Sportradar expands ‘interactive’ partnership with top-flight German football

By | December 22, 2021

Sportradar has agreed to extend its ‘accessible’ partnership with International, a subsidiary of DFL Deutsche Fußball Liga, for a further five years.

Until the 2025-26 season, Sportradar will sublicence the rights for moving images from those competitions to its network of sportsbook operators. 

The agreement further enables the platform to continue to collect and distribute live match data, providing its customers with access to a ‘fast, accurate and reliable’ feed.

Additionally, Sportradar will also provide bookmakers with a range of tools that will enhance fan interactions with Bundesliga content, including allowing sportsbook operators to provide their clients with video clips of Bundesliga matches through the Live Video Notification solution.

Ed Blonk, Chief Commercial Officer, Sportradar, commented: “For the best part of two decades, Sportradar has enjoyed a successful partnership with Bundesliga International and the DFL, working closely together to deliver the highest quality products available in the market. 

“These rights remain an important part of our portfolio and we’re excited to embark on the next phase of the relationship, using our market leading technologies developed specifically for the world of sport to help Bundesliga International develop new and exciting ways to engage fans around the world.”

With the sports technology company being the official provider of betting and streaming rights for the Bundesliga and Bundesliga 2 outside the US and DACH regions, the league looks to place a focus on providing fans with greater access to German football’s top-flights.

Robert Klein, Bundesliga International CEO, commented: “This is a long-term and trusted partnership, built up over many years and with a shared vision for excellence. We see this extension with Sportradar as a blend of working with established partners to create innovative opportunities and products.”

Finally, Sportradar has launched Virtual Sports Bundesliga which is its AI-driven virtual sports gaming solution that integrates real match video highlights from 3,500 Bundesliga archive matches to create an ‘interactive’ gaming experience for fans.

This week, Sportradar has extended its sports organisation links further by sealing a deal with ​​the International Hockey Federation (FIH) which will utilise the company’s betting data and integrity safeguarding services.

Under the terms of the multi-year deal, Sportradar collects and distributes betting data from FIH competitions until the conclusion of the 2029/30 season, covering a total of 300 matches per season.

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