Genius Sports Limited has secured a partnership with NBC Sports Regional Networks that will launch an exclusive, data‑powered augmented advertising platform across the National Basketball Association. The agreement covers more than 600 live, local NBA games per season and expands the company’s reach from its prior 11‑team agreement to 15 teams, giving Genius exclusive rights to commercialize premium, in‑game advertising inventory across linear, digital and streaming environments.
The partnership leverages GeniusIQ, the company’s AI and sports‑data platform, to trigger branded integrations during emotionally charged moments of play. By embedding advertising directly into the broadcast experience, Genius Sports creates a new monetization layer that can deliver higher engagement rates and premium pricing for national brands, while also providing NBCSRN with a differentiated product that enhances its broadcast value proposition.
Genius Sports’ expansion comes after a significant investment in its media capabilities, including the $1.2 billion acquisition of Legend, which is expected to contribute roughly $1.1 billion in group revenue in 2026. The company reported Q3 2025 group revenue of $166.3 million, a 38% year‑over‑year increase, but a net loss of $28.8 million and adjusted EBITDA of $34.0 million. The new partnership positions Genius Sports to accelerate revenue growth in its media technology segment while competing with rivals such as Sportradar, which recently secured a multi‑year agreement with NBCSRN for the 2025‑27 NBA seasons.
Sean Conroy, EVP of Genius Sports, said the deal “is a strategic milestone that expands our reach and deepens our partnership with the NBA, giving us a national platform to deliver AI‑driven advertising solutions that resonate with fans.” Jon Slobotkin, SVP of Content & Live Programming at NBC Sports Regional Networks, added that the collaboration “brings real‑time, player‑tracking data storylines to our NBA telecasts, creating meaningful connections between fans and brands.”
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