DraftKings, a sports betting company, is getting ready for the next NFL season by teaming up with Genius Sports for a multi-year data deal.
Because Genius Sports has the official rights to the information, the arrangement offers DraftKings access to NFL data.
Genius Sports will provide DraftKings with exclusive sportsbook data and live feeds to aid in the establishment of betting lines, including bets on NFL games.
DraftKings will have access to Genius’ live video feeds from over 170,000 athletic events per year, along with fan retention services such as marketing technology, the firms said last week. This program enables DraftKings to purchase ad space at critical times of live sporting events in order to attract consumers.
The deal’s terms were not disclosed.
Ezra Kucharz, DraftKings’ Chief Business Officer, described the relationship as “mutually beneficial,” saying that partnering with Genius will help the business to build on the capabilities of their products and deliver new and interesting services for consumers, such as single-game parlays.
DraftKings reported $312 million in sales in its first-quarter financial report. The company has raised its fiscal year 2021 sales forecast from $900 million to $1 billion to $1.05 billion to $1.15 billion.
DraftKings joined Caesars and FanDuel in forming an NFL sportsbook relationship in April.
The deal permits sports betting companies to use NFL trademarks and intellectual property for betting promotions. With the NFL, the firms will likewise work on a content-sharing basis. Betting sites will be able to use materials such as NFL highlights and Next Gen Stats data to create betting lines, for example.
DraftKings will also get statistics from the National Basketball Association, Major League Baseball, and NASCAR, in addition to the NFL. The English Premier League and Liga MX have also partnered with Genius in international soccer.