The NFL is sticking with one of its most important sports betting partners — despite navigating an evolving industry and recently slapping players with season-long suspensions for violating policy.
Genius Sports will continue as the league’s exclusive sports betting data provider through 2028, extending a 2021 deal set to run through 2025.
The NFL had reportedly been seeking $100 million annually for its data rights, and the Genius deal was thought to be worth up to $1 billion in total. In 2022, the NFL became the largest American shareholder in Genius with a 7.7% stake.
Genius collects and provides relevant information to the NFL’s sportsbook and media partners, essentially powering the very apps that ultimately get players in trouble. On the other hand, Genius monitors suspicious behavior and helps catch nefarious activity.
The company was one of the first to be alerted when Calvin Ridley bet on his own team in 2021.
Ridley, who was traded to Jacksonville in November in 2022, was suspended indefinitely during the 2021 season and reinstated in March 2023.
Despite strengthening ties in the betting space, the NFL is doubling down on reinforcing its sports gambling policies to players and team employees.
Staying In The Game
For Genius, keeping the NFL is key: Its competitor Sportradar has deals with the NBA, MLB, NHL, and MLS. Genius stock was up more than 25% Thursday after the NFL extension was announced.
In its most recent earnings period, Genius increased its quarterly revenue by 25% year-over-year to $105 million, but widened its group net loss by 129.7% to $127.7 million.
![Former NFL Coache Jon Gruden have a laugh while attending an NFL training camp session ten at the Miller Electric Center, Tuesday, Aug. 5, 2025, in Jacksonville, Fla. [Doug Engle/Florida Times-Union]](https://frontofficesports.com/wp-content/uploads/2026/07/USATSI_26781802_168422351_lowres-scaled-e1784132043881.jpg?quality=80&w=300)
