Genius Sports has announced an expansion of its existing agreement with Entain and BetMGM. The new deal provides Entain and BetMGM with a full NFL offering, which includes official data feeds, sportsbook content and fan engagement solutions.

Earlier in 2021, BetMGM became an NFL Approved Sportsbook Operator and thanks to this deal, both operators will now have exclusive representation of certain legalised sports betting advertising inventory on NFL digital properties. Genius Sports is to power the full user lifecycle from player acquisition to pre-match and in-game betting, through to long-term customer retention.

This agreement represents an important expansion for Genius Sports’ long partnership (over 10 years) with Entain and its brands, including Bwin, Coral and Ladbrokes. Genius Sports will continue providing official data across sports properties including the English Premier League, Euroleague Basketball, Liga MX, Argentine and Colombian soccer.

Mark Locke, CEO at Genius Sports, 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 US and worldwide with our premium NFL offering, powered by the highest quality official data.”

BetMGM’s CEO Adam Greenblatt 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 even better sports betting experience for our customers.”