Sportradar Group AG made several high-profile moves during July to underscore their pivotal role in the sports data and betting sector.
They extended their prestigious partnership with UEFA, secured client wins and launched new advertising technologies. Read on as we take a closer look.
UEFA & Sportradar Extend Data Partnership
Sportradar and UEFA have extended their long-standing partnership, reinforcing their commitment to delivering advanced sports data and betting solutions.
The new multi-year agreement builds on their exclusive betting data rights arrangement and incorporates the non-exclusive right to distribute data to non-betting media.
This expanded deal will give Sportradar access to advanced tracking data, empowering the multinational firm to improve its cutting-edge Artificial Intelligence (AI) products and services as it looks to deliver innovative technology solutions to clients.
The agreement cuts across the UEFA Champions League, Super Cup, Europa League, Europa Conference League, Women’s Champions League and other UEFA tournaments.
The new terms allow Sportradar to cover over 900 high-profile matches per season - a near 33 percent increase from the previous cycle - thanks to the changes in UEFA's club competition formats starting next season.
Guy-Laurent Epstein, UEFA marketing director, said: “Three years ago, we embarked on a journey with Sportradar to tap into the value of match data for betting purposes.
"Sportradar brings to the table a wealth of experience in this field, and we are delighted to be continuing this successful partnership for the next three years.
"As part of the agreement, we will also be continuing our long-standing cooperation to protect the integrity of UEFA and our member associations’ competitions.”
The extended partnership between UEFA and Sportradar will have a massive impact on the betting industry across established jurisdictions such as Ireland.
Sportradar is a primary source of sports data for many betting sites on the Emerald Isle. Their access to UEFA match data will improve the quality and quantity of data available to these operators.
The deal is an opportunity for betting operators in Ireland and other nations to improve their platforms, attract new customers and strengthen their position in the market.
Sportradar Spreads its Global Wings
Sportradar expanded its Managed Trading Services (MTS) client base in the first half of 2024, bringing 44 new sportsbook operators on board.
MTS offers a customisable sportsbook management solution that combines in-house management with external support, using artificial intelligence (AI) and automation to optimise trading efficiency and risk management.
One of MTS' standout features is Alpha Odds, an AI-driven technology that personalises odds. The product has proved to be hugely popular in the United Kingdom, Ireland and further afield.
New clients in other betting jurisdictions have started to adopt the MTS technology, with 16 implementing the tool which can increase profits by 10% compared to traditional odds solutions.
Real-Time Social Media Video Ads Featuring Live Sports Data
Sportradar launched its ad:s paid social marketing service in July, integrating live sports data and betting content into social media video advertisements.
This solution leverages Sportradar’s AI-driven marketing technology to create and deliver relevant and engaging video ads that update in real time with live odds, casino games and jackpot values.
Ad:s was first available on Meta social media platforms Instagram and Facebook. It delivers dynamic, real-time updates within video ads.
Sportradar uses these to improve the efficiency and effectiveness of marketing campaigns. They improve engagement and value for sports betting and iGaming clients.
Niki Beier, SVP of Marketing Services at Sportradar, noted the impressive results of static ads informed by live data and highlighted the potential of real-time video ads.
"Our paid social media clients have already seen fantastic results using static creative ads informed by our live data,” Beier said.
"Now, by integrating real-time shifts in betting odds with Sportradar’s 23 years’ worth of historical data, we are maximising the potential of social media as a performance marketing channel for sportsbook and casino operators by delivering more relevant, engaging and better-performing video adverts."
Sportradar's ad:s technology adheres to the highest standards of socially responsible advertising. All campaigns comply with necessary regulations.
The platform can target all adverts to reach only social media users of legal gambling age, with clients encouraged to remove identified at-risk individuals from their paid marketing campaigns.