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NCAA Extends Deal with Genius Sports to 2032

Ziv Chen

Last Updated: April 28, 2025 5:30 PM EDT • 1 min 41 sec read.

NCAA Extends Deal with Genius Sports to 2032
Pictured: General view of the NCAA logo during NCAA Tournament First Four Practice at UD Arena. Photo by Rick Osentoski via Imagn Images.

America’s top college sports organization, the National Collegiate Athletic Association (NCAA), has announced an extension to its deal with sports data technology company Genius Sports.

The deal means that Genius Sports will continue to be the exclusive provider of all data relating to the NCAA’s ‘March Madness’ tournament and post-season competitions to the best sportsbooks until the end of 2032.

Live stats and Genius IQ

One significant element of the partnership is the delivery of NCAA LiveStats, the official platform for in-play statistics. LiveStats is already used by thousands of schools under the NCAA umbrella and covers over 70,000 games every year. The NCAA has committed to providing this data to its members for free in conjunction with Genius Sports.

The NCAA will also receive access to Genius IQ, an AI and machine learning technology aimed at improving data analysis in college sports. The platform reportedly includes a facility for elite performance analysis and data-rich tools to engage with fans.

For Genius, the extended partnership with the NCAA is one of several vital collaborations in the sports world, which includes deals with sports bodies on both sides of the Atlantic.

“Since 2018, Genius Sports’ technology has transformed the college sports data ecosystem,” said Mark Locke, CEO of Genius Sports. “This extension is a powerful endorsement of our vision, delivering cutting-edge data solutions to support NCAA schools while connecting our sportsbook partners with the highest quality NCAA official content, alongside our exclusive NFL and Premier League rights. Most importantly, it’s a partnership grounded in innovation, integrity, and a shared commitment to the future of collegiate athletics.”

Genius Sports works with over 300 sportsbook brands and provides annual data from over 240,000 sports events. The company's shares also rose on the news of the extended NCAA deal.

March Madness

The NCAA’s annual ‘March Madness’ tournament, also known as the NCAA Basketball Tournament, is one of the United States' most popular sports and sports betting events.

For Super Bowl LIX, the American Gaming Association (AGA) estimated that Americans would wager up to $1.4 billion. This estimation was doubled for the NCAA tournament, which the AGA predicted would be over $3 billion, an increase from 2024, when bettors wagered $2.7 billion. 

The combination of college sports and sports wagering raises concerns about sports integrity and responsible wagering among many stakeholders. In addition to providing exclusive access to all of the official NCAA data feeds through the Authorized Gaming Licensee (AGL) program, Genius Sports has also committed to working closely with sportsbooks to improve integrity protections and promote safe betting.

This includes working on limiting risky bet types, boosting compliance, and strengthening protections for student-athletes.

Written By:
Ziv Chen
Ziv has over two decades of experience in the igaming and sports betting industry, having served in senior marketing and business development positions with both B2C and B2B companies, including Playtech and Microgaming. In 2019, Ziv decided to pursue his passion for writing and became a fulltime industry journalist, covering casino, sports, and gambling business news. He’s specialties include casino games and technology, US state gambling regulation, company performance, as well as gambling affiliates and marketing. As a Pitt graduate, Ziv is a diehard fan of all Pittsburgh sports teams, with the Steelers at the top of the list. In his free time, he enjoys reading crime fiction, biographies (mainly of sports personalities, but not only) and American history. Ziv’s Favorite quote: “We're going to pursue perfection, knowing full well we won't catch it, but we're going to relentlessly chase it," Mike Tomlin, Pittsburgh Steelers Head Coach.