Entain and BetMGM expand partnership with Genius Sports for official NFL data


U.S. alliance


he official data, technology and commercial partner Genius Sports announced Thursday an expansion of its existing agreement with Entain and BetMGM, by providing them a full NFL offering including official data feeds, sportsbook content and fan engagement solutions. 

In August 2021, BetMGM was selected as an NFL Approved Sportsbook Operator. Genius Sports will provide BetMGM, and other Entain brands, with access to the NFL’s official play-by-play statistics, proprietary Next Gen Stats (NGS) data, and official sports betting data feed. 

Combined with exclusive representation of certain legalized sports betting advertising inventory on NFL digital properties, Genius Sports provides sportsbooks with end-to-end value, powering the full user lifecycle from player acquisition to pre-match and in-game betting, through to long-term customer retention.

This new agreement is an expansion of Genius Sports’ more than decade-long partnership with Entain and its global brands, also including bwin, Coral and Ladbrokes. Genius Sports will continue to provide official data across top tier global sports properties including the English Premier League, Euroleague Basketball, Liga MX, Argentine and Colombian soccer.

In an official press release, CEO at Genius Sports, Mark Locke, spoke about this renewed partnership and said: “Our partnership with Entain’s portfolio of leading sports betting brands and BetMGM has been central to Genius’ success for over a decade. I’m thrilled that we are expanding our historic agreement to connect millions of sportsbook customers in the U.S. and worldwide with our premium NFL offering, powered by the highest quality official data.”

BetMGM’s CEO Adam Grenblatt added: “As a sports betting operator we rely on data and partnering with Genius Sports gives us access to one of the best in the industry. Combined with our unique platform and user interface, BetMGM is primed to offer an even better sports betting experience for our customers.”

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