Genius Sports Partners Together with CFL
Sports data technology provider Genius Sports has revealed that it is entering into a long-term partnership with the Canadian Football League (CFL). Set to come into effect starting from January 2022, the exclusive deal will see Genius provide a wide range of technology and services to the CFL.
Genius Sports has announced that it is entering into a long-term partnership with the Canadian Football League (CFL), set to begin in January 2022. ©Greyerbaby/Pixabay
Deal Will See Genius Acquire Minority Stake in CFL Ventures
The prominent sports data technology supplier Genius Sports has announced that it has entered into a long-term partnership with the Canadian Football League (CFL). The deal is expected to come into effect from January 2022, under which Genius is expected to provide a wide range of technology and services to the CFL.
As part of the deal, Genius will gain the exclusive rights to commercialize the CFL’s official data worldwide and video content with sportsbooks in international markets. This kind of agreement is par for the course for Genius, which has similar deals in place with other sports properties such as the National Football League and British soccer’s English Premier League.
A particularly lucrative aspect of the deal for Genius Sports will be its ability to acquire a minority stake in CFL Ventures – the Canadian Football League’s new commercial arm. In return, Genius will bolster the CFL’s digital infrastructure with the help of its many recent acquisitions, such as Second Spectrum, Spirable, FanHub and Sportzcast.
This latter part of the deal between Genius and the CFL will feature services such as 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.
Partnership with Genius Sports Has Potential to Usher in New Era for CFL
Commenting on the potential of the partnership between Genius and CFL to bring in a new era for the football league, CFL commissioner Randy Ambrosie described the agreement not simply as a marketing deal — but as a whole new way for the league to connect with its fans:
“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 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.”– Randy Ambrosie, Commissioner, Canadian Football League (CFL)
For its part, Genius Sports chief executive Mark Locke boasted that the sports data technology provider is setting a new precedent for sports partnerships as a result of its deal with the Canadian Football League (CFL):
“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.”– Mark Locke, Chief Executive, Genius Sports
Genius Sports Acquired Former ESPN CEO in August 2021
Back in August 2021, Genius Sports announced the appointment of the former chief executive of ESPN and founder of the NFL Network Steve Bornstein as the new president of the company’s North American business.
As part of his new role, Bornstein is tasked with aiding and directing the provider’s continued expansion and growth into the US and Canadian markets. With his over 20 years’ worth of professional experience while at both ESPN and ABC, this task is sure to be of no issue for Borstein, who in 1998 became ESPN’s youngest president and chief executive at the time.
Bornstein also helped launch the NFL Network, the NFL’s-own television network, serving as the channel’s president and chief executive. As president of ABC and ABC Sports, he handled all media assets for the world-renowned ABC/Disney empire.
The former ESPN exec joined Genius at a time of major growth for the company — something which he acknowledged in his shared statement on his appointment to the role: “I am excited to join Genius Sports at this time in the company’s growth. And I’m delighted to partner with Mark and his outstanding team as Genius demonstrates and deepens its commitment to drive real value for its partners in the U.S. and Canada. I can’t wait to get started.”
BetRegal Landed Exclusive Marketing Deal with CFL
Genius Sports isn’t the only sports industry player to secure an exclusive partnership deal with the Canadian Football League as of late — with online gambling and sportsbook provider BetRegal announcing in August 2021 an exclusive multi-year partnership to become the league’s official gaming partner.
The betting operator will now take a leading role in directing the football league’s marketing campaigns, with BetRegal gaining access to all of the league’s media assets all throughout the playoffs season.
BetRegal CEO Michael Mirtl evoked the shifting regulatory landscape surrounding sports betting in Canada as one of the main reasons for the operator partnering together with the league:
“The CFL is one of the most iconic brands in all of professional sports and we are thrilled to be partnering with a league so rooted in Canadian culture. The evolving regulatory landscape around sports betting in Canada presents an amazing opportunity to enhance the CFL fan experience. As fellow Canadians, we are excited to apply our decades of experience in this sector to help educate Canadian sports fans on the sports gaming experience, with a particular focus on responsible gaming.”
