SPORTS National Football League agrees to data rights deal with Genius Sports

The National Football League has a new data rights partner, agreeing to a multi-year partnership with London-based data and technology firm Genius Sports.

The deal makes Genius the official data provider for NFL games. It will distribute real-time play-by-play stats, the league’s “Next Gen Stats,” and provide sports betting data feeds to media companies and sports betting firms domestically and internationally.

Terms were not provided, but an individual familiar with the pact told CNBC it’s a four-year cash and equity agreement with options. The deal could be valued at $1 billion over the life of the contract if additional years are picked up. Last month, CNBC reported the NFL was in negotiations for the rights and sought $100 million per year.

“We’re excited to welcome Genius Sports to the NFL family,” Kevin LaForce, NFL senior vice president of media strategy and business development, said in a statement. “We look forward to working with Genius as we continue to innovate and enhance NFL content on media and betting platforms.” Read more