The NFL has become the largest American equity holder in sports data and analytics firm Genius Sports.
After 4.25 million warrants were vested last week, the league now controls 7.7% percent of Genius, according to Sportico.
Last year, the sides inked a four-year licensing deal reportedly worth up to $1 billion, with the NFL receiving 11.2 million warrants. The league’s current profits sit at $66 million.
The data and analytics are used to drive fan engagement through media corporations and sportsbook operators.
The NFL is set to have another 2 million warrants exercised a year from now — and by 2027 can hold 22.5 million overall.
The largest shareholder in Genius is London private equity firm Apax, which controls 60 million shares.
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