and data provider will use its machine learning capabilities to “power enhanced viewing experiences for NFL fans”, as well as further develop its augmented live video betting products. 

“We are thrilled to extend our partnership with the NFL for five further seasons from today, through Super Bowl LXII,” added Mark Locke, CEO of Genius Sports. 

“In just two years, the NFL and Genius Sports have set a new standard for data-driven fan engagement, and we look forward to powering immersive experiences for NFL fans, broadcasters, teams, sportsbooks, brands and more. 

“Also, Genius Sports will continue to help safeguard the integrity of all NFL games, which is critically important to the NFL, by continuing to provide our 24/7 bet monitoring services.”

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