CFL Partners With Genius Sports For New Data Alliance

CFL Partners With Genius Sports For New Data Alliance
By Mark Keast
Fact Checked by Jim Tomlin

With the CFL season fast approaching — training camps across the country have started and there’s a full schedule of preseason games coming this weekend — the league has announced a partnership with Genius Sports Limited to launch a new official data ecosystem.

The aim of the new technology, called CFL LiveStats, is to better educate fans and bettors. Users can access a data collection system, capturing live play-by-play updates and post-game statistics on every CFL game.

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Genius Sports Deals Around the World

In the end, this official data is designed to power live Ontario sports betting solutions. Genius Sports also has a long-term partnership with FIBA and the NCAA with LiveStats.

“Through Genius Sports and its state-of-the-art LiveStats tool, we are revolutionizing how fans, media and stakeholders connect with the CFL’s world-class action and athletes,” said David Goldstein, chief operating officer of the CFL, to the CFL’s website. “Better data will lead to everything from a better viewing experience, to interactive gaming, responsible sports wagering, and more, all of which will pave the way for the future of CFL fandom.”

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Genius Sports and the CFL have been working in partnership since December 2021, with the goal to make improvements to the league’s digital offerings. In 2022, they launched CFL Game Zone, focusing on personalized marketing experiences for fans.

Said Matthew Cowling, executive vice president, sports and partnerships at Genius Sports: “We’re delighted to take our partnership with the CFL to the next level, implementing technology that is used every day in over 150 countries worldwide to capture the fastest, most accurate statistics.”

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CFL, Genius Sports Already Work Together

Last August, the CFL and Genius Sports launched a fan-serving initiative called CFL Blitz Picks presented by BetRegal, a free-to-play game inviting fans to predict various outcomes surrounding players, teams, and league-wide stats for prizes.

BetRegal is the Official Online Sports Gaming Partner of the CFL.

"It was interesting to see the recent launch of the CFL Livestats tool, and it will be more interesting to see the impact it has on betting volume," BetRegal head of marketing Aly Lalani said. "Typically CFL falls outside of the top five wagered on leagues, with a large part of that partially attributable to a lack of product. There wasn’t nearly as complete a market offering as would be seen for a top-four U.S. sport. Given how important data is to our business, both from a customer perspective and an operator perspective, allowing greater access to more robust data sets should lead to an improved product and a better experience for those avid CFL bettors. The access to data may also stimulate more betting activity on in-play markets vs. pre match, given the focus in providing play-by-play updates on every CFL game with low latency."

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Mark Keast

Mark Keast has recently covered the sports betting industry in Canada for The Parleh, and is a long-time sportswriter and editor, most notably with the Toronto Sun.