For the first time, this alliance enables advertisers in a Canadian sports league to target personalized segments of its audience based on viewing, browsing and purchasing habits.
MiQ thus demonstrates its status as a differentiating leader for this unique premiere. In 2024, one in three Canadians watched the CFL regular season, with average attendance exceeding 22,000 spectators per game - up 2.1% on last year. The League's sustained growth and the upcoming arrival of flag soccer at the 2028 Olympic Games have broadened its audience, attracting more young people and women, bringing out an ever-evolving range of interests that reflects the passionate drive of Canadian soccer fans.
"MiQ will help enhance the overall CFL experience by providing fans with advertising that is more relevant and tailored to their preferences and lifestyles, while allowing more Canadian brands and businesses to take advantage of the national platform that the CFL represents. [...] We pride ourselves on being one of the most welcoming and inclusive professional sports leagues, and part of that mission is to make fans feel seen, understood and cared for, no matter what form of CFL content they consume," said CFL Chief Revenue Officer Tyler Keenan.
Founded in 2010 in London and present in 18 countries across North America, Europe and Asia-Pacific, MiQ employs over 1,200 people.
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