NCAA Flips the Script, Selling Data to Sportsbooks
Sports Governing Body NCAA Stirs Controversy by Reaching Agreement to Sell Sports Betting Data to Bookmakers
In an unexpected shift, the National Collegiate Athletic Association (NCAA) has made a U-turn and agreed to sell its sports betting data to sportsbooks through a deal with Genius Sports.
Once hesitant to monetize its sports gambling data
As per SportsPro, the NCAA has abandoned its initial reluctance to sell its sports betting data. Previously, their executives raised concerns about the potential negative effects increased betting could have on student-athletes.
News broke on Monday that the NCAA will sell data from March Madness and other championship events to licensed sportsbooks, as part of an expanded alliance with Genius.
The arrangement grants London-based Genius an exclusive provider role for NCAA data during the March basketball event and all post-season tournaments through 2032.
A Change in Stance
Last year, NCAA President Charlie Baker advocated for a ban on athlete-specific prop bets[3]. In January, he further urged Congress to limit college sports betting, citing persistent approaches by gamblers towards hundreds of athletes, asking them to modify their performance[4].
The partnership with Genius is expected to provide the NCAA with a considerable new income source. Genius’ data rights agreement with the NFL, for instance, resulted in the league receiving a minimum of $450 million in stock and cash[1][2].
According to various reports, the NCAA anticipates the Genius partnership will inject additional income beyond the $1.38 billion in revenue it generated during the 2024 financial year, most of which came from March Madness broadcast deals[2][5]. Noteworthily, the partnership didn't require any additional fees from Genius for the sportsbook rights, with the agreement extending a revenue-sharing agreement the two parties established in 2018.
Redefining the Game
As stated in a Genius press release, all member schools will continue to access NCAA LiveStats for free, providing them with data for over 70,000 games annually. Additionally, Genius intends to collaborate with AI technology to power real-time analytics, immersive fan experiences, and advanced insights for coaches[1].
Genius’ CEO, Mark Locke, described the expanded deal as a "powerful endorsement" of his company's vision to deliver official, high-quality NCAA content to sportsbooks and cutting-edge data solutions to support NCAA schools. He continued, stating the partnership with the NCAA was based on "innovation, integrity, and a shared commitment to the future of collegiate athletics."
[1] Genius Sports Press Release, April 4, 2023.[2] NCAA Financial Report 2024.[3] Baker, C. (2022). Call for ban on athlete-specific prop bets. [Press Release]. NCAA.[4] NCAA Statement on Banning Harassment of Student-Athletes. (2023). NCAA.[5] NCAA Position on College Sports Betting. (January 2023). NCAA.
- Despite earlier reservations, the NCAA, following a recent deal with Genius Sports, will now sell sports betting data from events like March Madness to licensed sportsbooks.
- This partnership with Genius is anticipated to provide the NCAA with a significant new income source, potentially surpassing the $1.38 billion in revenue generated during the 2024 financial year.
- Genius' data rights agreement with the NFL previously generated a minimum of $450 million in stock and cash, offering a potential financial blueprint for the NCAA's partnership.
- The agreement between the NCAA and Genius extends a revenue-sharing agreement originally established in 2018 and doesn't require any additional fees for sportsbook rights.
- Alongside the data sale, Genius aims to collaborate with AI technology to power real-time analytics, immersive fan experiences, and advanced insights for coaches.
- According to Genius CEO, Mark Locke, the expanded deal is a "powerful endorsement" of the company's vision to deliver high-quality NCAA content to sportsbooks and support NCAA schools with cutting-edge data solutions, founded upon innovation, integrity, and a shared commitment to the future of collegiate athletics.
