Genius Sports has expanded its pre-existing partnership with bet365 to include streaming of the National Football League (NFL) and popular association football tournaments outside the US. 

As a result of the collaboration enhancement, bet365 will leverage Genius Sports’ streaming solution to ‘deliver unique new content’, with the goal of enhancing customer retention and bet placement. 

The low latency broadcasts will be provided alongside the NYSE-registered sports technology provider’s official data services, covering the English Premier League and the NFL using its Next Gen Stats (NGS) offering. 

Additionally, bet365 also aims to strengthen its marketing and player engagement strategy via the partnership. The expansion will see Genius inform bet365 marketing campaigns using its data, with the goal of “driving deeper engagement and lower cost of acquisition’ across display, video and connected television. 

Mark Locke, CEO of Genius Sports, said: “The expansion of our partnership with bet365 further validates Genius Sports’ long-standing strategy to power live betting experiences backed by the highest quality official data and video content.

“This agreement is particularly significant for our live streaming service which combines premium content from competitions with thousands of other low latency broadcasts from sports right around the world.”

Sharing his opinions on bettor engagement in an interview with SBC Americas last month, Genius Sports’ Head of Fan Engagement, Americas, Matt Ryter, observed that sports leagues are becoming increasingly aware of how they can capitalise on wagering. 

“As the market matures and the sports, betting and media industries continue to converge, I would expect leagues to facilitate more direct betting integrations for fans,” he noted. 

“This could be through launching a live streaming product with integrated odds and personalised bet prompts, allowing fans to place in-game bets without having to operate across multiple screens. 

“Increasingly, sports will also provide their sponsors and brands with betting-related content such as win probabilities and predictions to integrate within their direct fan content and advertising.”