Genius Sports has established itself as the premier tech company for sports data relevant to the sports betting industry. Based in London, the company has made a major impact in the legal US sports betting industry over the past few years.
The current list of Genius Sports’ strategic business partners is impressive, to say the least. This starts with some of the biggest sports betting leagues in the world. A few years back, the company struck a deal with the PGA Tour, NASCAR, and English Premier League soccer.
In April of this year, Genius Sports become a partner with the NFL as the biggest sports betting league on the board. The company was named the exclusive distributor of live NFL data and statistics to sportsbook operators and media outlets.
This deal put Genius Sports in the spotlight of the sports betting data industry. It also caught the attention of legal sports betting operators in the US market.
The list of sportsbook operators partnered with Genius Sports is rapidly expanding in light of the NFL deal. Caesars, Barstool Sportsbook, and Sports Illustrated Sportsbook are the latest to form a strategic relationship.
Caesars Sportsbook is the rebranded mobile sports betting app as a result of Caesars Entertainment’s previous acquisition of William Hill. A major marketing and advertising push is currently underway to promote the rebranding effort.
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Caesars’ partnership with Genius Sports is tied heavily to NFL data. This follows in the footsteps of DraftKings’ partnership along the same lines.
Genius Sports CEO Mark Locke released the following statement in regards to the new deal with Caesars:
“We are thrilled that Caesars Entertainment has recognized our investment in official sports data as it fuels the next generation of fan experiences. Acquiring and retaining fans now requires a broader suite of innovative and interactive engagement tools than ever before.”
Along with access to NFL betting stats and data, Caesars will also have access to all the sports leagues tied to Genius Sports.
Before the ink was even dry on the Caesars’ agreement, Barstool Sportsbook signed its own deal with Genius Sports. Interestingly enough, the partnership become official on Sept. 9 as the 2021 NFL regular season got underway.
Penn National Gaming has a large equity stake in Barstool Sports, so this data package will provide marketing support for Penn Interactive’s sports betting platform. Barstool’s mobile sportsbook app is currently live in nine states offering legal online betting.
Barstool Sports and its founder Dave Portnoy have an interesting past with the NFL. The site’s credentials were pulled by the league in 2017. The founder was physically removed from the Super Bowl in 2019.
More recently, Penn National’s expansion plans for the Barstool Sportsbook brand have smoothed the waters a bit. The deal with Genius Sports and its NFL data is vital to those plans.
Sports Illustrated Sportsbook is one of the new kids on the block. This US operator recently made its debut in the legal Colorado market. The collaboration involving 888 Holdings is looking to capitalize on SI’s elevated standing with sports fans.
The new deal with Genius Sports lends instant credibility to the brand. This also extends an existing agreement between 888 Holdings and Genius Sports on a global scale.