Genius Sports has signed its latest US partner, putting pen to paper with Los Angeles Rams of the National Football League (NFL).
The UK-founded sportstech firm’s deal with the NFL side focuses chiefly on fan engagement. The company will develop augmented, data-driven in-game highlights from the LA franchise’s SoFi Stadium.
These highlights will be displayed on the Infinity Screen, powered by the GeniusIQ, and will feature NGS insights like player locators and speeds. The team’s sponsorship deal with key partner Verizon will also be incorporated, with Genius detailing that the firm’s logo will be ‘integrated at crucial times within the highlights’.
Kathryn Kai-ling Frederick, Chief Marketing Officer at Los Angeles Rams, remarked: “Since opening SoFi Stadium in 2020, we continuously look to team up with best-in-class companies to set the gameday standard at the Rams House.
“We are thrilled to work with Genius Sports to deliver this unprecedented experience to our fans and grateful to our partner Verizon for elevating this content.”
Though founded in the UK, Genius Sports has built up an impressive profile in the US. The company is the official data partner and distributor for the NFL, the most widely-viewed sports league in the US, distributing its data to relevant stakeholders like bookmakers and media.
Partnering with the Rams further strengthens the company’s links to the NFL, whilst its other major US sports endeavours include a deal with the NBA. Closer to home, two of its flagship partners are the Premier League and English Football League, via a deal with English football’s data rights holder, Football DataCo.
Steve Bornstein, President, North America of Genius Sports, said: “Connecting our partners and sports fans with the excitement of live sports through memorable experiences is intrinsic to our GeniusIQ offering.
“Our partnership with the Los Angeles Rams breaks new ground in sports fan engagement, combining immersive highlights and rich tracking insights for brands like Verizon. We’re delighted to showcase the enhanced value of Genius Sports with the NFL and the Rams.”
