Mandatory Credit: Jim Rassol-Imagn Images

NFL Expands Stake and Extends Partnership With Genius Sports With an Eye on Enhancing Betting and Data

NFL increases stake in Sports technology firm Genuis Sports

Mandatory Credit: Jim Rassol-Imagn Images

The National Football League (NFL) has increased its equity stake in Genius Sports, a London-based sports technology company whose core competencies lie in data, technology, and broadcast solutions for global sports and the betting industry.

At the same time, the NFL has also extended its partnership with Genius Sports by 2 more years, and will now run through the 2029-30 season. Genius Sports’ tie-up with the NFL allows it to be the sole distributor for real-time, play-by-play, and gambling data to all media companies and sportsbooks across the world.

🚨 Genius Sports has been an integral partner to the @NFL since 2021. And now we're taking things to the next level as we work together to power the future of immersive fan experiences on the biggest league in US sports.

Read the press release: https://t.co/pZqQnqJL8c pic.twitter.com/uNBU2APysw
— Genius Sports (@GeniusSports) June 11, 2025

How Does The New Deal Affect Genius Sports?

As mentioned previously, Genius Sports is already the sole distributor of real-time, play-by-play, and gambling data to sportsbooks internationally, but it will now also be the only firm representing the in-game advertising inventory.

Genius Sports will also continue to be an official reseller of the NFL’s sports betting advertising inventory in the US, which is carried out from the company’s FANHub platform. The deal in place with the NFL will look at enhancing FANHub’s growth in other areas as well.

Genius Sports CEO Mark Locke, in his statement, was happy to acknowledge the NFL as a platform that will help the growth of the business.

“The NFL delivers a tremendous platform to accelerate our business, and we are thrilled to extend and grow our strategic partnership.”

The NFL and Genius Sports have extended their partnership through 2029, expanding their existing collaboration which provides real-time stats, Next Generation Stats (NGS), and sports betting data to league media partners and operators. https://t.co/JPMWRJa4cv
— ADWEEK (@Adweek) June 11, 2025

Also Read: Mike McDaniel Has a Cheeky Response to Jalen Ramsey Trade Talks

How Does the NFL Benefit From the Extension?

As per the new deal that is in place, the NFL is set to receive an additional 9.5 million stock warrants, of which the NFL will get full ownership of 4.5 million on an immediate basis, while the remaining 5 million can be vested in April 2028. As per the current market, the stake is worth north of $90 million.

From the NFL’s initial deal in 2021, the league already holds 14.5 million warrants, and the new deal will only add to that. Currently, the original stake is already worth approximately $140 million.

But once the NFL gains complete ownership of all the warrants, its stake is set to rise to 8.7% of Genius Sports, which will make it the largest shareholder of the London-based firm.

The NFL’s VP of Business Development & Strategic Investments, Brent Lawton, recognized the role Genius Sports has played as a strategic partner across various domains.

“Across data, video, advertising, and integrity services, Genius has proven to be an important strategic partner through the first four seasons of our partnership.”

Overall, it is a win-win situation for both entities as the NFL presents a large as well as a prominent platform for Genius Sports to grow their business, and at the same time, the NFL’s increasing stake in the company not only earns it more revenue, but also benefits tremendously by having its data distributed across the media, fan engaging activities, as well as the betting industry.

Genius Sports

NFL

Devavrat Kulkarni

nfl

I am a content writer for the NFL team, and joined The Playoffs after working with Sportskeeda and NFL Analysis as an NFL writer. After starting my professional career as a French-to-English translator, working as a content writer is a new adventure for me. I started out in the sports media field for two main reasons: my love for sports in general, especially the NFL, NBA, and Tennis, as well as my passion for writing. The best part of this job is that I get to write a variety of pieces with the freedom to explore content from various angles. It also enables me to stay up to date with the sporting world, which otherwise can be difficult to do in the day-to-day grind. In a world full of chaos, sports unite and entertain like nothing else!