The London-based sports data firm will provide its official sportsbook, media content and NFL advertising inventory to FanDuel, while the Flutter-owned operator will designate Genius as a preferred programmatic marketing partner.

Moreover, Genius will provide access to its NFL assets, including the league’s proprietary Next Gen Stats (NGS) and official data feeds to boost pre-match and in-game betting coverage. Content from Genius’ partnerships with other major sports organisations, such as NASCAR, the English Premier League and LigaMX, will also be made available to FanDuel.

“We are delighted to partner with FanDuel to help them create the most compelling and contextual sports betting experience possible,” said Genius Sports’ CEO Mark Locke.

“With official data at its heart, this partnership enables FanDuel to better engage and monetise its customer base at every step of their journey. We couldn’t be more proud to be expanding our relationship with a clear giant of US sports betting in a way that entirely validates our long-held strategic vision.”

As sports betting rolls out in states across the US, both companies have seized the opportunity to get in on the ground floor of this fledgling market. As a result, FanDuel has quickly emerged as a key player, jostling for the top position with several other big-name sportsbook operators like DraftKings.

In April 2021, FanDuel was selected as an official sports betting partner of the NFL, while Genius became the league’s exclusive live streaming partner and distributor of real-time official play-by-play statistics.

Niall Connell, FanDuel Group’s General Manager, commented: “We are always looking for ways to improve our product and the data opportunities gained via this agreement help FanDuel achieve that objective.

“The new suite of offerings, including official NFL data, will enable us to better serve our customers and enhance America’s #1 Sportsbook.”