New deal first step in growing the audience for lacrosse with the fast-expanding world of sports betting and data analytics
FOR IMMEDIATE RELEASE / PRURGENT
The National Lacrosse League (NLL), the largest and most successful professional lacrosse property in the world, today announced a multi-year partnership to ensure the integrity of the league's games with Genius Sports, a global leader in sports data and technology. Genius Sports will conduct a global assessment of current betting activity on NLL games, and also project the likely growth given the emergence of a legal sports betting market in the U.S.
“As the sports gambling market in the United States continues to take shape, we as a league have a responsibility to make sure all aspects of our product is beyond reproach, and there is no one better to ensure we maintain the integrity of our game than Genius Sports,” Commissioner Nick Sakiewicz said. “The growth of our league, especially amongst digital natives, along with the expansion of the sport of lacrosse in general, makes the area of data analytics, sports betting and fan engagement one of our key focuses going forward.”
“We welcome the National Lacrosse League to our growing list of global league partners,” said Steven Burton, Managing Director Genius Sports. “There is no doubt that lacrosse is growing very quickly and we think the future for the game, especially tied to the product that Nick and his team have built, is very bright, and we are looking forward to helping them in this next expansive phase of business growth.”
According to the deal, Genius Sports will conduct a global assessment of current betting activity on NLL games, and also project the likely growth given the emergence of a legal sports betting market in the U.S. Drawing on its global leadership in advising governing bodies on how to manage betting-related issues, Genius Sports will craft a recommended operational and internal communications framework for the NLL, drawing on best practices around the world. The NLL and Genius Sports will work together to establish an educational program for players, officials and other stakeholders to understand the betting environment and be alert to potential integrity problems, and Genius Sports will monitor the lacrosse betting markets and provide the league with alerts regarding any suspicious activity.
The partnership will officially begin in the coming month.
The NLL is North America’s largest and most premier professional lacrosse league, ranking third in average attendance for pro indoor sports, with 13 teams in key markets across North America. The NLL experienced substantial growth last season with nearly a million total ticket sales, a 28-percent increase from 2017-18, and 60 percent of ticket sales were from people who never played lacrosse. Digital viewership also rose significantly through Turner and B/R Live, showing substantial increases in total unit sales (up 151 percent from last year), average unique viewers (+27 percent) and average minute audiences (+14 percent). Sponsorship revenues are projected at a 29-percent increase from 2018 to 2019.
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About the National Lacrosse League
The National Lacrosse League (NLL) is North America's premier professional lacrosse league. Founded in 1986, the NLL ranks third in average attendance for pro indoor sports worldwide, behind only the NHL and NBA. The League is comprised of 13 franchises across the United States and Canada: Buffalo Bandits, Calgary Roughnecks, Colorado Mammoth, Georgia Swarm, Halifax Thunderbirds, New England Black Wolves, New York Riptide, Philadelphia Wings, Rochester Knighthawks, San Diego Seals, Saskatchewan Rush, Toronto Rock, and Vancouver Warriors. For more information, visit NLL.com and find the NLL on Facebook, Instagram and Twitter.
About Genius Sports:
Genius Sports is a global leader in digital sports content, technology and integrity services. Our technology is used in over 150 countries worldwide, empowering sports to capture, manage and distribute their live data and video, driving their digital transformation and enhancing their relationships with fans.
Headquartered in London, we are the trusted partner to over 500 sports organisations globally, including many of the world’s largest leagues and federations such as the NBA, Premier League, FIBA, NCAA and PGA TOUR. Genius Sports is more than a technology provider. We build long-term partnerships with sports at all levels, helping them to control and maximise the value of their content while providing technical expertise and round-the-clock support. https://www.geniussports.com/sports/