Genius Sports, NCAA Add to, Extend Relationship Through 2032

Posted on: April 25, 2025, 03:39h. 

Last updated on: April 25, 2025, 03:39h.

Todd Shriber @etfgodfather Read More
Expertise: Financial, Gaming Business, Mergers and Acquisitions.
  • Data provider, NCAA extend partnership through 2032
  • Genius will be exclusive data provider for all NCAA post-season tournaments

Genius Sports and the NCAA said today they’re expanding and extending their relationship through 2032. Financial terms of the agreement weren’t disclosed.

NCAA sports betting rules gambling
The NCAA and Genius Sports announced an expanded data sharing agreement, including limits on player prop bets.(Image: NCAA)

In addition to the NCAA, Genius is the data provider for leagues including the English Premier League, Euroleague Basketball, the NFL, the PGA Tour, and Major League Baseball (MLB). The new accord ensures Genius will be the exclusive data provider for NCAA post-season tournaments over the life of the deal.

Under the expanded agreement, Genius Sports has been appointed as the exclusive distributor of official NCAA data to licensed sportsbooks for all post-season tournaments, including March Madness, through 2032,” according to a statement.

The expanded pact includes the Authorized Gaming Licensee (AGL) program, which will allow sportsbook operators to gain access to NCAA data feeds and images.

Why Genius/NCAA Deal Extension Is Important

One of the marquee elements in the enhanced agreement is that the NCAA appears to be leveraging the importance of Genius data to sportsbook operators to push operators from offering player proposition wagers.

“Genius Sports will also collaborate with participating licensees to strengthen integrity protections and promote responsible betting practices, including limiting risky bet types, ensuring compliance and safeguarding student-athletes,” according to the press release.

In an effort to reduce player harassment and promote integrity of competition, the NCAA is the midst of a multi-year push to compel retail and online sportsbooks to remove college player props. That comes after myriad instances in which student-athletes have been jeered or received threats of physical violence from losing bettors. Louisiana, Maryland, Ohio, and Vermont are the states where college player props have been removed from wagering menus.

As for Genius, the company benefits because its agreements with leagues are typically expensive, meaning the longer those arrangements are under contract, the less the data provider has to worry about frequent renewal and the potential of paying more to extend those partnerships.

AI Part of Deal, Too

Genius’s revamped accord with the NCAA also extends the data provider’s growing embrace of artificial intelligence (AI), putting its capabilities with that disruptive technology front-and-center.

“The partnership introduces GeniusIQ, an advanced AI and machine learning platform designed to elevate the entire college sports experience,” as noted in the press release. “From elite-level performance analysis for schools and coaches to interactive, data-rich engagement tools for fans, GeniusIQ delivers powerful, real-time insights that enhance the way college sports are played, analysed, and experienced.”

Genius AI offerings are already being used on advertising and social media platforms as well as to provide advanced statistics at some stadiums.