Genius Sports, the international sports data technology company, has entered into a strategic partnership with Mediapro Canada, a unit of the Spanish media rights and production agency, to help increase the global appeal of Canadian soccer.

In 2019, Mediapro entered into a 10-year partnership with Canadian Soccer Business, the company which represents the commercial interests of the domestic Canadian Premier League and national federation Canada Soccer to promote the sport, including by managing global and domestic CPL rights sales. 

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Now, Mediapro Canada given Genius worldwide distribution rights to all live video streams for both CPL and lower-tier Canadian Championship fixtures, with the aim of reaching a new global fanbase, and of driving further in-game engagement. 

Sportsbooks will be able to secure official data and streaming rights to Canadian soccer through the partnership between Genius and CSB.

In addition, Mediapro Canada’s dedicated OneSoccer streaming platform will use Genius' data and content in its coverage to give fans a better viewing experience, while Genius’ marketing technology will help drive OneSoccer subscriptions through “personalised promotions and offers".

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Oscar Lopez, Mediapro Canada’s chief executive, said: “We’re delighted to seal this agreement with Genius Sports… We are confident that Genius will help unlock the value of our digital assets and extend the reach of our brands across new markets.”

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Mark Locke, chief executive of Genius, added: “At a time when Canada is embracing single-event sports betting, we are proud to have partnered with Mediapro Canada to deliver the fan experiences of the future and grow Canadian soccer.”

The eight-team 2021 CPL got under way in late June, with regular-season matches to conclude on 24 July, before the playoff games.

Last week, Genius expanded its partnership with Dimayor, the Colombian professional soccer league.

The expansion of the deal provides Genius with the exclusive rights to use and distribute Dimayor data and live video streams for regulated sports betting.

This will include all games from the Liga BetPlay, Torneo BetPlay, Copa BetPlay and Superliga BetPlay divisions.

Genius also has deals in place in the Americas with the Argentine Football Association and Mexico’s Liga MX.