The NCAA will start selling data from its championship events to sportsbooks around the country, part of an expanded partnership between the college sports governing body and Genius Sports.
The move, announced Friday, represents a notable departure from the NCAA’s prior arms-length relationship with legal sports betting. While the major pro U.S. leagues have built lucrative commercial partnerships in betting—including data deals like this one—the NCAA has stayed almost entirely on the sidelines. Instead, its executives have been outspoken about the industry’s effect on athletes, and pushed legislation that would limit the types of college bets that are permitted.
