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Sportico: Genius Sports, Canadian Football League Ink Equity-For-Tech Pact

December 10, 2021

Genius Sports is partnering with the Canadian Football League (CFL) to grow the league’s global presence. Genius Sports is receiving equity in the league and will provide the CFL with its “full suite of offerings.” Services include data for sportsbooks, analytics platforms for coaches and front offices, marketing services, data-capture, and some international streaming rights. The deal, “provides a testing ground for Genius to perfect how recent acquisitions like ad tech startup Spirable, scoreboard data firm Sportzcast, and video analytics platform Second Spectrum, fit within the broader portfolio of its technology.” Specific terms of the deal, which will take effect in January, were not disclosed. O’Melveny advised Genius on the transaction.

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