NFL, Genius renew association through 2030
The National Football League has renewed its association with Genius Sports through the end of the decade. The British-based company will disseminate NFL data to sports betting operators, extending an association begun in 2021.
Genius takes statistical data from the NFL’s Next Gen Stats platform. The latter crunches players’ on-field performance, including rushing, passing and receiving numbers.
The current NFL/Genius deal was to have expired in 2028. That initial pact was valued at US$120 million. The price of the extension has not been disclosed.
According to Deutsche Bank analyst Steven Pizzella, the new accord “expands the partnership to include certain global digital advertising.” Genius also has issued 9.5 million stock warrants to the NFL, “increasing their equity ownership, further solidifying the relationship, in our view.” The first 4.5 million tranche will vest right away, while the remaining 5 million vest on April 1, 2028.
Pizzella liked the agreement, saying it “extends the NFL partnership, without a competitive bidding process, removing a key overhang on the stock.” He also lauded increased visibility into Genius during the out years of the accord, as well as enlarging the partnership into additional growth opportunities, including into FanHUB, a fan-oriented application that incentivizes prospective bettors into attending live events.
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David McKee is an award-winning journalist who has three decades of experience covering the gaming industry.
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