Genius Sports, the international sports data technology company, has today agreed a strategic partnership with American football's Canadian Football League.
Under the tie-up, Genius will have the exclusive rights to commercialise the CFL’s official data feed and video content with sportsbooks in international markets.
In addition, the company will acquire a minority stake in CFL Ventures, the newly-created commercial arm of the league.
Genius said its technology and services “will enable the CFL to accelerate its growth plans and engage new audiences around the world.”
The sports data tech company added that it will power the entire CFL digital infrastructure with live broadcast augmentation, advanced data tracking tools, highly targeted and personalised 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.
The CFL wants to use the partnership to help facilitate its growth ambitions and expand its audience in the neighbouring US, while also extending its reach into new overseas markets.
Genius has vowed to help the CFL capitalise on the growth of the North American sports betting market, maximising revenue and engagement opportunities.
The London-headquartered firm also has a similar wide-ranging relationship with the NFL.
Randy Ambrosie, commissioner of the Canadian Football League, said: “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 customised ways. This goes beyond transforming our marketing. It can redefine our relationship with fans, partners and other key stakeholders, here in Canada and globally.”
Mark Locke, chief executive of Genius Sports, added: “By providing the CFL with a range of sports technology solutions, Genius Sports is setting a new precedent for sports partnerships.
"Together, we will revolutionise the entire CFL product, delivering truly immersive experiences for its existing fans and attracting new audiences who crave year-round, top-flight football action."