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Investing.com -- Genius Sports shares rose on Friday after the company announced an extension of its exclusive data rights partnership with the NCAA through 2032.
The stock is up 1% at $10.67 after hitting a high of $10.82 earlier in the session.
Under the deal, Genius Sports will remain the sole provider of official NCAA data to licensed sportsbooks for all postseason tournaments, including March Madness, through the next decade.
The company also launched an Authorized Gaming Licensee (AGL) program, giving sportsbooks exclusive access to NCAA data feeds and branding.
“This extension is a powerful endorsement of our vision,” said Genius Sports CEO Mark Locke, highlighting the company’s strategy of trading technology integration for rights access rather than paying traditional licensing fees.
The renewed agreement includes free continued access to NCAA LiveStats, the official platform for collecting real-time statistics from over 70,000 games annually.
Genius also unveiled GeniusIQ, a next-generation AI engine that will power real-time analytics for coaches and immersive fan experiences.
Benchmark analysts called the deal a “strategic win without cost inflation,” noting that Genius has embedded itself into the NCAA’s core infrastructure and is positioned to scale its commercial reach “without incremental rights costs.”
“By powering the NCAA’s data systems and offering key technological platforms like NCAA LiveStats, Genius has effectively traded tech for rights, cementing exclusivity while avoiding the traditional financial burden of sports rights licensing,” added Benchmark.
The firm also noted that the extension adds to Genius Sports’ growing portfolio of exclusive rights, which includes deals with the NFL and the English Premier League.