Genius Sports and NBC Sports Regional Networks (NBCSRN) have formed a new strategic partnership to feature augmented advertising on live and local NBA broadcasts, including sponsorable insights such as player ID, shot probability and heat maps.
“The NBC Sports Regional Networks are excited to bring real-time, unique player tracking data storylines to our NBA telecasts,” NBCSRN SVP of Content & Live Programming Jon Slobotkin said.
“We’re pleased to partner with Genius Sports to bring these visualizations to life in a way that will connect the most rabid sports fans with brands in a meaningful way.”
Genius Sports stated the new collaboration marks a “major step forward” in its strategy to turn live sports into “AI-driven media inventory,” powered by the company’s GeniusIQ technology which converts broadcasts into brand environments.
“GeniusIQ is ripping up the playbook of how brands can harness the power of live sports to engage and connect with fans,” Genius Sports EVP Sean Conroy said.
“Our partnership with NBC Sports Regional Networks provides premium, exclusive inventory for brands to transform their advertising strategy with unrivalled content and national reach.”
The partnership will extend Genius Sports’ augmented advertising network to over 600 NBA games across 15 franchises, supported by the organization’s proprietary and AI sports data platform.
To close out 2025, Genius Sports formed a new partnership with FanDuel Sports Network to provide brands with its Intelligent Content Platform, allowing partners to own "key moments" of live NBA and WNBA action through AI-driven sponsorship opportunities.
Genius Sports will provide various brands with in-game advertisement inventory across linear, digital and streaming platforms, totaling 300 NBA games per season as well as the WNBA.
Mark Locke, CEO at Genius Sports, published a letter to his company’s shareholders on February 18 in response to what he has described as the ‘divided’ market reaction to its acquisition of Legend
