CFL Announces Partnership with Genius Sports to Extend Media Reach

CFL Announces Partnership with Genius Sports to Extend Media Reach

After a delayed 2021 CFL season, the 108th Grey Cup in right around the corner. With the conference finals in the books, all eyes are on Hamilton with a week full of events leading up to the Championship at Tim Hortons Field.

Earlier today Randy Ambrosie spoke during a “State of the League” event to discuss the events of the past year, as well as dive into the future of the CFL. During the event Ambrosie dropped a huge piece of news for the league when he announces that the CFL had partnered with Genius Sports to grow fan engagement and media reach.

If the name Genius Sports sounds familiar, it’s probably because you remember when they signed a deal with the XFL in the leadup to 2020. They had signed a multi-year deal with Genius Sports to assist in monitoring of sports betting.

The partnership with CFL seems to expand beyond that.

Genius Sports will provide a wide range of technology and services that will enable the CFL to accelerate its growth plans and engage new audiences around the world.

The CFL will be provided with one of the widest and most innovative data ecosystems in world sport, transforming its relationships with fans, sportsbooks, and media in North America and globally. Bringing together its recent acquisitions of Second Spectrum, Spirable, FanHub and Sportzcast, Genius Sports will power the entire CFL digital infrastructure. This will include 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.

With the 2021 CFL season almost concluded, it’s nice to see the league looking to the future. We can all agree one one thing, online gambling is spreading and isn’t going away anytime soon.

What do you think of the latest CFL partnership? Let us know your thoughts down in the comments below or join the conversation on Discord.

You can read the full press release below:

GENIUS SPORTS, CFL AGREE TO SPORTS DATA AND GLOBAL TECHNOLOGY PARTNERSHIP TO GROW FAN ENGAGEMENT, EXTEND MEDIA REACH

NEW YORK, US & LONDON, UK — Genius Sports Limited (NYSE:GENI) (“Genius Sports” or “the Company”), the official data, technology and commercial partner that powers the ecosystem connecting sports, betting and media, announced on Friday a landmark strategic partnership with the Canadian Football League (“CFL” or “the League”), the second largest football league globally with over 100 years of history.

Genius Sports will provide a wide range of technology and services that will enable the CFL to accelerate its growth plans and engage new audiences around the world.

As part of the agreement, Genius Sports will have the exclusive rights to commercialize the CFL’s official data worldwide and video content with sportsbooks in international markets, replicating the global distribution and success of its official betting products for the EPL and NFL, among others. In connection with the partnership, in addition to the official data rights agreement, Genius Sports will acquire a minority stake in CFL Ventures, the new commercial arm of the League, allowing the Company to benefit strategically and financially from the CFL’s growth.

 

The CFL will be provided with one of the widest and most innovative data ecosystems in world sport, transforming its relationships with fans, sportsbooks, and media in North America and globally. Bringing together its recent acquisitions of Second Spectrum, Spirable, FanHub and Sportzcast, Genius Sports will power the entire CFL digital infrastructure. This will include 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.

“Our partnership with Genius Sports has the potential to launch a new era for the CFL,” said Randy Ambrosie, Commissioner of the Canadian Football League. “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.”

“By providing the CFL with an incredible range of sports technology solutions, Genius Sports is setting a new precedent for sports partnerships,” said Mark Locke, CEO of Genius Sports. “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.”

This partnership will help facilitate the CFL’s growth ambitions, expanding its audience in the U.S., while extending its reach into new international markets. Genius Sports will help the CFL to capitalize on the growth of the North American sports betting market, maximizing revenue and engagement opportunities.

The transaction is expected to become effective in January 2022.
An O’Melveny & Myers LLP team, led by partners Charles Baker and Amy Siegel and counsel Eric Geffner and Rob Catmull together with McCarthy Tetrault LLP, advised Genius Sports on this transformative transaction.

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