Genius Sports has entered into a long-term partnership with the Canadian Football League (CFL).
Under the deal, which will come into effect from January 2022, Genius will provide a wide range of technology and services to the CFL.
Genius will have the exclusive rights to commercialize the CFL’s official data worldwide and video content with sportsbooks in international markets. The provider has similar deals in place with other properties such as the National Football League and soccer’s English Premier League.
The partnership will also see Genius acquire a minority stake in CFL Ventures, the CFL’s new commercial arm.
For the CFL, Genius will utilize its recent acquisitions of Second Spectrum, Spirable, FanHub and Sportzcast to power the league’s digital infrastructure.
This part of the deal will include live broadcast augmentation, advanced data tracking tools, targeted and personalized fan engagement solutions, cross-platform streaming capabilities, play-by-play and scoreboard data collection technology, coaching analytics products, and integrity services.
“Our partnership with Genius Sports has the potential to launch a new era for the CFL,” CFL commissioner Randy Ambrosie said. “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.”
Genius Sports chief executive Mark Locke added: “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.”