Genius Sports to provide NFL content, marketing capabilities to FanDuel
Data provider expands relationship with US online market leader as preferred programmatic marketing partner
Genius Sports has expanded its NFL relationship with FanDuel, becoming a preferred programmatic marketing partner of the US online market leader. As part of the deal, the global sports data and technology company will provide FanDuel with official NFL data, content, media products and a host of trading services.
Genius and FanDuel were already linked through their individual NFL partnerships; Genius became the league’s exclusive data provider in April, while FanDuel was selected as one of the NFL’s official sports betting partners around the same time, receiving Genius’ official sports betting data feed, real-time play-by-play statistics and access to the NFL’s proprietary Next Gen Stats (NGS) data.
FanDuel will now get to leverage the full suite of fan engagement and marketing solutions offered by Genius, which manages the NFL’s legalized sports betting advertising inventory across the league’s owned and operated digital platforms.
“We are delighted to partner with FanDuel to help them create the most compelling and contextual sports betting experience possible,” said Genius Sports CEO Mark Locke.
“With official data at its heart, this partnership enables FanDuel to better engage and monetize its customer base at every step of their journey.”
The goal of the expanded union is to help FanDuel create value throughout the entire player lifecycle, from acquisition to engagement through pre-match and in-play betting opportunities, and ultimately via long-term retention initiatives.
“We are always looking for ways to improve our product and the data opportunities gained via this agreement help FanDuel achieve that objective,” said FanDuel general manager Niall Connell. “The new suite of offerings including official NFL data will enable us to better serve our customers and enhance America’s number one sportsbook.”
In addition to its exclusive data partnership with the NFL, Genius has similar official data deals with NASCAR and the Premier League, as well as an array of other professional soccer leagues.
The other data giant in the space, Sportradar, has exclusive rights to distribute official NHL data and recently announced an exclusive long-term partnership with the NBA.