Genius Sports Limited has announced a strategic partnership with the Canadian Football League (CFL) to provide a range of technology and services that will help the CFL accelerate its growth plans and engage new audiences globally.
As part of the deal, which is expected to begin in January 2022, Genius Sports will have the exclusive rights to commercialize the CFL’s official data worldwide and video content with sportsbooks in international markets.
The data supplier will also acquire a minority stake in CFL Ventures, the league’s new commercial arm, benefitting strategically and financially from the CFL’s growth.
Genius Sports will power the CFL’s digital infrastructure, including live broadcast augmentation, advanced data tracking tools, highly targeted and personalized fan engagement solutions, cross-platform streaming capabilities, play-by-play and scoreboard data collection technology, coaching analytics products, and integrity services to safeguard the league.
Mark Locke, CEO of Genius Sports, commented: “By providing the CFL with an incredible range of sports technology solutions, Genius Sports is setting a new precedent for sports partnerships.
“Together, we will revolutionize the entire CFL product, delivering truly immersive experiences for their existing fans and attracting new audiences who crave year-round, top-flight football action.”
The partnership will help boost the CFL’s growth ambitions, expanding its audience in the US and into new international markets.
Randy Ambrosie, Commissioner of the Canadian Football League, added: “Our partnership with Genius Sports has the potential to launch a new era for the CFL. It provides access to the technology and tools we need to engage our existing fans, and reach new ones, in exciting, innovative, and highly customized ways.
“This goes beyond transforming our marketing. It can redefine our relationship with fans, partners, and other key stakeholders, here in Canada and globally.”