Kirkland Advises Genius Sports in the Expansion and Extension of its Strategic Partnership with the National Football League

Kirkland & Ellis advised Genius Sports Limited (NYSE:GENI) on the expansion and extension of its strategic partnership with the National Football League. The deal was announced June 11, 2025 and includes a multi-year extension and expansion of their existing strategic technology partnership to power the next generation of NFL fan experiences through official data and video distribution. Genius Sports will remain the NFL’s exclusive distributor of real-time, official play-by-play statistics, proprietary Next Gen Stats data and the league’s official sports betting data feed to media companies and sports betting operators globally.

In addition to exclusively distributing official NFL data, Genius Sports will continue as the sole supplier of official NFL watch and bet low latency live games to sportsbooks internationally and will now exclusively represent the in-game advertising inventory. Genius Sports continues to be an official reseller of the NFL’s international owned and operated advertising inventory and the NFL’s legalized sports betting advertising inventory in the United States, all leveraging Genius Sports’ proprietary FANHub platform. As part of the agreement, Genius Sports and the NFL will also collaborate on further activation opportunities with FANHub.

Read the transaction press release

The Kirkland team included capital markets lawyers Ross Leff, Asher Qazi and Kaangrok Yoo; corporate lawyers Ed Lee and Rachael Coffey; technology & IP transactions lawyers Seth Traxler and Bernadette Coppola; and tax lawyers Jared Rusman, Mark Dundon and Jake Jung.