The Canadian Football League Agree (CFL) has signed a partnership with Genius Sports in a bid to boost fan engagement and strengthen its media reach.

The sports data company promises to provide the technology and services that will enable the CFL to accelerate its growth plans and engage new audiences for the nine-team league.

“Our partnership with Genius Sports has the potential to launch a new era for the CFL,” commented 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 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.”

The collaboration gives London-based Genius Sports the rights to commercialise the CFL’s official data and video content with sportsbooks in markets abroad.

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

Furthermore, the new partners have also agreed that Genius Sports will gain a minority stake in CFL Ventures – the new commercial arm of the league, as the transaction is expected to become effective from next month.

“Together, we will revolutionise the entire CFL product, delivering truly immersive experiences for their existing fans and attracting new audiences who crave year-round, top-flight football action,” Locke added.

The enterprise looks to help CFL’s growth ambitions and expand its audience in the US by capitalising on the current growth of the North American sports betting market, maximizing revenue and engagement opportunities.

Earlier this year, CFL named BetRegal as the official sport gaming partner of the CFL – an agreement which saw Canadian Football Hall of Fame quarterbacks Damon Allen and Matt Dunigan join the ambassador group of ‘BetRegal Legends’.

Similarly, this deal also included fan engagement opportunities such as a free-to-play sportsbook experience, CFL squares, and the Race to the 108th Grey Cup game.

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