CNPL Teams with Magnifi AI for Real-Time Highlights & Sponsor ROI
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The Canadian National Pickleball League (CNPL) has entered into a partnership with Magnifi by VideoVerse, designating it as the official AI technology partner for the 2025 season. This collaboration aims to significantly enhance fan engagement and expand the league's digital reach through the use of artificial intelligence to generate real-time video highlights and provide detailed analytics for sponsors. The initiative is expected to transform how fans experience the sport and increase the value delivered to the CNPL's commercial partners.
Hit it deeper!
The Canadian National Pickleball League (CNPL), widely recognised as Canada's premier professional pickleball league, is embracing artificial intelligence to drive growth and innovation. The league has announced a strategic partnership with Magnifi by VideoVerse for its 2025 season, which began on May 17, 2025. This marks the CNPL's third season, referred to as CNPL III.
The core of the partnership lies in leveraging Magnifi's AI-powered software. This technology is designed to automatically detect exciting moments within a match. Once identified, the AI instantly converts these moments into dynamic highlight clips. These clips are then automatically distributed across various platforms, including social media, broadcast channels, and streaming services.
Beyond just creating highlights, Magnifi's AI also plays a crucial role in enhancing sponsorship value. The platform can track sponsor logos, player gear, and court branding within the video content. This allows for the creation of customised content and the generation of detailed return-on-investment (ROI) reports for the CNPL's partners. Current partners mentioned include Onix, Tyrol, and Selkirk.
Mike McAninch, the CNPL Commissioner, highlighted the strategic importance of this partnership. He stated that Magnifi's AI technology enables the league to "scale our media presence to deliver new value to our sponsors". McAninch views this collaboration as an exciting development for the league's growth in terms of both audience reach and digital capabilities.
Meghna Krishna, Chief Revenue Officer at Magnifi, also commented on the partnership's capabilities. She noted that their technology allows the CNPL to "deliver content at the speed of the game", producing real-time highlights and sponsor-branded moments while also simplifying the production process behind the scenes. Krishna emphasized that with this technology, "Every match is now an opportunity for CNPL to engage audiences and deliver measurable results to its sponsorship partners".
For the 2025 season, the CNPL features a four-region format: Central, Eastern, Western, and Metropolitan. Eight teams are competing throughout the season, which runs until September. These teams are the Lions, Smash, Drive, United, Owls, Lights, Pronghorns, and Brewers.
To expand its reach, the CNPL has also partnered with Game+ as its official broadcast partner. Games and highlights will be available on various platforms, including social media like YouTube and OTT services. This broad distribution is facilitated by Magnifi's cloud-based platform, which ensures that shareable videos are easily accessible to fans everywhere.
This AI-driven approach is expected to make the 2025 season the most connected and content-rich season yet for the CNPL. By combining advanced technology, broad broadcast reach, and improved fan access, the league aims to set a new standard for the pickleball experience in Canada.
The World Pickleball Verdict
The CNPL's partnership with Magnifi by VideoVerse represents a significant leap forward in the professionalisation and commercialisation of Canadian pickleball. By implementing AI technology for real-time highlights and sophisticated sponsor analytics, the league is directly addressing key areas for growth: increasing fan engagement through dynamic content and providing measurable value to sponsors. This move goes beyond traditional sports broadcasting by automating content creation and distribution, ensuring that exciting moments are captured and shared rapidly across multiple platforms. For sponsors, the ability to track branding and receive ROI reports provides a compelling reason to invest in the league. As Canada's top professional league, this technological investment not only enhances the fan experience but also makes the CNPL a more attractive and professional product in the competitive sports landscape. It underscores a commitment to innovation that could well set a new benchmark for how pickleball leagues globally leverage technology to connect with audiences and partners.