Sportradar, NBA Deal Includes Association Getting Stake in Company
The National Basketball Association and Sportradar have agreed to a multi-year partnership deal.
Sportradar is a leading sports technology company that employs more than 2,800 full-time employees across 19 countries. They also service 750,000 events per year across 83 different sports.
Now, the NBA will continue to be part of that group.
More On The Deal
The expansive pact includes the NBA, WNBA, and NBA G League using Sportradar’s “global and wide-ranging capabilities” to assist with growing operations in the United States, but also to increase the international footprint, including fan engagement.
The deal also gives the NBA an equity stake in Sportradar.
This marks yet another big-time partnership for Sportradar, who has also secured deals with FanDuel, DraftKings, Bally's, the NHL and other professional sports leagues.
The NHL deal lasts for 10 years and the agreements with the other sports betting platforms include providing things such as pre-match betting services (BallyBet), live betting services (BallyBet), data feeds (DraftKings), odds supplier (FanDuel), and bet simulation content (DraftKings).
Sportradar, before this deal, also supplied odds and data to the MLB and the NBA.
Part of this deal includes “expanded distribution rights regarding the use of player tracking data.” Data is a major focus of Sportradar, and it will be used to facilitate a “deeper understanding and appreciation of the game,” develop new sets of data to drive fan engagement, and also “revolutionize” the way sports betting data is used by operators.
“We are delighted that the NBA has chosen Sportradar as the Official Partner who can support the global popularity and explosive growth of the game,” Carsten Koerl, global CEO, Sportradar, said in a media release. “Basketball is the largest U.S. sport in the world by popularity and, as a market leader, we are best positioned with the technological expertise and industry relationships to help the NBA entertain fans globally.”
“We believe that this agreement will contribute to Sportradar’s profitable business and continued growth. The remaining time left on the existing deal, and this new multi-year agreement, gives us significant runway to partner with the NBA and develop exciting solutions across our teams, betting and sports entertainment verticals.”
Deal Reached Earlier for Stats
This deal is ultimately a continuation of an agreement from 2016 where Sportradar, as mentioned, provided real-time statistics for the league.
“Sportradar has been a terrific partner as the league has navigated its exploration into the global sports betting landscape,” Scott Kaufman-Ross, Senior Vice President, Head of Gaming & New Business Ventures for the NBA, said in the release. “As the market matures, we are thrilled to extend our partnership with Sportradar to utilize data and insights to create new fan experiences and innovate around the NBA globally.”
Sportradar has seen great success over the past year, increasing its revenue by 30% from the third quarter of 2020 to the third quarter of 2021.
This was accomplished in part because of partnerships with the International Cricket Council, Union of European Football Associations, International Tennis Federation, and as mentioned, the NBA and NHL.
Deal Making in 2021
In August, Sportradar announced an extension of its deal with FanDuel Sportsbook to provide the operator with complete pre-match betting services, live betting services, and betting entertainment tools, which include live match trackers and betting widgets.
That deal runs through 2028.
In July, Sportradar and Bally’s announced a partnership that gives Bally’s access to Sportradar’s pre-match betting services, live betting services and content solutions portfolio.
That five-year partnership is one Sportradar hopes will enhance the Bally's sports betting experience across its platforms.
The 10-year global partnership with the NHL was announced in June.
That deal makes Sportradar the official NHL partner for betting data rights, betting streaming rights, media data rights and integrity.
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