With New Partnership, NCAA to Centralize and Monetize Its Data

Over $9 billion dollars is expected to be wagered illegally on March Madness. (Photo via Pexels)

The new deal will see the two parties split the revenue that comes from the sale of the data. (Photo via Pexels)

Over the course of the next 10 years, Genius Sports will assist the NCAA in centralizing its data and selling it to media companies, publishers, and potentially, at some point, sports-book operators.

While the latter of three has very much of outside chance of happening, at least soon, the other two options should serve the governing body well especially around March Madness and is probably the main reason as to why the partnership at the championship level will start in Men’s and Women’s basketball and percolate further from there.

Under the agreement, schools will be able to use the software for free for three years before having to pay.

Those who decide to adopt the software will benefit from improved efficiencies that include enhanced data capture and distribution services, richer coaching insights, and the ability to captivate fan and media experience by delivering engaging statistics to multiple platforms in real-time.

Can you hear that? It might just be all of the SIDs across the country rejoicing.

By streamlining the collection and distribution of the data, the NCAA hopes to deliver an experience that is better for everyone from those working in athletic departments to the media companies buying the data.

“This digital transition comes at a time when data for all intercollegiate sports are increasingly important to our fans, our institutions, and our partners,” said Oliver Luck, executive vice president of regulatory affairs and strategic partnerships for the NCAA. “This initiative will transform the way we collect, use, and distribute the vast amount of sports data being consumed across all sports at every level.  It will allow our schools to upgrade to state-of-the-art technology.”

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London-based Genius Sports, who already works with the likes of FIBA and the Bundesliga, scores a huge opportunity at a national level to deliver a comprehensive solution benefitting all of those involved.

“This technology will deliver a world-class experience for NCAA fans, coaches, players, athletic directors and administrators alike,” said Mark Locke, CEO of Genius Sports. “We’re delighted to be playing a pivotal role in the NCAA’s digital transformation, implementing one of the most advanced technology systems in sports.”

Now, for the gif you have all been waiting for.