Genius Sports Limited has announced a landmark strategic partnership with Canadian Football League (CFL) with an aim to increase its audience-count, a recent press release said.
"Our partnership with Genius Sports has the potential to launch a new era for the CFL," Randy Ambrosie, CFL commissioner, 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."
The terms of the new deal will grant Genius Sports exclusive commercialization rights to CFL's global data and content. Due to this deal, CFL would be receiving a wide variety of technology and services from Genius Sports that will help them fulfill their growth plans at an accelerated rate and also engage with new audiences globally.
"By providing the CFL with an incredible range of sports technology solutions, Genius Sports is setting a new precedent for sports partnerships," Mark Locke, CEO of Genius Sports, said. "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 move will bring the company's most recent acquisitions together, including Spectrum, Spirable, FanHub and Sportzcast, among others.
According to the press release, 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 set to become effective early on next year.